| Semester 2, 2021 Online | |
| Short Description: | Consumer Behaviour |
| Units : | 1 |
| Faculty or Section : | Faculty of Business, Education, Law and Arts |
| School or Department : | School of Business |
| Student contribution band : | Band 4 |
| ASCED code : | 080599 - Sales and Marketing not elsewh |
| Grading basis : | Graded |
Staffing
Examiner:
Other Requisites
Students are required to have access to a personal computer, e-mail capabilities and Internet access to UConnect. Current details of computer requirements can be found at .
Rationale
The study of consumer behaviour is critical to understanding how consumers seek and interpret marketing information in exchange transactions. An understanding of the psychological and sociological aspects of consumers' search and choice processes is also vital for successful marketing strategy development. This course will also provide an essential foundation for the marketing subjects studied later in the program.
Synopsis
Consumer behaviour provides students with an understanding of value sought in an exchange (a concept introduced in MKT1001, Introduction to Marketing). This course unpacks hedonic, utilitarian and social value to facilitate student learning about consumer value and introduces the notion of co-creating value. Students learn how various factors such as: situational contexts, psychological and social cultural influences impact perceptions of value in the exchange in a multitude of markets. Students explore a range of ways in which consumer value can be applied in the marketplace, and consider the ethical nature of value application on consumers.
Objectives
On successful completion of this course students should be able to demonstrate:
- an ability to locate, organise and synthesise consumer behaviour concepts, theories, principles and apply them to solve marketing problems;
- an ability to use initiative, creativity and judgement in the application of consumer behaviour theories and principles;
- an ability to apply social, ethical and morally responsible standards to marketing solutions;
- an ability to communicate clearly and concisely in presenting relevant knowledge, solutions and novel ideas to a range of audiences.
Topics
| Description | Weighting(%) | |
|---|---|---|
| 1. | Consumer behaviour, marketing strategy and value | 10.00 |
| 2. | Consumer decision-making and value in the exchange | 25.00 |
| 3. | The impact of situational contexts on consumer value | 10.00 |
| 4. | The impact of psychological influences on consumer value | 15.00 |
| 5. | The impact of social and cultural influence on consumer value | 10.00 |
| 6. | The application of consumer behaviour to various marketing and business contexts | 30.00 |
Text and Materials
ALL textbooks and materials available to be purchased can be sourced from (unless otherwise stated). (https://omnia.usq.edu.au/textbooks/?year=2021&sem=02&subject1=MKT1002)
Please for alternative purchase options from USQ Bookshop. (https://omnia.usq.edu.au/info/contact/)
Reference Materials
Student Workload Expectations
| Activity | Hours |
|---|---|
| Assessments | 40.00 |
| Directed Study | 70.00 |
| Private Study | 50.00 |
Assessment Details
| Description | Marks out of | Wtg (%) | Due Date | Notes |
|---|---|---|---|---|
| ASSIGNMENT 1 | 100 | 20 | 17 Aug 2021 | |
| ASSIGNMENT 2 | 100 | 35 | 21 Sep 2021 | |
| TAKE HOME EXAMINATION | 100 | 45 | End S2 | (see note 1) |
Notes
- This will be a take home exam. Students will be provided further instruction regarding the exam by their examiner via StudyDesk. The examination date will be available via UConnect when the Alternate Assessment Schedule has been released.
Important assessment information
-
Attendance requirements:
Online: There are no attendance requirements for this course. However, it is the students' responsibility to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.
On-campus: It is the students' responsibility to attend and participate appropriately in all activities (such as lectures, tutorials, laboratories and practical work) scheduled for them, and to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration. -
Requirements for students to complete each assessment item satisfactorily:
To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks for that item. -
Penalties for late submission of required work:
Students should refer to the Assessment Procedure (point 4.2.4) -
Requirements for student to be awarded a passing grade in the course:
To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course. -
Method used to combine assessment results to attain final grade:
The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative assessment items in the course. -
Examination information:
A Take Home Examination is one in which candidates may have access to any printed, written, or online material. -
Examination period when Deferred/Supplementary examinations will be held:
Deferred and Supplementary examinations will be held in accordance with the Assessment Procedure . -
University Student Policies:
Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at .
Assessment Notes
-
Referencing in assignments:
Harvard (AGPS) is the referencing system required in this course. Students should use Harvard (AGPS) style in their assignments to format details of the information sources they have cited in their work. The Harvard (AGPS) style to be used is defined by the USQ Library's referencing guide at .