MRKT19031 - Consumer Behaviour
Term 1 - 2017


All details in this unit profile for MRKT19031 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

In this unit students examine both the internal and external factors that influence buyer behaviour using consumer decision making models as a framework. Consumer Behaviour is the study of individual, group, and organisational processes used to select, secure, and use products and services. The unit blends elements from psychology, sociology, social anthropology, marketing and economics relating to the decision-making processes of buyers and the role emotions play in buying behaviour.

Details

Career Level Undergraduate
Unit Level Level 2
Credit Points 6
Student Contribution Band 3A
Fraction of Full-Time Student Load 0.125

Pre-requisites or Co-requisites

Prereq of MRKT11028 or MRKT11029

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
  • Rockhampton
  • 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 Undergraduate 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 simple set-up of moodle pages, the diverse range of assessments, and the inclusion of a presentation assessment. Student feedback. Keep utilising a simple and easy-to-navigate style in the design of course moodle site; and a combination of quiz, presentation, and report in the design of assessments.
On successful completion of this unit, you will be able to:
  1. explain and critically assess the contributions of social sciences to the development of consumer behaviour principles
  2. explain the contribution of consumer behaviour to marketing and strategy development
  3. discuss how consumer behaviour principles can be used as a conceptual framework for developing segmentation, targeting and positioning strategies
  4. evaluate the influence of the internal factors of perception, motivation, learning, attitude and personality/psychographics on the behaviours of consumers
  5. evaluate the influence of the external factors of reference groups, family, social class, culture and market forces on the behaviours of consumers
  6. critically apply models of consumer decision making to specific examples of consumer behaviour.

Alignment of Assessment Tasks to Learning Outcomes

Assessment Tasks Learning Outcomes
1 2 3 4 5 6
1 - Online Quiz(zes)
2 - Presentation
3 - Written Assessment

Alignment of Graduate Attributes to Learning Outcomes

  • Introductory Level
  • Intermediate Level
  • Graduate Level
Graduate Attributes Learning Outcomes
1 2 3 4 5 6
1. Communication
2. Problem Solving
3. Critical Thinking
4. Information Literacy
5. Team Work            
6. Information Technology Competence
7. Cross Cultural Competence
8. Ethical practice

Alignment of Assessment Tasks to Graduate Attributes

  • Introductory Level
  • Intermediate Level
  • Graduate Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8
1 - Online Quiz(zes)  
2 - Presentation  
3 - Written Assessment  

Prescribed Textbooks

Consumer behaviour: Implications for marketing strategy
Author/s: Quester, P, Pettigrew, S, Kopanidis, F, Hill, S & Hawkins, D Year: 2014
Edition: 7th edn Publisher: McGraw-Hill
City: North Ryde 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

Introduction to Consumer Behaviour and the Role of Situations

Chs 1 & 2

Week 2 13-03-2017

Consumer Decision Making - Problem Recognition and Information Search

Chs 3 & 4

Week 3 20-03-2017

Consumer Decision Making - Choosing, Purchase and Post Purchase

Chs 5 & 7

Week 4 27-03-2017

Perception

Ch 8

Week 5 03-04-2017

Learning and Memory

Ch 9

Online Quiz Opens Monday (03 April 17) 09:00 AM AEST

Vacation Week 10-04-2017
Week 6 17-04-2017

Motivation, Personality and Emotion

Ch 10

Online Quiz Due Friday (21 Apr 17) 05:00 PM AEST
Week 7 24-04-2017

Attitude and Attitude Change

Ch 11

Week 8 01-05-2017

Society, Demographics and Lifestyles

Ch 12

Presentation Due Friday (05 May 17) 05:00 PM AEST
Week 9 08-05-2017

Households and Social Class

Chs 13 & 15

Week 10 15-05-2017

Group Influence and Communication

Ch 14

Week 11 22-05-2017

Culture and Cross-Cultural Variations

Ch 16

Week 12 29-05-2017

Review Week

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 5 and closes at 5pm AEST Friday Week 6 in Moodle

Weighting: 20%

Time: 60 minutes

Details

The online consumer behaviour quiz ensures that students engage the conceptual material in the following chapters of the textbook: 1, 2, 3, 4, 5, 7, 8, 9. The quiz includes 40 questions and has a time limit of 60 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 6 Friday (21-Apr-2017) 05:00 PM AEST
Return Date to Students On completion of online quiz.
Weighting 20%
Assessment Criteria
  • You will be given 60 minutes ONLY for the quiz.
  • The total score for the quiz is 20 marks (40 questions × 0.5 mark per question = 20 marks).
Submission Online

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

1. explain and critically assess the contributions of social sciences to the development of consumer behaviour principles

2. explain the contribution of consumer behaviour to marketing and strategy development

3. discuss how consumer behaviour principles can be used as a conceptual framework for developing segmentation, targeting and positioning strategies

4. evaluate the influence of the internal factors of perception, motivation, learning, attitude and personality/psychographics on the behaviours of consumers

5. evaluate the influence of the external factors of reference groups, family, social class, culture and market forces on the behaviours of consumers

6. critically apply models of consumer decision making to specific examples of consumer behaviour.

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

1. Communication

2. Problem Solving

3. Critical Thinking

4. Information Literacy

6. Information Technology Competence

7. Cross Cultural Competence

8. Ethical practice



2 Presentation

Assessment Title Presentation
Task Description

Assessment Task 2—Presentation

Due date: 5pm AEST Friday Week 8

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 8. However, on-campus students may present in class prior to, during, or after Week 8, depending on their local lecturer/tutor's scheduling.
Assessment Due Date Week 8 Friday (05-May-2017) 05:00 PM AEST
Return Date to Students Week 11 Friday (26-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. explain and critically assess the contributions of social sciences to the development of consumer behaviour principles

2. explain the contribution of consumer behaviour to marketing and strategy development

3. discuss how consumer behaviour principles can be used as a conceptual framework for developing segmentation, targeting and positioning strategies

4. evaluate the influence of the internal factors of perception, motivation, learning, attitude and personality/psychographics on the behaviours of consumers

5. evaluate the influence of the external factors of reference groups, family, social class, culture and market forces on the behaviours of consumers

6. critically apply models of consumer decision making to specific examples of consumer behaviour.

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

1. Communication

2. Problem Solving

3. Critical Thinking

4. Information Literacy

6. Information Technology Competence

7. Cross Cultural Competence

8. Ethical practice



3 Written Assessment

Assessment Title Individual Report
Task Description

Assessment Task 3—Individual Report

Due date: 5pm AEST Friday Week 12

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 compensatory decision rule to calculate which rental property option each of the 3 respondents is most likely to choose, based on the decision matrix presented in her/his questionnaire. Is this the rental property s/he would have actually chosen? If there is a difference, please provide an explanation.

Thirdly, 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:

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

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.


Your report should follow the subsequent structure:

  • title page;
  • executive summary;
  • table of contents;
  • introduction;
  • application of compensatory decision rule;
  • analysis of behaviour;
  • recommendations;
  • conclusion;
  • reference list.
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 - 5 marks
  • Application of compensatory decision rule - 10 marks
  • Analysis of behaviour - 15 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. explain and critically assess the contributions of social sciences to the development of consumer behaviour principles

2. explain the contribution of consumer behaviour to marketing and strategy development

3. discuss how consumer behaviour principles can be used as a conceptual framework for developing segmentation, targeting and positioning strategies

4. evaluate the influence of the internal factors of perception, motivation, learning, attitude and personality/psychographics on the behaviours of consumers

5. evaluate the influence of the external factors of reference groups, family, social class, culture and market forces on the behaviours of consumers

6. critically apply models of consumer decision making to specific examples of consumer behaviour.

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

1. Communication

2. Problem Solving

3. Critical Thinking

4. Information Literacy

6. Information Technology Competence

7. Cross Cultural Competence

8. Ethical practice




© 2017 CQUniversity
Page generated by apps-prod-02.cqu.edu.au at Mon May 29 06:18:40 AEST 2017