MKTG203 Consumer Behaviour 代写

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  • General information
    Learning outcomes
    1. 1. Identify, understand, and articulate a range of influences on consumer behaviour.
    2. 2. Critically analyse, discuss, evaluate and integrate the theoretical literature to create a
    coherent and theoretically rigorous argument.
    3. 3. Critically evaluate and reflect upon specific marketing decisions and marketing strategies
    through the use of applied questions.
    Unit convenor and teaching staff
    Jana Bowden-Everson
    Contact via Email
    E6A 650
    Tues 1-3
    Monica Ren
    Contact via Email
    E6A 522
    Mon 1-3
    Credit points
    Co-badged status
    Unit description
    This unit examines the external and internal factors that influence people's behaviour in a purchase
    situation. The unit provides a conceptual understanding of consumer behaviour, integrating
    theories from psychology, sociology, cultural anthropology and economics. The discipline-specific
    knowledge students should gain from this unit is to understand how and why consumers, including
    those from South–East Asia, make decisions to purchase, use and eventually dispose of products
    and services. This should also result in a better understanding of consumerism issues in both for-
    profit and non-profit sectors.
    Unit guide MKTG203 Consumer Behaviour
    General assessment information
    MKTG203 has been designed to provide you with an introduction to the field of consumer behaviour.
    This unit has been designed to build upon the knowledge and skills you acquired from studying
    Marketing Fundamentals (MKTG101). We are all consumers. We buy a range of items from luxury goods,
    to mobile phones, computers, cars, and everyday items such as groceries. We use services daily when
    we study online, do our telephone banking, visit our favourite café/restaurant, go the doctor, or get our
    hair cut. Despite this commonality, we know that consumers are different from one another. We buy
    different phones, visit different banks, prefer different restaurants, and wear different clothes. Even
    within these categories our decisions change on every purchase occasion as we are influenced by the
    people and information that surrounds us. With this state of flux, how can we construct coherent
    marketing strategies to target consumers effectively?
    In this class we will try to learn how and why consumers behave the way that they do. We will study
    theories from marketing, psychology and the behavioral sciences and we will attempt to use these
    theories to predict how consumers will respond to different marketing activities. You will have the
    opportunity to apply this theory through the analysis of a variety of real-world examples directed at
    amplifying your understanding of how consumer behaviour concepts are used.
    This is a 3 credit point unit.
    Details of Assessment
    Assessed Coursework 10%
    Random collection x3 typed one page responses worth 10% in total (worth 3%, 3% and 4%) due
    between week 2-12
    Each week you are required to type a minimum 1 page response to the set questions for that week
    PRIOR to your tutorial. The schedule for this, and the set topic questions are outline in the "Unit
    Schedule" and are titled "Assessments due for discussion" each week. These responses must be brought
    to class. Your tutor will RANDOMLY collect three (3) of these responses for marking throughout the
    semester. These are respectively worth 3%, 3% and 4% each. You will be told at the START of your
    tutorial that your responses will be collected for marking. You will not receive prior notice of a
    collection. You must therefore ensure that you write your responses each week, and bring them to
    • Each typed response will account for 1% of your participation mark up to a maximum of 10%
    for a response to each of the ten set response topics. Ie. 1% for completion, or 0% for non-
    • You are required to answer each set question in bullet point or paragraph form. Referencing is
    not required.
    • Weekly responses are to be formatted as follows; one single A4 page (strict page limit), size 12
    times new roman font, 1.5 line spacing, normal margins, registered student name, and student
    ID number printed at top of page along with topic title of submission.
    Unit guide MKTG203 Consumer Behaviour
    • Typed responses are to be COLLECTED IN CLASS AND AT THE START OF THE CLASS by your
    tutor in hard copy. Submissions are due to your tutor within the FIRST 15 minutes of class only.
    No extensions will be granted. Students who have not submitted the task during the start of
    tutorial in which the assessment is due will be awarded a mark of 0 for the task, except for
    cases in which an application for special consideration is made and approved.
    • Electronic submissions will not be accepted.
    • Please bring a copy of your solution to class in preparation for class discussion and
    presentation. You will be randomly called on by the tutor to present your responses during the
    The set questions are outlined in the presentation schedule contained in Appendix A.
    Participation 10% - between week 2-12 inclusive
    Each week you are required to type a minimum 1 page response to the set questions (ie. "Assessments
    due for discussion"). Discussion of the solutions in class attracts 1% per tutorial for a total of 10 tutorials
    to a maximum of 10%. In class you are required to verbally participate in class discussions by offering a
    substantive contribution. Your class participation grade will be composed of the quality of your verbal
    participation in class in response to the weekly assessed coursework topics and any other material
    discussed in tutorials. Each week you will receive a score of 1% or 0% between weeks 2 and 12 inclusive.
    Attending classes will substantially increase your understanding of the assigned readings and provide
    you with insight into issues beyond those covered in the readings. It will also give you the opportunity
    to actively participate in class discussions and obtain a better class participation grade. Note, however,
    that your mere presence is not sufficient to earn points for class participation. The quantity and,
    especially, the quality of your contributions to class discussions are also essential.
    NB. If you miss one class in which verbal participation was assessed and if you meet the criteria for
    "Disruption to studies", please apply. If approved, your class particpation and typed responses will be
    assessed in an alternate week.
    NB: Knowledge of the content in the set questions and knowledge gained from the class discussions
    will assist with preparing for the exam.