成人大片

MARKETNG 7023 - Understanding Consumers (M)

North Terrace Campus - Trimester 2 - 2023

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 7023
    Course Understanding Consumers (M)
    Coordinating Unit Marketing
    Term Trimester 2
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 3
    Contact Up to 36 hours
    Available for Study Abroad and Exchange Y
    Assumed Knowledge MARKETNG 7104
    Assessment Quiz, Project, Participation, Exam
    Course Staff

    Course Coordinator: Professor Arvid Hoffmann

    Prof. Arvid Hoffman
    Course Timetable

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

  • Learning Outcomes
    Course Learning Outcomes
    On successful completion of this course, students will be able to:
    1. Understand and explain the nature and scope of consumer behaviour and present about this in a professional and engaging manner;
    2. Identify and explain factors which influence consumer behaviour and demonstrate how knowledge of consumer behaviour can be applied to in practice to marketing;
    3. Provide a theoretical and practical basis for assessing consumer behaviour using real-world examples and report on this in a professional, logical and coherent way;
    4. Identify and discuss characteristics and challenges in dealing with consumer behaviour for firms in the modern world including cultural and ethical implications;
    5. Gather, evaluate and synthesise information and existing knowledge from a number of sources and experiences while displaying critical thinking and problem solving skills;
    6. Work effectively and efficiently in a team addressing consumer behaviour topics.
    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)

    Attribute 1: Deep discipline knowledge and intellectual breadth

    Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.

    1, 2, 4

    Attribute 2: Creative and critical thinking, and problem solving

    Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.

    2, 3, 4, 5

    Attribute 3: Teamwork and communication skills

    Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.

    1, 6

    Attribute 4: Professionalism and leadership readiness

    Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.

    1, 2, 3, 4, 5

    Attribute 5: Intercultural and ethical competency

    Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.

    4

    Attribute 8: Self-awareness and emotional intelligence

    Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.

    3, 4
  • 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 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



    Solomon,
    M.R., Russell-Bennett, R. and Previte, J. (2013), Consumer Behaviour: Buying,
    Having, and Being, 3rd ed., Pearson, Frenchs Forest, N.S.W.

     

    Schiffman
    LG. (2014), 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 Behaviour

    •           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 30 hour face-to-face lectures and tutorials for a Trimester.



    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.

    Students in this course are expected to attend all seminars throughout the Trimester.

    Learning Activities Summary
    Week 1
    Introduction to consumer behaviour
     
    Week 2
    Situational influences and problem recognition
     
    Week 3
    Information search and choices 
     
    Week 4
    Purchases and post-purchase processes 
     
    Week 5 
    Perception, Learning, and memory
      
    Week 6
    Online mid-semester quiz during lecture time, no lecture, no tutorial

    Week 7
    Motivation, personality, and emotion

    Week 8
    Attitudes and attitude change, and the changing Australian society and lifestyle

    Week 9
    Group influence and group communication

    Week 10
    Household structure and consumption behaviour and social stratification

    Week 11
    Culture and cross-cultural variations in consumer behaviour 

    Week 12
    Course revision

    Week 13
    No lecture, no tutorial
  • 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
    Participation (individual) 10% 1, 2, 3, 5
    Presentation (group) 30% 1, 2, 3, 4, 5, 6
    Online MyUni mid-semester quiz (individual) 30% 1,2,3
    Final assignment in lieu of exam (individual) 30% 1, 2, 3, 4, 5, 6
    Total 100%
    Assessment Detail



    Submission
    ·   Please retain a copy of all assignments submitted.

    ·   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.



    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 .

  • 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鈥檚 disciplinary procedures.

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