MARKETNG 2501NA - Consumer Behaviour II

Ngee Ann-Adelaide Education Centre - Trimester 3 - 2015

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 Trimester 3
    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: Dr Sally Rao Hill



    Location:                      Room 10.18, 10 Pulteney Street

    Telephone:                   83134237

    Email:                          sally.raohill@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.

  • Learning Outcomes
    Course Learning Outcomes
    On successful completion of this course, you will be able to:

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


    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)
    Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised. 1,2,3,4,5
    The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner. 1,2,3,4,5 & 7
    An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems. 4,5 & 7
    Skills of a high order in interpersonal understanding, teamwork and communication. 8
    A proficiency in the appropriate use of contemporary technologies. 1,2,3,4,5,6 & 7
    A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life. All objectives
    A commitment to the highest standards of professional endeavour and the ability to take a leadership role in the community. All objectives
    An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities. 9
  • 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 Myuni course website.   

  • Learning & Teaching Activities
    Learning & Teaching Modes
    This course entails 3-hour face-to-face lectures daily for two weeks.

    Workload

    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 12 units per semester) to devote a total of 48 hours per week to their studies. This means that you are expected to commit approximately 8 hours for a three-unit course of private study outside of your regular classes per day for this intensive course.

    Learning Activities Summary

    Topics

    • Introduction to consumer behaviour and situational influences
    • Problem recognition and information search
    • Choices, purchases and post-purchase processes
    • Perception, learning and memory
    • Motivation, personality and emotion
    • Report Writing Workshop
    • Attitudes and attitude change
    • The changing Australian society and lifestyle
    • Group influences and group communication
    • Household consumption and social stratification
    • Culture and cross-cultural variations in consumer behaviour
    • Course revision



    Specific Course Requirements
    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.

    All assignments are to be lodged by 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.

    Extensions to the due date of individual assessment may be granted under special
    circumstances. An extension request based on medical or compassionate grounds
    must include a professional report and evidence found in the Replacement
    Assessment application available at: http://www.adelaide.edu.au/student/exams/pdfs/maca_medical_compassionate_applic.pdf

    Students applying for an extension based on medical reasons must visit their medical
    practitioner, with the approved University form, and have the medical
    practitioner complete it. A normal doctor's certificate will not be accepted.
    For replacement examination due to extenuating circumstances refer to: http://www.adelaide.edu.au/student/exams/pdfs/maca_extenuating_circs_applic.pdf

    Legible hand-writing and the quality of English expression are considered to be
    integral parts of the assessment process. Marks may be deducted in final
    examinations 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. Also, students are not permitted to bring mobile phones into the
    examination.

    Small Group Discovery Experience
    Students will work in groups on the major assginment for this course. The lecturer will provide guidance and assistance with the topic choice and research on the topic.
  • 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
    The University’s policy on Assessment for Coursework Programs is based on the following five principles: 1) assessment must encourage and reinforce learning; 2) assessment must measure achievement of the stated learning objectives; 3) assessment must enable robust and fair judgements about student performance; 4) assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned; and 5) assessment must maintain academic standards (see: http://www.adelaide.edu.au/policies/700/)

    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 5% of the mark given for each day, or part of a day, that it is late.

    Assessment Detail
    The assessment components are as following
    Class Participation 10%

    You will be marked for each class exercise separately on 1) pre-class preparation, 2) discussion participation and 3) your understanding of
    the material and quality of your contribution to the class discussion. Please note that marks are not awarded for attendance. Failure to prepare and to actively participate in class will result in a zero mark. Failure to attend class due to illness will result in a mark being awarded only by supplying a medical certificate.

     Presentation 10%

    Assigned in the first tutorial

    Working in a group, you will be required to present on a particular consumer behaviour topic and to a lead discussion and/or facilitate
    a class exercise. Be prepared to defend and support your analysis, and to discuss it with your classmates. Working in your group, you are required to make a 10-minute PowerPoint presentation. Following your presentation, you will be required to lead a discussion and/or facilitate a class activity of approximately 10 minutes, on the key aspects of the topic. Each presentation and discussion or activity will be graded out of 10 marks for a total of 10% of the course grade.
     

    The list of topics can be found in the Presentation Guide. A schedule of presentations and allocation of topics will take place in your
    first tutorial. A hard copy (paper copy) must be given to the tutor for the case study presentations (print out of presentations) which must have the group’s full names, ID and title on the cover.

     

    Assignment   Sustainable Consumption Project 30%

    Sustainable consumption is a pressing and complex issue. It involves the society at large which is also made up of individual
    consumers. Even though many consumers are aware of the issues and know what the right thing to do is, there often exists an intention/action gap.

     

    In a team of 3-4, you are to 1) identify an emerging green consumer behaviour trend. This could be environmentally friendly consumer behaviour (such as recycling, taking public transport, safe disposal of e-waste) or purchases of green products over the standard alternatives (examples include the compact fluorescent light bulb, solar panels/solar power, cloth nappies, appliances with better energy efficiency). These green behaviours may be an idea found in a magazine, newspaper article, or other secondary source, or you may be creative about sustainability issues and present an original idea for increasing sustainability; 2) research on this behaviour and report the trends amongst Australian consumer in relation to this behaviour; 3) apply what we have learned in this course to analyse issues/challenges surrounding the adoption of this behaviour; 4) suggest marketing tactics for improving this consumer sustainable behaviour based on consumer behaviour theories.

    Details of this assignment are included in the Assignment Guide.

    Final Exam          50%

    There will be a 3 hour exam (minimum of 45% in the exam required)

    The final exam is a 3 hour exam to be held during the formal examination period. The final exam will cover materials from the entire course. Students must demonstrate a comprehensive understanding of the course and interpretive and analytical ability in this written exam. 

    You will be allowed to take one A4, double-sided page of your own notes into the final exam.  Your name and student number must be printed in the header. You are to use no smaller than 12 point and Times New Roman font.  The notes should be using single spacing and
    2.5 margins on all sides. The notes should be typed with no diagrams or tables.
    You may write as much or as little as you want, use one or both sides, write in English or any other language. No other aids will be allowed into the exam.

    The only exception to not sitting an examination at the designated time is because of medical or compassionate reasons. In these circumstances you may wish to consider applying for a Replacement Examination. Information about
    replacement examinations is available at http://www.adelaide.edu.au/student/exams/supps.html

    Submission
    Presentation of Assignments

    ·   Please retain an electronic copy of all assignments submitted.

    ·   Please attach an ‘Assignment Cover Sheet’, which is signed and dated by
    you 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.

    ·   Teaching staff can refuse to accept assignments, which do not have a
    signed acknowledgement of the University’s policy on plagiarism.

     

    Assignment Guidelines including Referencing Details

    A copy of the Communication Skills Guide will have been given to you at the beginning of your program.  This guide will assist you
    structure your assignments.  A copy of the guide can also be downloaded from http://www.business.adelaide.edu.au/about/publications/colour_communication_skills.pdf

    This publication also provides guidelines on a range of other important communication skills including writing essays and management reports, making oral presentations etc. In preparing any written piece of assessment for your undergraduate studies it is important to draw on the relevant ‘literature’ to support critical analysis. Also essential is to reference the literature used.
    Correct referencing is important because it identifies the source of the ideas and arguments that you present, and sometimes the source of the actual words you use, and helps to avoid the problem of plagiarism.

    Further assistance with referencing is available from the Faculty’s Learning Support Advisors. The contact details are provided on page 6 of the Communication Skills Guide.

    Late Assignment Submission

    Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions to the due date of
    individual assessment may be granted under special circumstances. An extension request based on medical or compassionate grounds must include a professional report and evidence found in the Replacement Assessment application available
    at: http://www.adelaide.edu.au/student/exams/pdfs/maca_medical_compassionate_applic.pdf. Students applying for an extension
    based on medical reasons must visit their medical practitioner, with the approved University form, and have the medical practitioner complete it. A normal doctor's certificate will not be accepted. This application must be emailed to the lecturer in charge of the course before the due date.
    Each request will be assessed on its merits. A late assignment (without prior arrangement) will be penalised by a 10% mark reduction for each day that it is late.

    Return of Assignments

    Teaching staff aim to mark and return assignments to students within two (2) weeks of the due date with written feedback. Students are responsible for collecting their marked assignments from their tutorials. If assignments are not collected after two (2) weeks, the assignments will be available at the Student Hub for two (2) weeks. The remaining assignments will only be posted out to the students, if the correct mailing addresses are on the assignments.

    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.