MRKT20055 - Science of Consumer Behaviour
Term 1 - 2017


All details in this unit profile for MRKT20055 have been officially approved by CQUniversity and represent a learning partnership between the University and you (our student). The information will not be changed unless absolutely necessary and any change will be clearly indicated by an approved correction included in the profile.

Overview

While we are all consumers in day to day life, few of us fully understand the internal and external mechanisms driving us to behave in certain ways and make specific buying and consumption decisions. For example, what leads to our choices of cars, phones, or holidays? What causes addictive or compulsive consumption such as problem gambling or social media addiction? Are our decisions impacted by internal drives within ourselves or by forces in our external environment such as family and culture? In reality it is often a combination of these influences, thus it is important to understand not only where those influences are coming from, but also how they interact with each other to result in a consumer decision. To facilitate thorough understanding, students are exposed to models and frameworks of consumer decision-making and the effects that various internal and external influences may have on consumer choices and actions. If you have successfully completed the unit MRKT20021 you should not enrol in this unit.

Details

Career Level Postgraduate
Credit Points 6
Student Contribution Band 3A
Fraction of Full-Time Student Load 0.125

Pre-requisites or Co-requisites

Co-requisite: MRKT20052 Advanced Marketing Management

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Offerings

Term 1 - 2017
  • Brisbane
  • Distance
  • Melbourne
  • Sydney

Website

This unit has a website, within the Moodle system, which is available two weeks before the start of term. It is important that you visit your Moodle site throughout the term. Go to Moodle

Recommended Student Time Commitment

Each 6-credit Postgraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Class Timetable

Assessment Overview

Assessment Task Weighting
1. Online Quiz(zes) 20%
2. Presentation 30%
3. Written Assessment 50%

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%). Consult the University’s Grades and Results Procedures for more details of interim results and final grades.

All University policies are available on the IMPortal.

You may wish to view these policies:

  • Grades and Results Procedure
  • Assessment Policy and Procedure (Higher Education Coursework)
  • Review of Grade Procedure
  • Academic Misconduct Procedure
  • Monitoring Academic Progress (MAP) Policy and Procedure – Domestic Students
  • Monitoring Academic Progress (MAP) Policy and Procedure – International Students
  • Refund and Excess Payments (Credit Balances) Policy and Procedure
  • Student Feedback – Compliments and Complaints Policy and Procedure
  • Acceptable Use of Information and Communications Technology Facilities and Devices Policy and Procedure

This list is not an exhaustive list of all University policies. The full list of University policies are available on the IMPortal.

Feedback, Recommendations and Responses

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Feedback Source Recommendation
Positive comments on the utilisation of practical materials and videos in supporting students' learning process. Student feedback. Keep providing students with practical, relevant, and engaging learning materials and videos in order to enrich their learning experience.
On successful completion of this unit, you will be able to:
  1. Use consumer behaviour principles to solve marketing problems;
  2. analyse decision-process influences associated with consumer behaviour;
  3. explain and analyse internal and external influences on consumer behaviour;
  4. apply ethical standards to consumer behaviour research and practice; and
  5. evaluate current trends in consumer behaviour theory, research and application.

Alignment of Assessment Tasks to Learning Outcomes

Assessment Tasks Learning Outcomes
1 2 3 4 5
1 - Online Quiz(zes)  
2 - Presentation
3 - Written Assessment

Alignment of Graduate Attributes to Learning Outcomes

  • Professional Level
  • Advanced Level
Graduate Attributes Learning Outcomes
1 2 3 4 5
1. Knowledge
2. Communication
3. Cognitive, technical and creative skills
4. Research
5. Self-management
6. Ethical and Professional Responsibility
7. Leadership          

Alignment of Assessment Tasks to Graduate Attributes

  • Professional Level
  • Advanced Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7
1 - Online Quiz(zes)      
2 - Presentation  
3 - Written Assessment  

Prescribed Textbooks

Consumer Behaviour: Buying, Having, Being
Author/s: Solomon, M, Russell-Bennett, R & Previte, J Year: 2013
Edition: 3rd edn Publisher: Pearson Australia
City: Frenchs Forest State: NSW
Country: Australia
View textbooks at the CQUniversity Bookshop

IT Resources

You will need access to the following IT resources:
  • CQUniversity Student Email
  • Internet
  • Unit Website (Moodle)
All submissions for this unit must use the American Psychological Association (APA) referencing style (details can be obtained here). For further information, see the Assessment Tasks below.
Unit CoordinatorEn Li (e.li@cqu.edu.au)
Note: Check the Term-Specific section for any additional contact information provided by the teaching team
Week Begin Date Module/Topic Chapter Events and Submissions
Week 1 06-03-2017

Buying, having and being

1

Week 2 13-03-2017

Individual decision making, buying and disposing

8 & 9

Week 3 20-03-2017

Perception

2

Week 4 27-03-2017

Learning and memory

3

Online Quiz Opens Monday (27 Mar 17) 09:00 AM AEST

Week 5 03-04-2017

Personality

4

Online Quiz Due Friday (07 Apr 17) 05:00 PM AEST
Vacation Week 10-04-2017
Week 6 17-04-2017

Motivation and values

5

Week 7 24-04-2017

The self

6

Presentation Due Friday (28 Apr 17) 05:00 PM AEST
Week 8 01-05-2017

Attitudes and attitude change

7

Week 9 08-05-2017

Groups and social connections

10

Week 10 15-05-2017

Culture and lifestyle

11 & 14

Week 11 22-05-2017

Income and social class

12

Week 12 29-05-2017

Age

13

Individual Report Due Friday (02 Jun 17) 05:00 PM AEST
Review/Exam Week 05-06-2017
Exam Week 12-06-2017

1 Online Quiz(zes)

Assessment Title Online Quiz
Task Description

Assessment Task 1—Online Quiz

Due date: Online quiz starts at 9am AEST Monday Week 4 and closes at 5pm AEST Friday Week 5 in Moodle

Weighting: 20%

Time: 30 minutes

Details

The online consumer behaviour quiz ensures that students engage the conceptual material in the following chapters of the textbook: 1, 2, 3, 8, 9. The quiz includes 20 questions and has a time limit of 30 minutes.

Please see below for some important advice for the quiz.

  • You can practice a sample quiz in the unit Moodle site.
  • The quiz can only be taken once so do not open the quiz until you are ready to complete the entire quiz.
  • Responsibility for access, ISP, browsers, connection and the computer you use (irrespective of who owns it) remains with the student. Failure of equipment is not grounds for special consideration, extension of quiz or special arrangements. Use of computers/computer labs on university campuses does not absolve students of their responsibility for having reliable and continued access to the worldwide web.
  • Refer system access problems (e.g. Moodle login or password issues) to the Technology and Services Assistance Centre at tasac@cqu.edu.au as early as possible.
  • “My computer has frozen up during the online quiz – what do I do?” The first thing to do is “don’t panic”! Contact the Unit Coordinator immediately for assistance identifying the nature of the problem, your full name, student number and campus. Any omissions of this required information may delay a response.
  • If a student requests a reset of the quiz and the Unit Coordinator agrees to that request, but subsequently the student does not complete the quiz within the deadline, it will be deemed that the quiz has not been completed and a score of zero will apply. Note that the determination of whether the online quiz result was affected by technical difficulties will be solely the prerogative of the Unit Coordinator. Simply doing poorly in the quiz and then asking for a reset will not be considered.
Number of Quizzes 1
Frequency of Quizzes Other
Assessment Due Date Week 5 Friday (07-Apr-2017) 05:00 PM AEST
Return Date to Students On completion of online quiz.
Weighting 20%
Assessment Criteria
  • You will be given 30 minutes ONLY for the quiz.
  • The total score for the quiz is 20 marks (20 questions × 1 mark per question = 20 marks).
Submission Online

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

1. Use consumer behaviour principles to solve marketing problems;

2. analyse decision-process influences associated with consumer behaviour;

3. explain and analyse internal and external influences on consumer behaviour;

4. apply ethical standards to consumer behaviour research and practice; and

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Knowledge

3. Cognitive, technical and creative skills

5. Self-management

6. Ethical and Professional Responsibility



2 Presentation

Assessment Title Presentation
Task Description

Assessment Task 2—Presentation

Due date: Friday of Week 7 by 5pm AEST

Weighting: 30%

Length: 3 minutes maximum

Details

Academic research on consumer behaviour has been an important driving force behind business decisions in the real world. In this assessment task, you as a “consumer behaviour expert” will bring the latest consumer behaviour research into practice.

First, please find a research article published in any 2016 issue of “Journal of Consumer Research”, the best consumer behaviour journal in the world.

Your task is to present findings of this research article and apply these findings to a real-world organisation. That is, you will provide recommendations on how the organisation could benefit from applying the research findings.

This presentation should be made within 3 minutes and through 4 PowerPoint slides. The slides should follow the subsequent structure:

  • Student information and presentation title;
  • Findings of the research article;
  • Recommendations for the organisation;
  • Reference list.

You will also prepare a script (i.e., a Word document) in which you will write out or at least outline what you intend to say in your presentation.

Please pay attention to the following details on presentation and submission methods:

  • On-campus students will deliver their presentation in class, and submit their PowerPoint file and script on Moodle.
  • Distance education students will record their presentation through PowerPoint's “Record Slide Show” function, and submit their PowerPoint file (with recording) and script on Moodle.
  • For all students, the Moodle submission of PowerPoint file and script will be due at 5pm AEST Friday Week 7. However, on-campus students may present in class prior to, during, or after Week 7, depending on their local lecturer/tutor's scheduling.
Assessment Due Date Week 7 Friday (28-Apr-2017) 05:00 PM AEST
Return Date to Students Week 10 Wednesday (17-May-2017)
Weighting 30%
Assessment Criteria
  • PowerPoint design - 2 marks
  • Presentation clarity - 2 marks
  • Findings of the research article - 12 marks
  • Recommendations for the organisation - 12 marks
  • Referencing - 2 marks
  • Total - 30 marks
Referencing Style American Psychological Association (APA)
Submission Online

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

1. Use consumer behaviour principles to solve marketing problems;

2. analyse decision-process influences associated with consumer behaviour;

3. explain and analyse internal and external influences on consumer behaviour;

4. apply ethical standards to consumer behaviour research and practice; and

5. evaluate current trends in consumer behaviour theory, research and application.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Knowledge

2. Communication

3. Cognitive, technical and creative skills

4. Research

5. Self-management

6. Ethical and Professional Responsibility



3 Written Assessment

Assessment Title Individual Report
Task Description

Assessment Task 3—Individual Report

Due date: Friday of Week 12 by 5pm AEST

Weighting: 50%

Length: 1500 words maximum

Details

Renting a house can be a major consumption decision, subject to many competing influences. This assignment requires you to look at the rental property choices of 3 people, and provide your analysis on those factors leading to their decisions.

Firstly, please download the 5 survey questionnaires completed by 5 different respondents (these questionnaires will be posted on Moodle from Week 5). After reading through these questionnaires, please pick 3 questionnaires/respondents (you can pick any 3 you like) as the target for your analysis. You will notice that these questionnaires are mainly about making decisions among 6 different rental property options.

Secondly, please use the theoretical areas below to analyse the behaviour of your chosen respondents. Please explain the differences between their rankings of evaluative criteria and their choices of rental properties, using theories from:

  • Personality
  • Demographics (age, gender, family situation, income, ethnicity etc)

Lastly, please provide recommendations to the marketer of ANY ONE of the rental property options featured in the survey questionnaires – what are the characteristics of her/his likeliest customers and how might she/he best attract them by applying the theories of learning and memory?

Your argument and analysis in this report requires theoretical support from a minimum of 10 journal article references.

Assessment Due Date Week 12 Friday (02-Jun-2017) 05:00 PM AEST
Return Date to Students As this unit has no exam, the formal results for this last piece of assessment can only be released to students on the Certification of Grades date (07-Jul-2017).
Weighting 50%
Assessment Criteria
  • Report structure, writing style, and referencing - 10 marks
  • Analyse the behaviour of chosen respondents using the theories of personality - 10 marks
  • Analyse the behaviour of chosen respondents using the theories of demographics - 10 marks
  • Recommendations - 10 marks
  • Theoretical support (from at least 10 journal articles) - 10 marks
  • Total - 50 marks
Referencing Style American Psychological Association (APA)
Submission Online

Learning Outcomes Assessed
This section can be expanded to view the assessed learning outcomes

1. Use consumer behaviour principles to solve marketing problems;

2. analyse decision-process influences associated with consumer behaviour;

3. explain and analyse internal and external influences on consumer behaviour;

4. apply ethical standards to consumer behaviour research and practice; and

5. evaluate current trends in consumer behaviour theory, research and application.

Graduate Attributes
This section can be expanded to view the assessed graduate attributes

1. Knowledge

2. Communication

3. Cognitive, technical and creative skills

4. Research

5. Self-management

6. Ethical and Professional Responsibility




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