School/Portfolio:	The Business School
Course Code/ID:	BUMKT2602
Course Title:	Consumer Behaviour
Teaching Location:	Various
Program(s):	Various
Author:	Dr Caroline Winter / Revised: Eugene Skewes 2013
Level:	Advanced
Semester:	Semester 3, 2013
Prerequisite(s):	BUMKT 1501 Introduction to Marketing
Corequisite(s):	Nil
Exclusion(s):	Nil
Credit Points/ Progress Units:	15
ASCED Code:

Adopted Reference
Style APA

1
COURSE ORGANISATION:

1.1 1.1 Student
Responsibility

It is the responsibility of every student to be aware of the
requirements for this course, and understand the specific details included in
this document.

For full details of programs and school procedures, please refer to
the University of Ballarat handbook (http://www.ballarat.edu.au/future-students/handbook ) and The Business School Programs Handbooks available athttp://www.ballarat.edu.au/business/handbooks

Students
should be aware of the content of the handbooks, particularly:

:

·
Special Consideration process
and forms

·
Assignment Coversheet

·
Submission of tasks and
assignments

·
Grading codes

·
Appeal process

·
Unsatisfactory progress – Early
Intervention

1.2 Staff

The most
appropriate contact is your teacher. If necessary they will contact the Course
Coordinator at the University of Ballarat.

	Coordinator	Lecturer	Tutor
Name:	Eugene Skewes
Phone:	03 53276583
Email	eskewes@ballarat.edu.au

1.3 Consultation Hours

Mandatory field- add advice to students, setting out when staff will be
available for consultation during this course.

1.4 Prescribed Text

This subject will
be conducted on the presumption that students have a copy of:

Babin, B., Harris, E. (2013). CB5. Mason, USA:
Cengage.

1.5 Plagiarism

Plagiarism
is presenting someone else work as your own and is a serious offence with
serious consequences. As set out in the University Regulation 6.1.1, students
who are caught plagiarising will, for a first offence, be given a zero mark for
that task. A second offence will result in a failing grade for the course(s)
involved and any subsequent offence will be referred to the Student Discipline
Committee. Student must be aware of the University
Regulation 6.1.1 Student Plagiarism, available at http://www.ballarat.edu.au/__data/assets/pdf_file/0005/44996/r6_1_1plagiarism.pdf
. The link to the library website for more information is: http://www.ballarat.edu.au/library/assignment-and-research-help/referencing

Students
must:

·
fully reference the source(s) of all material, even if you have
re-expressed the ideas, facts or descriptions;

·
acknowledge all direct quotations; and

·
not submit work that has been researched and written by another person

Turnitin –Turnitin is a software
application that allows students to check their assignments for referencing and
citation omission or incorrect paraphrasing.

Students will be informed
of submission requirements for assignments, particularly if submitted through
UBOnline.

1.6 Late Submission

Assessment tasks submitted after the due date, without
prior approval/arrangement, will be penalised at 10% of the available marks per
day. Requests for extension of time must be made with the lecturer concerned
and based on Special Consideration guidelineshttp://policy.ballarat.edu.au/student_services_and_administration/enrolment/special_consideration/ch01.php.

1.7 Course
Evaluation

We welcome feedback as one way to keep improving
this course. Students are encouraged to provide course feedback through eVALUate,UB’s online
student feedback system.eVALUate
will be accessed during Weeks 10 and 11 by the UB Student Survey dashboard system
using UB student user names and passwords.

1.8 UBOnline

UBOnline (also known as
Moodle) is used to host course resources for all courses. Students can download
lecture and tutorial notes to support class participation. Students login to
the UBOnline athttps://ubonline.ballarat.edu.au/login/index.php.

2 OBJECTIVES:

Knowledge

·
To develop an understanding of
the consumer and the internal and external factors that makes each consumption
situation unique.

·
To develop an understanding of
consumer behaviour research in modern marketing.

·
To develop an understanding of
the dynamic and evolving nature of consumer behaviour.

·
To understand the nature and
development of a consumer behaviour strategy.

Skills

• To develop
  practical research skills through a consumer strategy report.
• To develop
  analytical skills through the interpretation of data and information to
  solve consumer-based issues.
• To develop a
  self-paced reading and research schedule.

Values

• Appreciate the
  importance of consumer-oriented strategies to organisations.
• Seek to learn and
  understand more completely the factors associated with marketing
  decision-making.
• Draw on scholarly
  research, as well as current business practice, to examine, analyse and
  evaluate consumer issues.

Topics and
sub-topics may include:

This course
explores the importance of consumer behaviour as a foundation to a business
education. It investigates the buying process at the individual and
organisational level and the way in which marketers influence these processes,
but also the way that consumers influence the marketing process.

This course also
provides a firm foundation for the application of its conceptual frameworks in
the more advanced courses of Marketing Communications, Marketing Strategy and
Analysis, International Marketing and Product Management

4 LEARNING
TASKS AND ASSESSMENT:

Summary

It is emphasised thatthis
course requires a significant commitment outside of formal class contact. The learning tasks in this course may include
classes (lectures, tutorials or seminars), required reading, the preparation of
answers to set questions, exercises and problems, and self-study. In addition, students
may be required to complete an assignment, test or examination.

Summary of suggested
time allocations for this course

Classes	3 hours per topic for 12 topics	36 hours
Reading	2 hours per topic for 12 topics	24 hours
Preparation of set questions, exercises and problems	3 hours per topic for 12 topics	36 hours
Preparation of assignments		32 hours
Study and revision for test and end of semester examination		22 hours
TOTAL		150 hours

Attendance and
Participation

It is in
students’ interest to make every effort to attend all classes for this course
and to complete all preparatory and assessment tasks. Experience shows that
students who do not attend class or carry out the associated activities are
more likely to do poorly or fail the course completely.

Learning Task	Assessment	Weighting	Week due
Individual oral presentation	Individual oral presentation	10%	During class
Completion of an individual assignment	Individual analysis Written paper	20%	11pm Friday Week 5
Completion of an assignment involving students in groups	Group project Written report	30%	11pm Friday Week 10
Research and preparation	Exam	40%

Note on Assessment

The
University of Ballarat PASS grade is achieved at 50%. To pass the courses
listed below student must achieve this and pass the examination (if
applicable).All other courses must achieve a pass overall.

BUACC1506, BUACC1507, BUACC1521,
BUEBU1501, BUECO1507, BUECO1508, BUENT1531, BUHRM1501, BULAW1502, BULAW1503,
BUMGT1501, BUMKT1501, BUMKT1503,
BUTSM1501, BUTSM1502, BUACC5901, BUACC5930, BUACC5932, BUACC5933, BUACC5934,
BUACC5935, BUACC5936, BUACC5937, BUECO5903, BUHRM5912, BULAW5911, BULAW5914,
BULAW5915, BULAW5916, BUMGT5921, BUMGT5926, BUMKT5901, BUMKT5922.

Students are strongly
advised to attempt ALL assessment tasks. Students who do not submit a task(s)
or fail a task(s) in the semester will be identified as a ‘student at risk’ of
unsatisfactory academic progress (outlined in the Business School Handbooks)
and will be directed to the School’s Intervention Program.Students who encounter difficulties or who are otherwise concerned
regarding their progress should consult their lecturer as early in the semester
as possible so remedial action can be taken.

Assessment criteria
set out the details by which performance in each task will be judged. This
information will give a clear and explicit understanding of the expected
standards to be achieved relative to the marks awarded.

Assessment details and criteria

You
will be provided with criteria against which your performance in the course
will be judged. This information will give you a clear and explicit
understanding of the standards you are expected to achieve relative to the
marks awarded.

Assessment 1. Individual oral presentation

Worth 10% 5 minutes Due
Date: During tutorials

This assignment is to provide students with an opportunity to refine
your oral presentation skills, and to help you to be able to summarise textual
information.

Students will be assigned a tutorial in which to present this task.

Each student will be allocated one chapter from the text and will be
required to present an oral summary (five minutes) during the tutorial.

The summary should include:

• A summary of the
  content
• Examples to show
  your understanding of the content
• Relate a relevant
  piece of recent news OR content from another text or journal article that
  shows a deeper understanding of one of the theories from the chapter.

If there are several students in the class, then more than one
student will have to present on the same chapter individually. Your goal is to
present for 5 minutes, if you speak for less than 4 or more than 6 minutes you
will penalised by 1 mark. You presentation will be cut off by your tutor if you
reach 7 minutes.

Please note: this assessment is an oral presentation only.
Powerpoints are optional and no written paper is required.

Please see the assessment criteria sheet towards the end of this
document to guide you through this task.

Assessment 2. Individual analysis

Worth 20% 1,500 words Due
Date: Week 5

You should investigate
some advertisements (on media that will allow you to print a copy) for a range
of non-profit organisations. These may be political, economic, sport,
health, management or government organisations at local, national or
international level. Select one of these and provide an analysis using theory
about exposure, attention and attitudes as discussed in this course.

Please check your
selected advertisement with your lecturer who can advise you as to whether or not
the advertisement will provide enough depth for your analysis.

You should present a
written paper set out according to the requirements listed below:

Executive Summary (150 words, not included in word count)

Table of Contents

1. Introduction (300 words)

1.1 Summary of the organisation. (150
words)

1.2 Description of the advertisement.
(150 words)

(Provide an image
of the advertisement in this section)

2. Analysis (1200 words)

2.1 Relevant Attention Factors: Discuss relevant
attention factors for the advertisement. (250 words)

2.2 Comprehension: Discuss comprehension in relation
to the advertisement. (250 words)

2.3 High and Low Involvement
Behaviour: Explain whether the advertisement involves high or low involvement
behaviour. (250 words)

2.4
Functions of Attitudes: Discuss functions of attitudes and relate to the
advertisement (250 words)

3.
Summary
(200)

List of references

At least 5 different
sources should be used. These
should be primarily rigorous academic sources. You should include a reference
to the advertisement in the List of References.

Submit your report online (moodle) by 11pm Friday week 5

Examples of
non-profit organisations

• Environmental groups
• Public hospitals and health organisations
• Sporting groups and clubs
• Consumer advocate groups

Please see the assessment criteria sheet towards the end of this
document to guide you through this task.

Assessment 3. Group project

Worth 30% 2,400 words Due
Date: Week 10

Students will
participate in small groups (no more than three per group) to analyse a
consumer behaviour campaign and produce a written report detailing the group’s
findings. For this assignment you will
be required to clearly identify and research the key consumer behaviour
issue(s) using an advertising campaign of your choice.

Your group will need to first select a specific advertising
campaign (which will comprise of at least three print advertisements) which
will form the basis of your analysis.

The campaign must involve a high effort situation
(so not a toothpaste commercial)

Please note that if your selected campaign is very large,
you should (carefully) select only three print advertisements to analyse for
this assignment. Please seek advice from
your lecturer or tutor on this.

The campaign must be one for which you can provide a paper
copy (so not television or radio).

You may select from a range of campaigns at local, national
or international level, and for a range of goods and services.

You must use a different campaign and advertisement than
the one you used for assignment 2.

ONCE AGAIN, YOU ARE ADVISED TO CHECK YOUR CHOSEN CAMPAIGN
WITH YOUR LECTURER/TUTOR WELL IN ADVANCE OF THE DUE DATE TO MAKE SURE IT
PROVIDES ENOUGH DEPTH FOR YOUR ANALYSIS, AND AT THE SAME TIME, TO ENSURE IT IS
NOT TOO COMPLEX.

Some examples

You select a campaign
that deals with holidays and then analyse one advertisement to a luxury resort
using the ideas of social status and the ways the campaign seeks to attract a
particular psychographic group.

Your campaign deals
with the purchase of an expensive piece of jewellery or clothing, and you
analyse it using theory of social class, or motivation.

The campaign relates to
a group situation – such as a family or other social group. For this you could
use theory of group influence, household structure.

Your
task

Select a campaign which
represents a high effort decision by a group or individual (details
above)

Analyse the campaign
and prepare a report of your findings according to the following sections:

Executive Summary (200 words, not
included in word count)

Table of Contents

2. Introduction (400 words)

1.1 Campaign Description.
(200 words)

(Provide the three advertisements as images in this section)

1.2
Media and Reach: Describe the kind of media in which the campaign is presented
and its possible reach (local, international for example). (200 words)

2. Analysis (2000 words)

2.1 Target Market: Describe
the target market that you think the campaign appears to be addressing using
relevant theory. You will need to use psychographics or socio-demographics to
assist with your description. (300 words)

2.2 Need Recognition: Discuss
need recognition (in the consumer decision making process) and the kinds of
needs that the advertisement seeks to fulfil for its potential customers. (300
words)

2.3 Select a
relevant area of motivation and emotion theories presented in this course and
discuss in relation to the campaign (400 words)

2.4 Select a relevant area of personalities,
lifestyles and self-concept presented in this course and discuss in relation to
the campaign (400 words)

2.5Campaign
Assessment:Provide an assessment of
how well you think the campaign will work for the identified target market and
suggest some possible improvements/adjustments.(300 words)

4.
Summary
(300)

List of references: At least 5 different sources should be
used. These should be primarily
rigorous academic sources. You should include a reference to the advertisement
in the List of References.

Please see the assessment criteria sheet towards the end of this
document to guide you through this task.

Submit your report online (moodle) by 11pm Friday week 10 (only
one group member is to submit).

Assessment 4. Final examination

Worth 40%

The exam will be 2
hours duration

Further information
will be provided later in the semester.

You can expect a range
of short answer questions and case studies combining theory and application.

Materials covered in
all elements of this course (including in lectures, tutorials, readings,
assignments and set tasks) are examinable.

Delivery is scheduled
across three hours a week for 12 weeks. As the University offers many programs
in a variety of formats please contact local lecturers for further information
about the schedule.

Please note that
the sequence and content of lectures and tutorials may need to be changed and
the following information should be used as a guide.

Please note:
The chapter guide below refers to the textbook CB4, please double check the
topic for CB5 as some topics have been moved to different chapters.

Additional
useful references:

Assael, H., Pope, N., Brennan, L. & Voges, K.
(2007) Consumer Behaviour: First Asia-Pacific Edition. Milton, QLD. John
Wiley & Sons

Arnould, E., Price, L. and Zinkhan, G. (2001). Consumers.
New York: McGraw-Hill.

Babin, B. J. & Harris, E. G. (2011) CB2.Mason,
OH. South-Western Cengage.

Blackwell, R. G., Miniard, P. W. and Engel, J. F.
(2006). Consumer behaviour (10th ed.). Fort Worth: Harcourt.

Hoyer, W. D. and McInnis, D. J. (2001). Consumer
behaviour (2nd ed.). Boston: Houghton Mifflin.

Lawson, R., Tidwell, P., Rainbird, P., Loudon, D. and
Della Bitta, A. (1996). Consumer behaviour in Australia and New Zealand.
Roseville McGraw-Hill.

Neal, C., Quester, P. and Hawkins, D. (2004). Consumer
behaviour: Implications for marketing strategy (4th ed.). Sydney: McGraw
Hill

Peter, J. P. and Olson, J. C. (2005). Consumer
behaviour and marketing strategy (7th ed.). New York: McGraw-Hill.

Schiffman, L., Bednall, D., Cowley, E., O’Cass, A.,
Watson, J. and Kanuk, L. (2000). Consumer behaviour. Sydney: Prentice Hall.

Sheth, J. N., Mittal, B. and Newman, B. I. (1999). Customer
behaviour: Consumer behaviour and beyond. Fort Worth: The Dryden Press.

Solomon, M., Dann, S., Dann, S. and Russell-Bennett,
R. (2007). Consumer behaviour: Buying, having, being. NSW: Pearson

Journals

Journal of Consumer Behaviour

Journal of Consumer Research

Journal of Consumer Marketing

Assessment 1:
Individual oral presentation(assessment
criteria sheet)

Criteria	Comments	Marks
Content
Summary of the content of the chapter		/2
Examples to show your understanding of the content		/2
Relate a relevant piece of recent news OR content from another text or journal article		/2
Presentation Skills
Attempt to engage class through questions or activity		/2
Speak and use body posture in a professional manner		/2
Time*
Total		/10

* Your goal is
to present for 5 minutes, if you speak for less than 4 or more than 6 minutes
you will penalised by 1 mark. You presentation will be cut off by your tutor if
you reach 7 minutes.

Assessment 2:
Individual analysis(assessment criteria
sheet)

Criteria	Comments	Marks
Executive Summary (150 words) · Include summary of content and findings		/3
Table of Contents · Numbered headings · Well presented		/2
3. Introduction (300 words)
1.1 Provide a short summary of the organisation. (150 words)		/3
1.2 Describe the advertisement. (150 words) (Provide an image of the advertisement in this section)		/3
2. Analysis (1000 words)
2.1 Discuss relevant attention factors for the advertisement. (250 words)		/5
2.2 Discuss comprehension in relation to the advertisement. (250 words)		/5
2.3 Explain whether the advertisement involves high or low involvement behaviour. (250 words)		/5
2.4 Discuss functions of attitudes and relate to the advertisement (250 words)		/5
3.Summary (200)		/2
References · Quality of sources, appropriate citation in text and list of references · At least 5 different sources used.		/3
Presentation · Appropriate structure, headings and length · Writing style, spelling, grammar, error rate.		/4
Total		/40 (20%)

Assessment 3:
Group Project(assessment criteria
sheet)

Criteria	Comments	Marks
Executive Summary (200 words) · Include summary of content and findings		/2
Table of Contents · Numbered headings · Well presented		/1
4. Introduction (400 words)
1.2 Describe the campaign. (200 words) (Provide the three advertisements as images in this section)		/2
1.2 Describe the kind of media in which the campaign is presented and its possible reach (local, international for example). (200 words) < Order a similar assignment, and have writers from our team of experts write it for you, guaranteeing you an A Share: # Categories: Sociology