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MKT1002 Consumer Behaviour

Subject Cat-nbr Class Term Mode Description Units Campus
MKT 1002 90109 2, 2009 ONC Consumer Behaviour 1.00 Toowoomba
Academic group: FOBUS
Academic org: FOB004
Student contribution band: 3A
ASCED code: 080599

Contents


STAFFING

Examiner: Karen Miller
Moderator: Joe Zhou


REQUISITES

Co-requisite: MKT1001


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 <http://www.usq.edu.au/ict/students/standards/default.htm>.


RATIONALE

The study of consumer behaviour is seen as critical to understanding all marketing strategy decision making. An understanding of the psychological and sociological aspects of consumers' search and choice processes is vital to an in-depth appreciation of later subjects such as promotion management, market research, strategic marketing and others.



SYNOPSIS

This course develops in depth the basics of consumer behaviour introduced in MKT1001 Introduction to Marketing. It is based upon the premise that consumers are the key to success of any marketing effort and hence marketers need to know how and why consumers behave the way they do. The course examines in detail the environmental influences, individual differences and psychological processes which influence the consumer decision processes. Consumer trends are examined through case analysis, media study and real life application.



OBJECTIVES

On successful completion of this course students should be able to:

1.
understand the meaning of consumption and consumer behaviour
2.
explain the role of consumer behaviour in business and society
3.
describe, explain and apply the consumer value framework including its basic components.


TOPICS


Description Weighting (%)
1. Consumer behaviour, marketing strategy and value
 9.00
2. Situational influences
 9.00
3. Need recognition and information search
 9.00
4. Alternative evaluation, selection, choice and consumption
 9.00
5. Perception, learning and memory
 9.00
6. Motivation, emotion and aroused feelings
 9.00
7. Personality and the self concept
 9.00
8. Attitude and attitude change
 9.00
9. Group influence
 9.00
10. Consumer culture and sub-culture
 9.00
11. Consumer misbehaviour and ethics
 10.00

TEXT and MATERIALS required to be PURCHASED or accessed

ALL textbooks and materials are available for purchase from USQ BOOKSHOP (unless otherwise stated). Orders may be placed via secure internet, free fax 1800642453, phone 07 46312742 (within Australia), or mail. Overseas students should fax +61 7 46311743, or phone +61 7 46312742. For costs, further details, and internet ordering, use the 'Textbook Search' facility at http://bookshop.usq.edu.au click 'Semester', then enter your 'Course Code' (no spaces).

MKT1002 study package available from the USQ Bookshop.

Babin, BJ & Harris, EG 2009, CB, Cengage Learning South-Western, Mason, Ohio.

Summers, J & Smith, B 2006, Communication skills handbook: how to succeed in written and oral communication, 2nd edn, John Wiley & Sons, Milton, Queensland.



REFERENCE MATERIALS

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.

Any consumer behaviour text, marketing research text or relevant marketing journals may be used to support student's learning in this course.



STUDENT WORKLOAD REQUIREMENTS

ACTIVITY HOURS
Directed Study 70.00
Private Study 50.00
Report Writing 40.00


ASSESSMENT DETAILS

Description Marks out of Wtg(%) Due date Objectives assessed Graduate skill Level assessed Notes
CMA TEST 1 5.00 5.00 09 Aug 2009 All U2 1 (see note 1)
CMA TEST 2 5.00 5.00 23 Aug 2009 All U2 1  
CMA TEST 3 5.00 5.00 06 Sep 2009 All U2 1  
REPORT 100.00 25.00 09 Sep 2009 All U1, U2, U3, U4, U6, U8 1, 1, 1, 1, 1, 1 (see note 2)
CMA TEST 4 5.00 5.00 20 Sep 2009 All U2 1  
CMA TEST 5 5.00 5.00 25 Oct 2009 All U2 1  
2-HOUR EXAMINATION 120.00 50.00 END S2 All U2 1 (see note 3)
NOTES
1.
The CMA tests must be submitted electronically by midnight AEST (GMT + 10 hours) by the due date as per the detailed instructions contained within the Introductory Book. Students are required to complete each CMA test by the due date and time. Each CMA test will only be available from the USQConnect Study Desk and only for a one-week period. Students will not be permitted to attempt any CMA test after its respective due date regardless of circumstances.
2.
The report is seven pages long plus the title page, contents page, appendix and reference list. The report assesses in-depth one of the components of the customer value framework providing you the opportunity to describe, explain and apply the consumer behaviour theory to business practices.
3.
The examination is scheduled to be held in the end-of-semester examination period. Students will be advised of the official examination date after the timetable has been finalised.

GRADUATE QUALITIES AND SKILLS

Elements of the following Graduate Skills are associated with the successful completion of this course.

Graduate skill assessed

Level assessed
Ethical Research & Enquiry (Skill U1) Introductory (Level 1)
Problem Solving (Skill U2) Introductory (Level 1)
Academic & Professional Literacy (Skill U3) Introductory (Level 1)
Written & Oral Communication (Skill U4) Introductory (Level 1)
Teamwork (Skill U6) Introductory (Level 1)
Managmt, Planning & Org Skills (Skill U8) Introductory (Level 1)

IMPORTANT ASSESSMENT INFORMATION

  1. Attendance requirements:
    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.
  2. 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. (Depending upon the requirements in Statement 4 below, students may not have to satisfactorily complete each assessment item to receive a passing grade in this course.)
  3. Penalties for late submission of required work:
    If students submit assignments after the due date without prior approval of the examiner, then a penalty of 5% of the total marks gained by the student for the assignment may apply for each working day late up to ten working days at which time a mark of zero may be recorded. All online tests must be completed by the due date with no opportunities for resubmission or resitting of the online tests.
  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.
  5. 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.
  6. Examination information:
    This is a restricted examination. Candidates are allowed access to specific materials during the examination. The only materials that candidates may use in the examination for this course are (i) Writing materials: non-electronic and free from material which could give the student an unfair advantage in the examination; (ii) Translation dictionaries: with the Examiner's approval, candidates may, take an appropriate non-electronic translation dictionary into the examination. This will be subject to perusal and, if it is found to contain annotations or markings that could give the candidate an unfair advantage, it may be removed from the candidate's possession until the appropriate disciplinary action is completed.
  7. Examination period when Deferred/Supplementary examinations will be held:
    Any Deferred or Supplementary examinations for this course will be held during the next examination period.
  8. University Regulations:
    Students should read USQ Regulations 5.1 Definitions, 5.6 Assessment, and 5.10 Student Academic Misconduct for further information and to avoid actions which might contravene university regulations. These regulations can be found at <http://www.usq.edu.au/corporateservices/calendar/part5.htm>. Students should also read the Faculty of Business Procedures which can be found at <http://www.usq.edu.au/business/aboutfob.htm>.

ASSESSMENT NOTES

1. Assignments: (i) The due date for an assignment is the date by which a student must submit the assignment to the USQ. (ii) Students must retain a copy of each assignment submitted for assessment. This must be produced within 24 hours if required by the examiner. (iii) The examiner may grant an extension of the due date of an assignment in extenuating circumstances. Applications for extensions should be in writing and must include supporting documentary evidence. Extensions are only granted in unforeseen and uncontrollable circumstances. The examiner shall consider all documentary evidence (including statement from a doctor, employer, counsellor or independent member of the community as appropriate) accompanying an application for extension and decide on the outcome. Length of extensions: Up to one week's extension (five working days) may be granted if a signed statement with supporting documentation is sent with the assignment, proving that an unforeseen and uncontrollable circumstance caused the delay, for example unusual and unpredictable work or family commitments. If the signed statement and supporting documentation does not show that unforeseen and uncontrollable circumstances were present for the days claimed, then the normal reduction in marks for a late assignment of 5% per working day will apply. (iv) Extensions beyond one week are not allowed unless express permission is obtained from the examiner. Extensions beyond one week are only granted in extreme circumstance because model answers may be distributed after this time. If you are likely to require an extension for a longer period than one week, you must contact the examiner for advice. In most cases, you will be required to complete an alternative make-up assignment. However, make-up assignments are only granted if you have passed all other pieces of assessment for the course. Medical extensions: In the case of an application for extension for medical reasons, the documentation should include a statement from a doctor stating: the date the medical condition began or changed; how the condition affected the student's ability to study; when it became apparent that the student could not submit the assignment. As a rule, you will be granted an extension for the number of working days covered on a medical certificate. In the case of a medical extension, you do not need to contact the examiner unless you require an extension of longer than one week. Extensions for family/personal reasons: In the case of an application for extension for family/personal reasons, the documentation should include a statement from a doctor, counsellor or independent member of the community stating: the date the student's personal circumstances began or changed; how the circumstances affected the student's ability to complete the assignment; when it became apparent that the student could not complete the assignment. In the case of an extension for family/personal reasons you must contact the examiner before the due date to discuss the reason for the extension and to negotiate the length of an extension if granted. Extensions for employment-related reasons: In the case of an application for extension for employment-related reasons, the documentation should include a statement from the student's employer stating: the date the student's employment began or the conditions of employment changed; how this prevents the student from completing the assignment. In the case of an extension for employment-related reasons you must contact the examiner before the due date to discuss the reason for the extension and to negotiate the length of an extension if granted.
2. Text books: It is the responsibility of the student to acquire a copy of the text books as soon as their enrolment in the course has been confirmed. Extensions will not be granted on the basis of the student not having copies of the texts, if the texts are available from the USQ Bookshop.
3. 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 <http://www.usq.edu.au/library/help/referencing/default.htm>.
4. Word count in assignments: Students must put the 'word count' for their assignment on the front page of the assignment. The word count is the number of words in the body of the assignment report and does not include the title, executive summary, list of references or appendices. Students will be penalised if they exceed the word limit.
5. Course weightings: Course weightings of topics should not be interpreted as applying to the number of marks allocated to questions testing those topics in an examination paper.
6. Deferred work: Students who, for medical, family/personal, or employment-related reasons, are unable to complete an assignment or to sit for an examination at the scheduled time may apply to defer an assessment in a course. Such a request must be accompanied by appropriate supporting documentation. One of the following temporary grades may be awarded: IDS (Incomplete - Deferred Examination); IDM (Incomplete Deferred Make-up); IDB (Incomplete - Both Deferred Examination and Deferred Make-up).
7. Make-up work: Students who have undertaken all of the required assessments in a course but who have failed to meet some of the specified objectives of a course within the normally prescribed time may be awarded the temporary grade: IM (Incomplete - Make up). An IM grade will only be awarded when, in the opinion of the examiner, a student will be able to achieve the remaining objectives of the course after a period of non-directed personal study.

OTHER REQUIREMENTS

  1. Computer, e-mail and Internet access: 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 <http://www.usq.edu.au/ict/students/standards/default.htm>.

This version produced 11 Dec 2009.
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