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AMB200 Consumer Behaviour

Unit synopsis

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.

Faculty
QUT Business School
Study area
Business
Credit points
12

Dates and locations

Teaching period Locations
Summer, 2017
20 November 2017 - 16 February 2018
  • Gardens Point
Semester 1, 2018
19 February 2018 - 22 June 2018
  • Gardens Point
Semester 2, 2018
23 July 2018 - 16 November 2018
  • Gardens Point
Summer, 2018
19 November 2018 - 22 February 2019
  • Gardens Point

Fees

Commonwealth supported place (CSP) student contribution amount
2017: $1,324
2018: $1,368
Domestic fee-paying student fee
2017: $2,496
2018: $2,604
International student fee
2017: $3,468
2018: $3,600

Guide to fees

Commonwealth supported place (CSP) student contribution amount
For Australian citizens, permanent visa holders and permanent humanitarian visa holders, and New Zealand citizens who study this unit:
  • as part of a QUT course and are eligible for a Commonwealth supported place (CSP)
  • as a cross-institutional student who has a Commonwealth supported place at their home university.
Domestic fee-paying student fee
For Australian citizens, permanent visa holders and permanent humanitarian visa holders, and New Zealand citizens, who study this unit:
  • as part of a QUT course and are not eligible for a Commonwealth supported place (CSP)
  • as part of a QUT course during Summer Semester
  • as a cross-institutional student who does not have a Commonwealth supported place at their home university
  • as a single-unit study student.
International student fee
For international students who study this unit:
  • as part of a QUT course
  • as part of our study abroad or exchange programs
  • as a cross-institutional student.

Previous study requirements

Prerequisites
BSB126 or CTB126 or BSB116 or BSB117
Anti-requisites
MIB204
Equivalents
AMX200, CTB200

Guide to previous study requirements

Prerequisites
To enrol in this unit, you must have completed these prerequisite units (or have credit, advanced standing or exemption for them), or be able to demonstrate that you have equivalent background knowledge.
Anti-requisites
You can’t enrol in this unit if you have completed any of these anti-requisite units.
Co-requisites
To enrol in this unit, you must have already completed these co-requisite units, or you must enrol in them at the same time.
Equivalents
You can’t enrol in this unit if you have completed any of these equivalent units.
Assumed knowledge
We assume that you have a minimum level of knowledge in certain areas before you start this unit.

Summer Semester details

Dates
20 November 2017 - 16 February 2018
Fee type
Tuition Fee
Restrictions
The unit is available to QUT, single-unit and cross institutional students.
Notes
This is a summer tuition fee unit at the undergraduate level. Standard tuition fees apply. Eligible students may apply for FEE-HELP in eStudent, including cross institutional and QUT students in a Commonwealth supported place who are required to pay tuition fees.

Coordinator

Name
Dr Edwina Luck
Email
e.luck@qut.edu.au
Phone
3138 1392
Fax
3138 1811

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

    Name #1: Consumer Behaviour Portfolio
    DescriptionStudents 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
    Weighting25%
    Due dateWeek 7
    Internal or externalInternal
    Group or individualIndividual
    Relates to learning outcomesUnit learning outcomes: 1 and AOL goals: KS (1.1) HO (2.1, 2.2), PC (3.1)
    Name #2: Exam
    DescriptionThe exam will consist of multiple choice questions.

    Length/Duration:1 hour 15 minutes
    Formative or Summative: Summative
    Weighting30%
    Due dateWeek 9
    Internal or externalInternal
    Group or individualIndividual
    Relates to learning outcomesUnit learning outcomes: 1, 2 and AOL goals: KS (1.1) HO (2.1, 2.2), SE (5.2)
    Name #3: Consumer Behaviour Report
    DescriptionStudents 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: 2,250 words
    Formative or Summative: Formative and Summative
    Weighting45%
    Due dateWeek 13
    Internal or externalInternal
    Group or individualIndividual
    Relates to learning outcomesUnit learning outcomes: 2, 3 and AOL goals: KS (1.1), HO (2.1, 2.2), PC (3.1)

    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.

    Coordinator

    Name
    Hyun 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

    Name #1: Consumer Behaviour Portfolio
    DescriptionStudents 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
    Weighting25%
    Due dateWeek 7
    Internal or externalInternal
    Group or individualIndividual
    Relates to learning outcomesUnit learning outcomes: 1 and AOL goals: KS (1.1) HO (2.1, 2.2), PC (3.1)
    Name #2: Exam
    DescriptionThe exam will consist of multiple choice questions.

    Length/Duration:1 hour 15 minutes
    Formative or Summative: Summative
    Weighting30%
    Due dateWeek 9
    Internal or externalInternal
    Group or individualIndividual
    Relates to learning outcomesUnit learning outcomes: 1, 2 and AOL goals: KS (1.1) HO (2.1, 2.2), SE (5.2)
    Name #3: Consumer Behaviour Report
    DescriptionStudents 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: 2,250 words
    Formative or Summative: Formative and Summative
    Weighting45%
    Due dateWeek 13
    Internal or externalInternal
    Group or individualIndividual
    Relates to learning outcomesUnit learning outcomes: 2, 3 and AOL goals: KS (1.1), HO (2.1, 2.2), PC (3.1)

    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.

    Apply

    Single-unit study

    You can apply to study this unit for personal or professional development

    Apply now for single-unit study

    Cross-institutional study

    You can apply to study this unit for credit towards a course at another university

    Apply now for cross-institutional study