Units
Consumer Behaviour
Unit code: AMB200
Contact hours: 3 per week
Credit points: 12
Information about fees and unit costs
This unit provides students with the fundamental theories and models to develop a sound understanding of consumers, their needs, and behaviours. It provides a detailed examination of the consumer decision process and the internal and external influences on this core decision process. The unit also assists students in applying this knowledge to the development, implementation and evaluation of marketing activities within an organisation.
Availability
| Semester | Available |
|---|---|
| 2012 Semester 1 | Yes |
| 2012 Semester 2 | Yes |
| 2012 Summer | Yes |
Sample subject outline - Semester 1 2013
Note: Subject outlines often change before the semester begins. Below is a sample outline.
Rationale
A fundamental component of effective and successful marketing activity is an understanding of consumers, their needs and behaviours. Studying the behaviour of consumers in a wide range of situations and circumstances provides marketers with clear guidelines for the development of marketing strategy. This unit provides the foundation theories for the marketing major.
Aims
The aim of this unit is to provide you with an understanding of how the behaviour of consumers is central to the development, implementation and evaluation of marketing activities within an organisation.
Objectives
Course Learning Goals (Undergraduate)
The QUT Business School has established the Assurance of Learning (AOL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:
Have knowledge and skills pertinent to a particular discipline (KS)
1.1 Integrate and apply disciplinary theory and skills to practical situations
1.2 Incorporate the use of technology appropriate to the discipline and context
Be critical thinkers and effective problem solvers (CTA)
2.1 Identify, research and critically analyse information relevant to a business problem or issue, be able to synthesise that information in order to evaluate potential solutions, make recommendations or otherwise effectively address the problem or issue
Be professional communicators in an intercultural context (PC)
3.1 Communicate effectively through written tasks appropriate to varied contexts and audiences
3.2 Communicate effectively through professional oral presentations appropriate to varied contexts and audiences
Be able to work effectively in a Team Environment (TW)
4.1 Demonstrate effective team skills in order to contribute appropriately to the production of a group output
Have a Social and Ethical Understanding (SEU)
5.1 Apply ethical reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by social and cultural understanding
Unit Objectives
Upon completion of this unit, you should be able to:
1. Explain the key principles of consumer behaviour and demonstrate a comprehensive understanding of the complexity and variability of consumer behaviour
2. Analyse real-world marketing problems and recommend creative solutions
3. Communicate effectively; in writing, verbally and electronically
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Content
This unit covers the purchasing process of consumers by examining both the internal and external influences on the consumer.
Internal influences refers to:
External influences refers to:
Students will use philosophical paradigms to also examine the ethics of marketing to consumers in terms of the level of freewill and choice they are able to exercise. The generic capabilities this unit develops are knowledge of the topic area, communication skills, problem-solving skills and critical thinking.
Approaches to Teaching and Learning
This unit adopts teaching and learning methodologies that includes the presentation of the main consumer behaviour theories and models. A lecture format will be used to present the theoretical concepts (objective 1) while tutorials will be used to practice these theories through the use of experiential activities to provide opportunities for students to link theory to practical marketing and business environments (objective 2). Students are also taught communication skills using various universities experts as guest speakers (objective 3). This balance between theory and practice is also reflected in the assessment.
This approach is designed to foster critical enquiry and intellectual debate of consumer behaviour theories as well as creativity to solve marketing problems.
Assessment
.Students will receive feedback in various forms throughout the semester which may include:
Assessment name:
Consumer Behaviour Portfolio
Description:
Students will undertake activities in the tutorials that require insightful understanding of their own consumer behaviour. Students will select three of the six activities to compile into a portfolio.
Length/Duration: 1250 words
Formative or Summative: Formative and Summative
Relates to objectives:
Unit objectives: 1 and AOL goals: KS (1.1)
Weight:
25%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 7
Assessment name:
Consumer Behaviour Report
Description:
Students are required to select from a list of consumer behaviour problems currently being experienced by real organisations, and generate marketing recommendations based on consumer behaviour theory.
Length/Duration: 1,750 words
Formative or Summative: Formative and Summative
Relates to objectives:
Unit objectives: 2, 3 and AOL goals: CTA (2.1), PC (3.1)
Weight:
35%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 12
Assessment name:
Final Exam
Description:
The final exam will consist of multiple choice and essay questions.
Length/Duration: 2 hours + 10 minutes perusal
Formative or Summative: Summative
Relates to objectives:
Unit objectives: 1, 2 and AOL goals: KS (1.1)
Weight:
40%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Central Exam Period
Academic Honesty
QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.
A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.
Resource materials
Prescrived Text
Solomon M. R., Russell-Bennett, R. & Previte, J. (2013). Consumer Behaviour: Buying, Having and Being (3rd edn.). New Jersey Prentice-Hall Inc.
Students are required to have their own copy.
Other resources
Additional Readings available on the Course Materials Database and the Blackboard site.
Risk assessment statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.
Last modified: 20-Dec-2012
