MKTG 303 : Consumer Behaviour

Business and Economics

2020 Semester Two (1205) (15 POINTS)

Course Prescription

Focuses on understanding customers. Applies psychology to how people make consumption decisions and interpret advertising. Includes a consideration of individual differences and environmental/situational influences on consumers.

Course Overview

MKTG 303 ‘Consumer Behaviour’ is the more focused and traditionally academic/theoretical of the two required Year 3 courses that all students must take to in order to complete a major in Marketing. Understanding customers lies at the centre of the academic discipline of Marketing and is absolutely central to success in Marketing practice. This point has been made repeatedly throughout your major to date as you have been introduced to the topic of consumer/buyer behaviour, but this course now allows us to explore this in a far more advanced depth.

The goals of the course are:

• develop your understanding of the important drivers of consumer behaviour, the multidisciplinary factors involved in the study of consumer behaviour, and the marketing management issues arising from a sound knowledge of consumer behaviour theory; and
• develop your ability to apply the above knowledge in a practical and relevant manner in order to enhance effective marketing management.

Course Requirements

Prerequisite: MKTG 201 or 291 Restriction: MKTG 293

Capabilities Developed in this Course

Capability 1: Disciplinary Knowledge and Practice
Capability 2: Critical Thinking
Capability 3: Solution Seeking
Capability 4: Communication and Engagement
Capability 5: Independence and Integrity
Capability 6: Social and Environmental Responsibilities
Graduate Profile: Bachelor of Commerce

Learning Outcomes

By the end of this course, students will be able to:
  1. Identify and classify key theories that underpin reasons for buyer behaviour (Capability 1)
  2. Explain and critically evaluate internal and external influences on buyer behaviour (Capability 1 and 2)
  3. Build coherent and evidence-based arguments that explain how buyers make decisions across various consumption contexts (Capability 2 and 3)
  4. Independently develop contextually-applied arguments about buyer behaviour issues through clear written communication (Capability 4.2 and 5.1)
  5. Relate how buyer decision influences business decisions and impacts broader societal issues (Capability 5.2 and 6)

Assessments

Assessment Type Percentage Classification
Quizzes 1% Individual Coursework
Test 20% Individual Test
Assignments 29% Individual Coursework
Final Exam 50% Individual Examination
Assessment Type Learning Outcome Addressed
1 2 3 4 5
Quizzes
Test
Assignments
Final Exam

Workload Expectations

This course is a standard 15 point course and students are expected to spend 10 hours per week involved in each 15 point course that they are enrolled in.

Digital Resources

Course materials are made available in a learning and collaboration tool called Canvas which also includes reading lists and lecture recordings (where available).

Please remember that the recording of any class on a personal device requires the permission of the instructor.

Academic Integrity

The University of Auckland will not tolerate cheating, or assisting others to cheat, and views cheating in coursework as a serious academic offence. The work that a student submits for grading must be the student's own work, reflecting their learning. Where work from other sources is used, it must be properly acknowledged and referenced. This requirement also applies to sources on the internet. A student's assessed work may be reviewed against online source material using computerised detection mechanisms.

Inclusive Learning

All students are asked to discuss any impairment related requirements privately, face to face and/or in written form with the course coordinator, lecturer or tutor.

Student Disability Services also provides support for students with a wide range of impairments, both visible and invisible, to succeed and excel at the University. For more information and contact details, please visit the Student Disability Services’ website at http://disability.auckland.ac.nz

Special Circumstances

If your ability to complete assessed coursework is affected by illness or other personal circumstances outside of your control, contact a member of teaching staff as soon as possible before the assessment is due.

If your personal circumstances significantly affect your performance, or preparation, for an exam or eligible written test, refer to the University’s aegrotat or compassionate consideration page: https://www.auckland.ac.nz/en/students/academic-information/exams-and-final-results/during-exams/aegrotat-and-compassionate-consideration.html.

This should be done as soon as possible and no later than seven days after the affected test or exam date.

Student Feedback

At the end of every semester students will be invited to give feedback on the course and teaching through a tool called SET or Qualtrics. The lecturers and course co-ordinators will consider all feedback and respond with summaries and actions.

Your feedback helps teachers to improve the course and its delivery for future students.

Class Representatives in each class can take feedback to the department and faculty staff-student consultative committees.

Student Charter and Responsibilities

The Student Charter assumes and acknowledges that students are active participants in the learning process and that they have responsibilities to the institution and the international community of scholars. The University expects that students will act at all times in a way that demonstrates respect for the rights of other students and staff so that the learning environment is both safe and productive. For further information visit Student Charter (https://www.auckland.ac.nz/en/students/forms-policies-and-guidelines/student-policies-and-guidelines/student-charter.html).

Disclaimer

Elements of this outline may be subject to change. The latest information about the course will be available for enrolled students in Canvas.

In this course you may be asked to submit your coursework assessments digitally. The University reserves the right to conduct scheduled tests and examinations for this course online or through the use of computers or other electronic devices. Where tests or examinations are conducted online remote invigilation arrangements may be used. The final decision on the completion mode for a test or examination, and remote invigilation arrangements where applicable, will be advised to students at least 10 days prior to the scheduled date of the assessment, or in the case of an examination when the examination timetable is published.

Published on 03/07/2020 10:15 a.m.