AMB200 Consumer Behaviour

Coordinator

Name

Dr HS Jin

Email

hs.jin@qut.edu.au

Phone

3138 2645

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.

Learning outcomes

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:

Knowledge and Technological Skills (KS)

1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.

Higher Order Thinking (HO)

2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.

Professional Communication (PC)

3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.

Teamwork and Self (TS)

4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts.

Social, Ethical and Global Understanding (SE)

5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.


Unit Learning Outcomes
Upon completion of this unit, you should be able to:

1. Explain and analyse consumer behaviour theories
2. Apply theoretical and practical knowledge to investigate real world consumer behaviour problems and to recommend strategies and tactics that address the conmplexity and variability of consumer behaviour
3. Demonstrate and apply knowledge of socially responsible behaviour in relation to consumer behaviour issues

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:

perception

learning

memory

personality

motivation

emotion

attitudes

External influences refers to:

culture

situational factors

groups

demographics

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 expert 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 items

Academic integrity

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, Being (3rd edn.). Pearson: Australia.

Students are required to have their own copy.

Other resources
Additional Readings will be available on the Unit 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.