MARKETNG 2501NA - Consumer Behaviour II

Ngee Ann-Adelaide Education Centre - Summer - 2017

This course introduces the theory of consumer behaviour and relates it to the practice of marketing. It will present relevant material drawn from psychology, anthropology, social and behavioural sciences within the framework of the consumer decision process and its main influencing factors.

  • General Course Information
    Course Details
    Course Code MARKETNG 2501NA
    Course Consumer Behaviour II
    Coordinating Unit Business School
    Term Summer
    Level Undergraduate
    Location/s Ngee Ann-Adelaide Education Centre
    Units 3
    Available for Study Abroad and Exchange Y
    Assumed Knowledge MARKETNG 2500NA or MARKETNG 1001NA
    Restrictions Available to BCom students only - Singapore only
    Course Description This course introduces the theory of consumer behaviour and relates it to the practice of marketing. It will present relevant material drawn from psychology, anthropology, social and behavioural sciences within the framework of the consumer decision process and its main influencing factors.
    Course Staff

    Course Coordinator: Mr Nigel Barker



    Location:                      Room 9.28, 10 Pulteney Street

    Telephone:                   8313 2249

    Email:                          nigel.barker@adelaide.edu.au

    Course Website:            www.myuni.adelaide.edu.au

    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.



    Mon
    Intro to Consumer Behaviour and
    Situational Factors
    1, 2
      
    Problem
    Recognition and  
    Information Search
    3, 4
     
    Tues
    Evaluation, purchase decision and
    post purchase evaluation
    4, 5, 6, 7

    Wed
    Perception and Learning
    8, 9
        
    Thurs
    Motivation and personality
    10,11

    Fri
    Self concept and attitude
    11

    Sat
    Consultation and revision period

    Mon
    Household and
    group inluence
    12,13

    Quiz

    Tues
    Cultural influence
    15,16
          
  • Learning Outcomes
    Course Learning Outcomes
    On successful completion of this course, you will be able to:

    1. Identify and explain factors which influence consumer behaviour; 
    2. Demonstrate how knowledge of consumer behaviour can be applied to marketing;
    3. Display critical thinking and problem solving skills;
    4. Gain, evaluate and synthesise information and existing knowledge from a number of sources and experiences;
    5. In a team, work effectively to prepare a professional, logical and coherent report on consumer behaviour issues within a specific context; 
    6. Deliver an oral presentation in a professional and engaging manner.



    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)
    Deep discipline knowledge
    • informed and infused by cutting edge research, scaffolded throughout their program of studies
    • acquired from personal interaction with research active educators, from year 1
    • accredited or validated against national or international standards (for relevant programs)
    1, 2,
    Critical thinking and problem solving
    • steeped in research methods and rigor
    • based on empirical evidence and the scientific approach to knowledge development
    • demonstrated through appropriate and relevant assessment
    3
    Teamwork and communication skills
    • developed from, with, and via the SGDE
    • honed through assessment and practice throughout the program of studies
    • encouraged and valued in all aspects of learning
    4, 5, 6
    Career and leadership readiness
    • technology savvy
    • professional and, where relevant, fully accredited
    • forward thinking and well informed
    • tested and validated by work based experiences
    5, 6
    Intercultural and ethical competency
    • adept at operating in other cultures
    • comfortable with different nationalities and social contexts
    • Able to determine and contribute to desirable social outcomes
    • demonstrated by study abroad or with an understanding of indigenous knowledges
    5, 6
    Self-awareness and emotional intelligence
    • a capacity for self-reflection and a willingness to engage in self-appraisal
    • open to objective and constructive feedback from supervisors and peers
    • able to negotiate difficult social situations, defuse conflict and engage positively in purposeful debate
    5, 6
  • Learning Resources
    Required Resources
    Text

    Pascale Quester, Simone Pettigrew, Sally Rao Hill, Foula Kopanidis, Del Hawkins (2014), Consumer Behaviour: Implications for Marketing Strategy, (7th Ed.), Australia: McGraw-Hill Irwin.

    eBooks of this text is available. The textbook has a related website address which provides additional and updated material including relevant websites and self-testing tools. To access, visit the student site at: www.mhhe.com/au/questercb7e

    Recommended Resources


    Students
    are encouraged to utilise the following text which is available in the library:

     

    Solomon,
    M.R., Russell-Bennett, R. and Previte, J. (2010), Consumer Behaviour: Buying,
    Having, and Being, 2nd ed., Pearson, Frenchs Forest, N.S.W.

     

    Schiffman
    LG. (2011), Consumer Behaviour, Pearson, Frenchs Forest, N.S.W.

     

    In addition, students are also encouraged to read on the topics covered by this course in the following journals. Students will find these journals particularly useful for the assignment:

    •           Journal of Consumer Research

    •           Journal of Consumer Behavior

    •           Journal of Consumer Marketing

    •           Journal of Marketing

    •           Psychology and Marketing

    •           Journal of Consumer Psychology

    •           Journal of Personality and Social Psychology

     

    NB:
    This list of references is a guide only; it is up to the student to determine what additional material is needed to satisfactorily complete their
    presentation, assignment, and the course.

    Online Learning
    Most of the learning material will be available on the Canvas course website.   

  • Learning & Teaching Activities
    Learning & Teaching Modes


    There will be two 2 hours seminars each day. Typically there will be a mix between discussion, class exercises and/or student presentations along with the presentation of a new topic by the lecturer. The seminar program schedule is contained in this Course Outline and students will be expected to have reviewed the topic to be discussed and attempted any set questions/exercises prior to each seminar. There is a strong assumption that students will engage in seminar discussions in an informed way

     

    Typically, the first half of this time period will take the form of a participative discussion, class exercises and/or student
    presentations based on student preparations from the previous week’s topic. Students will be expected to have reviewed the topic to be discussed and attempted any set questions/exercises prior to each seminar. There is a strong assumption that students will engage in seminar discussions in an informed way.

    Workload

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.



    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    The University expects full-time students (i.e. those taking 12units per semester) to devote a total of 48 hours per week to their
    studies.  This means that you are expected to commit approximately 9 hours for a three-unit course or 13 hours for a four-unit course, of  private study outside of your regular classes.

    Learning Activities Summary

    No information currently available.

  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary
    Assessment Task Weighting Learning Outcome
    Group Case Study Presentation 10% 3,4,5,6,8
    Mid-Subject Quiz 20% 1,2,3,4,5,7,8,9
    Major Assignment (Group) 20% 1,2,3,4,5,7,8,9
    Final Examination 50% 1,2,3,4,9
    Total 100%



    Assessment Related Requirements


    ·        
    All assignments are to be lodged prior to the due date and time.  A late assignment where no extension has been granted will be penalised by a reduction of 10% of the mark given for each day, or part of a day, that it is late.

    ·        
    To gain a pass for this course, a mark of at least 45% must be obtained on the examination as well as a total of at least 50% overall.  Students not achieving the minimum exam mark will be awarded no more than 49.

    ·        
    Legible hand-writing and the quality of English expression are considered to be integral parts of the assessment process.  Marks may be deducted in the final examination because of poor hand-writing.

    ·        
    Students in this course are not permitted to take a DICTIONARY (English or English-Foreign) into the examination.  In this course, the use of calculators in the examination is not permitted.

    ·        
    Students must retain a copy of all assignments submitted.

    ·        
    All individual assignments must be attached to an Assignment Cover Sheet which must be signed and dated by the student before submission.

    ·        
    All group assignments must be attached to a Group Assignment Cover Sheet which must be signed and dated by all group members before submission.  All team members are expected to contribute approximately equally to a group assignment.

    ·        
    Markers can refuse to accept assignments which do not have a signed acknowledgement of the University’s Policy on Plagiarism.

     

    Assessment Detail


    Group Case Study Presentation

    You will be placed in groups of 3 or 4 (depending on class numbers).  Each group will be allocated a case study in the first session.  The groups must then deliver a 15 minute presentation of that case study.  Marking details and exact requirements will be discussed in the first class and posted on MyUni

    Mid Subject Quiz

    There will be a 50 minute Quiz at the commencement of the second week.  The topics covered will be everything from the first 7 topics.  The format will be thirty multiple choice questions.  

    Major Group Assignment

    Working in the same groups as for the case study, you are expected to identify a purchase situation and show the relevant consumer behavioural influences on that purchase situation. 
    The exact nature of the purchase needs to be confirmed by your lecturer as to its suitability.  The final report must be submitted in Turnitin and have a word count of no greater than 3000 words.  Marking details and exact requirements will be discussed in first class and posted on MyUni.

    Examination

    Details of the examination will be discussed in class and a sample paper will be available on MyUni

     

    Submission


    Assignments must be submitted in hard copy in class and emailed to
    the lecturer.

     

    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

  • Student Feedback

    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

  • Student Support
  • Policies & Guidelines
  • Fraud Awareness

    Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.