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Unit outline_

MKTG6007: Consumer Behaviour

Semester 2, 2023 [Normal day] - Camperdown/Darlington, Sydney

This unit focuses on the concepts, processes and theories that assist marketing managers in enacting a consumer-centric approach to marketing. Students learn to apply the concepts, principles, and theories from various social sciences to the study of factors that influence the acquisition, consumption and disposition of goods, services and experiences. Specifically, principles from economics, psychology, sociology, social psychology, cultural anthropology etc. are used to describe and explain consumer behaviour.

Unit details and rules

Academic unit Marketing
Credit points 6
Prerequisites
? 
MKTG5001
Corequisites
? 
None
Prohibitions
? 
None
Assumed knowledge
? 

None

Available to study abroad and exchange students

Yes

Teaching staff

Coordinator Christina Anthony, christina.anthony@sydney.edu.au
Lecturer(s) Christina Anthony, christina.anthony@sydney.edu.au
Type Description Weight Due Length
Participation Participation (LookBook 13% + BRC 2%)
LookBook (13%) and Business Research Component (2%)
15% Multiple weeks N/A
Outcomes assessed: LO1 LO7 LO6 LO5 LO4 LO3 LO2
Small test In-Class Test (15%)
In-Class Test (15%)
15% Week 06
Due date: 05 Sep 2023 at 17:00
40 minutes
Outcomes assessed: LO1 LO4 LO3 LO2
Presentation group assignment Group Oral Presentation (15%)
Group Oral Presentation (15%)
15% Week 10
Due date: 13 Oct 2023 at 17:00
Max. of 5 minutes
Outcomes assessed: LO1 LO7 LO6 LO5 LO4 LO3 LO2
Assignment group assignment Group Written Assignment (25%)
Group Written Assignment (25%)
25% Week 10
Due date: 13 Oct 2023 at 17:00
2500 words excl. Appendices/References
Outcomes assessed: LO1 LO7 LO6 LO5 LO4 LO3 LO2
Assignment Changing Consumer Behaviour Challenge (CCBC 30%)
Changing Consumer Behaviour Challenge (CCBC 30%)
30% Week 13
Due date: 03 Nov 2023 at 17:00
750 words
Outcomes assessed: LO1 LO7 LO5 LO4 LO3 LO2
group assignment = group assignment ?

Assessment summary

  • Participation: This will comprise of the LookBook assessment (13%) and participation in the Business Research Component (BRC) Asessment (2%).
  • In-Class Test: This will comprise of a mixture of multiple choice and true-false questions covering material in Weeks 1-5 inclusive.
  • Group Written Assignment: You will be required to explain the nature and expected cause(s) of a consumer-relevant problem and develop a theory-based marketing solution to address the problem. 
  • Group Oral Presentation: You will be required to prepare an oral presentation covering Part 1 and Part 2 of your written group assignment.
  • Changing Consumer Behaviour Challenge: You will be required to identify a real consumer behaviour that you would personally like to change or try (e.g. Spend less. Save more. Shop more locally. Cut down on sugar. Eat less fast food. Reduce social media usage. Shift to more organic products. Exercise more. Use less water. Drink less alcohol. Stop smoking. Donate more to charity).You will be required to self-reflect and document your challenge and to write a well-developed analysis in which you critically analyse your challenge. 
  • 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.

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 Module 1: Introduction to Consumer Behaviour and the MAO Framework (Chapters 1 & 2) Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6 LO7
Week 02 Module 2: Exposure, Attention, Perception and Comprehension (Chapter 3) Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6 LO7
Week 03 Module 3: Memory and Knowledge Structures (Chapter 4) Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6 LO7
Week 04 Module 4: Consumer Attitudes I (Chapter 5) Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6 LO7
Week 05 Module 5: Consumer Attitudes II (Chapter 6) Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6 LO7
Week 06 Module 6: In-Class Test Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4
Week 07 Module 7: Consumer Decision Making I (Chapters 7 & 8) Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6 LO7
Week 08 Module 8: Consumer Decision Making II (Chapters 9 & 10) Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6 LO7
Week 09 Module 9: Social Influences on Consumer Behaviour (Chapter 11) Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6 LO7
Week 10 Module 10: Consumer Behaviour Insights In Practice (Live Lecture) Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6 LO7
Week 11 Module 11: Consumer Diversity (Chapter 12) Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6 LO7
Week 12 Module 12: Social Class and Households (Chapter 13) Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6 LO7
Week 13 Module 13: Psychographics and Ethics (Chapter 14 and 17) Lecture and tutorial (3 hr) LO1 LO2 LO3 LO4 LO5 LO6 LO7

Attendance and class requirements

Lecture recording: All lectures modules are available on Canvas for student use. Students should ensure they complete all modules, attend all workshops 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

All readings for this unit can be accessed on the Reading List link available on Canvas.

Hoyer, W.D., MacInnis, D.J. and Pieters, R (2023), Consumer Behavior, 8th Edition, Boston, MA: Cengage Learning US, ISBN 9780357721292).

 

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. identify and analyse both factual and real-world issues related to consumer behaviour
  • LO2. examine underlying theories, concepts, assumptions, limitations and arguments in the study of consumer behaviour
  • LO3. strategically apply consumer behavior theories and concepts to business problems and marketing practices.
  • LO4. develop appropriate solutions to address consumer behaviour problems and provide coherent arguments to support your recommendations
  • LO5. communicate your thoughts and opinions confidently and to a professional standard
  • LO6. collaborate and communicate with people from diverse backgrounds with inclusiveness, open-mindedness and civility
  • LO7. research and use information related to the behaviour of consumers, efficiently and responsibly demonstrated by professional referencing and relevant permission.

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.

No changes have been made since this unit was last offered.

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.