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Unit outline_

MKTG2112: Consumer Behaviour

Semester 1, 2023 [Normal day] - Camperdown/Darlington, Sydney

This unit examines the psychological, social, and cultural aspects of consumer behaviour on the marketing decisions of public and private organisations. Concepts and principles are drawn from disciplines such as cognitive psychology, social psychology, sociology, anthropology, and demography to discover and understand various aspects of consumer behaviour. Specific topics of study include: cultural, demographic and psychographic influences; reference group influences; household decision processes and consumption behaviour; consumer perception and learning; motivation, personality and emotion; consumer attitudes; and purchase decision processes.

Unit details and rules

Academic unit Marketing
Credit points 6
Prerequisites
? 
MKTG1001
Corequisites
? 
None
Prohibitions
? 
None
Assumed knowledge
? 

None

Available to study abroad and exchange students

Yes

Teaching staff

Coordinator Rohan Miller, rohan.miller@sydney.edu.au
Lecturer(s) Rohan Miller, rohan.miller@sydney.edu.au
Type Description Weight Due Length
Supervised exam
? 
Final exam
Written response questions
34% Formal exam period 2 hours
Outcomes assessed: LO1 LO2 LO3 LO4 LO5 LO6 LO7
Small continuous assessment Module Quizes
online multiple-choice quiz questions
16% Multiple weeks Various
Outcomes assessed: LO1 LO2 LO4
Participation Participation and engagement
Various components.
15% Ongoing Ongoing
Outcomes assessed: LO1 LO2 LO3 LO4 LO5 LO6 LO7
Presentation group assignment Presentation
Oral presentation
15% Week 10
Due date: 01 May 2023 at 09:00
12 minutes
Outcomes assessed: LO1 LO2 LO3 LO4 LO5 LO6 LO7
Assignment group assignment Consumer Report
Professional Report. Approx 9 page report. See further directions on canvas
20% Week 13
Due date: 26 May 2023 at 17:00
2,800 words (approx 9 pages + graphics
Outcomes assessed: LO1 LO7 LO6 LO5 LO4 LO3 LO2
group assignment = group assignment ?

Assessment summary

 

  • Participation and engagement: Divided into three components: (1) The three Module Quizes; (2) Project pitch and plan due in week 6;  (3) Ongoing tutorial participation and engagement, and
  • Consumer Report: Groups will be allocated a topic related to consumer behaviour, and draw on theory to provide marketing solutions that address the assignment brief.  This part of the task will be presented in a formal written marketing report. Due week 13
  • Presentation: This assessment is presentation of Consumer report, for marks and feedback. Groups will prepare and present an oral presentation that details the ideas in your group assignment to an external audience. Due from week 11 (actual presentation = 10%)
    • A group reflection of the AGILE management practice/planning technique you used this semester, and this due in Week 13 with the Consumer Report, and is worth 5% of the presentation mark. Please provide a preliminary slide of your reflection in the presentation. 
  • Final exam: The final exam will inclusively assess all materials from weeks 1-13, including relevant textbook chapters and lecture slides. The exam will be held in the formal exam period.

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name

Mark range

Description

High distinction

85 - 100

Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 

Distinction

75 - 84

Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.

Credit

65 - 74

Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.

Pass

50 - 64

Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school. 

Fail

0 - 49

When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see guide to grades.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

  • Deduction of 5% of the maximum mark for each calendar day after the due date.
  • After ten calendar days late, a mark of zero will be awarded.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

Late penalties per Business School norms.

Academic integrity

The Current Student website provides information on academic integrity and the resources available to all students. The University expects students and staff to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

We use similarity detection software to detect potential instances of plagiarism or other forms of academic integrity breach. If such matches indicate evidence of plagiarism or other forms of academic integrity breaches, your teacher is required to report your work for further investigation.

Use of generative artificial intelligence (AI) and automated writing tools

You may only use generative AI and automated writing tools in assessment tasks if you are permitted to by your unit coordinator. If you do use these tools, you must acknowledge this in your work, either in a footnote or an acknowledgement section. The assessment instructions or unit outline will give guidance of the types of tools that are permitted and how the tools should be used.

Your final submitted work must be your own, original work. You must acknowledge any use of generative AI tools that have been used in the assessment, and any material that forms part of your submission must be appropriately referenced. For guidance on how to acknowledge the use of AI, please refer to the AI in Education Canvas site.

The unapproved use of these tools or unacknowledged use will be considered a breach of the Academic Integrity Policy and penalties may apply.

Studiosity is permitted unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission as detailed on the Learning Hub’s Canvas page.

Outside assessment tasks, generative AI tools may be used to support your learning. The AI in Education Canvas site contains a number of productive ways that students are using AI to improve their learning.

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

WK Topic Learning activity Learning outcomes
Week 01 Introduction to consumer behaviour Lecture (3 hr) LO1 LO2 LO4
Week 02 The Marketer's Grail: Influencing the customer's journey to purchase Lecture and tutorial (3 hr) LO1 LO2 LO4 LO5 LO6
Week 03 To Whom? Some suggestions for identifying consumer groups. Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO6 LO7
Week 04 To Whom: an applied perspective. From information to insights. Lecture and tutorial (3 hr) LO1 LO2 LO3 LO6
Week 05 Individual Decision Making. Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO6
Week 06 Motivation, the self and values Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO6
Week 07 Attitudes: how they are formed and can be changed. Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6
Week 08 Perceptions Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO6
Week 09 Learning and memory Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO6
Week 10 Personality Lecture and tutorial (3 hr) LO1 LO2 LO4 LO6
Week 11 Me & the Gang: Groups and Social Influence Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO6 LO7
Week 12 Kultsumption: The consumption culture. Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO6 LO7
Week 13 Revision. Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO6

Attendance and class requirements

Lecture recording:

This subject is structured to assist students engage with the lecturer and tutors. In week One, we will have a lecture for two hours to explain and discuss the subject.

From week two, each Monday there is a happy hour (mini-lecture seeking to explain the content in a story format), with detailed content of learning materials posted each week.

All lectures and seminars (including the Happy hour) are recorded and will be available on Canvas for student use. Please note the Business School does not own the system and cannot guarantee that the system will operate or that every class will be recorded. Students should ensure they attend and participate in all classes.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

Consumer Behaviour: Buying, Having, Being, (2019), Solomon, Michael R., Rebekah Russell-Bennett, Josephine Previte, 4th edition.

All readings for this unit can be accessed on the Library eReserve link or are available on Canvas

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

At the completion of this unit, you should be able to:

  • LO1. evaluate underlying theories, concepts, assumptions, limitations and arguments in the study of consumer behaviour
  • LO2. identify, analyse and assess both factual and real-world issues and problems related to consumers’ behaviour
  • LO3. develop appropriate solutions to address consumer behaviour problems and provide coherent arguments to support your recommendations
  • LO4. demonstrate your comprehensive understanding of consumer behaviour theories and concepts and how they may be strategically applied to business problems and marketing practice
  • LO5. collect, research, manage, analyse, evaluate and use information related to the behaviour of consumers efficiently and responsibly
  • LO6. be open to new ways of thinking and appreciate the importance of intellectual curiosity, critical thinking and reflection as the foundation for continuous learning
  • LO7. collaborate and communicate with people from diverse backgrounds with inclusiveness, open-mindedness and civility, and to communicate your thoughts and opinions confidently and to a professional standard.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1 Depth of disciplinary expertise

Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.

GQ2 Critical thinking and problem solving

Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.

GQ3 Oral and written communication

Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.

GQ4 Information and digital literacy

Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.

GQ5 Inventiveness

Generating novel ideas and solutions.

GQ6 Cultural competence

Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.

GQ7 Interdisciplinary effectiveness

Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.

GQ8 Integrated professional, ethical, and personal identity

An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.

GQ9 Influence

Engaging others in a process, idea or vision.

Outcome map

Learning outcomes Graduate qualities
GQ1 GQ2 GQ3 GQ4 GQ5 GQ6 GQ7 GQ8 GQ9

This section outlines changes made to this unit following staff and student reviews.

Just as the world is rapidly changing, Consumer Behaviour constantly evolves. This semester there is a consolidation of the emphasis on data, and additional attention is paid to disposal and sustainable consumer behaviours. The impact of new technologies and global trends (such as the Ukrainian situation) also need to be considered.

More information can be found on Canvas.

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.