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MRKT19031 - Consumer Behaviour

General Information

Unit Synopsis

Consumer Behaviour is the study of individual, group, and organisational processes involved in selecting, securing, and using products and services. Understanding why, what, and how consumers purchase is fundamentally critical to marketers and policymakers. In this unit you will examine both the internal and external factors that influence buyer behaviour using consumer decision making models as a framework. Furthermore, you will develop critical understandings on elements from psychology, sociology, social anthropology, marketing and economics relating to the decision-making processes of buyers, as well as the roles emotions and cognitions play in buying behaviour.

Details

Level Undergraduate
Unit Level 2
Credit Points 6
Student Contribution Band SCA Band 4
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites

Prereq of MRKT11028 or MRKT11029

Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).

Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 1 - 2018

Term 1 - 2018 Profile
Brisbane
Distance
Melbourne
Rockhampton
Sydney
Term 1 - 2019 Profile
Brisbane
Melbourne
Online
Perth
Rockhampton
Sydney
Term 1 - 2020 Profile
Brisbane
Melbourne
Online
Perth
Rockhampton
Sydney
Term 1 - 2021 Profile
Brisbane
Melbourne
Online
Sydney
Term 1 - 2022 Profile
Brisbane
Melbourne
Online
Sydney
Term 1 - 2023 Profile
Brisbane
Melbourne
Online
Sydney

Attendance Requirements

All on-campus students are expected to attend scheduled classes – in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Assessment Overview

Recommended Student Time Commitment

Each 6-credit Undergraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Assessment Tasks

Assessment Task Weighting
1. Online Quiz(zes) 20%
2. Presentation 30%
3. Written Assessment 50%

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%).

Consult the University’s Grades and Results Policy for more details of interim results and final grades

Past Exams

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Previous Feedback

Term 1 - 2022 : The overall satisfaction for students in the last offering of this course was 81.82% (`Agree` and `Strongly Agree` responses), based on a 24.44% response rate.

Feedback, Recommendations and Responses

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Source: Student feedback
Feedback
Additional relevant videos to the Moodle site can help further learning.
Recommendation
It is recommended that additional video content that corresponds with each week's learning materials be provided to enhance learning.
Action Taken
Providing additional relevant video resources on Moodle to further enhance learning.
Source: Self reflection
Feedback
Some students were receptive to the provision of additional assessment guidance and support.
Recommendation
Continue providing students with assessment guideline documents, marking rubric, and weekly drop-in sessions to be made available through the unit Moodle site for further assistance and support.
Action Taken
Continue providing students with comprehensive assessment guides, marking rubrics, and extra consultation times for further support.
Source: Student feedback
Feedback
Communication, teaching flexibility, extra Zoom support to students, and the friendliness of the teaching team were appreciated by students.
Recommendation
It is recommended that all these factors are maintained to engage students and enhance student retention.
Action Taken
Continue providing students with effective assessment supports in a timely manner including email communications, extra individual Zoom session, Moodle forums, and weekly drop-in session, etc.
Source: Student feedback
Feedback
Students appreciated the help provided for the assessments, particularly the assessment tips designed for them.
Recommendation
The teaching staff will continue to provide timely and efficient assessment support for the future students of this unit, in order to facilitate them to develop the best understanding of all critical aspects of the assessments.
Action Taken
Nil.
Source: Student feedback
Feedback
Students appreciated the unit coordinator's feedback and constant check-ins, as well as her availability and accessibility.
Recommendation
Continue to strongly support and engage students to ensure that the assessment requirements of this unit are clear.
Action Taken
Nil.
Source: Self reflection
Feedback
While the range of resources provided assisted learning, there is a preference for a more directed learning guide.
Recommendation
The unit coordinator will provide more assessment exemplars and resources for further clarification regarding the assessment task.
Action Taken
Nil.
Unit learning Outcomes

On successful completion of this unit, you will be able to:

  1. Assess the contributions of social sciences in the development of consumer behaviour principles
  2. Identify critical situational influences that shape purchase and consumption decisions of consumers
  3. Apply models of consumer decision making to specific examples of consumer behaviour
  4. Evaluate the influences of internal and external factors on thoughts, feelings, and actions of consumers
  5. Outline how consumer behaviour principles can be used as conceptual frameworks for developing effective marketing strategies.

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4 5
1 - Online Quiz(zes) • • •
2 - Presentation • • •
3 - Written Assessment • • • •
Alignment of Graduate Attributes to Learning Outcomes
• Introductory Level
• Intermediate Level
• Graduate Level
Graduate Attributes Learning Outcomes
1 2 3 4 5
1 - Communication • • • • •
2 - Problem Solving • • • •
3 - Critical Thinking • • • • •
4 - Information Literacy • • • • •
6 - Information Technology Competence • • • • •
7 - Cross Cultural Competence • •
8 - Ethical practice • • • • •
Alignment of Assessment Tasks to Graduate Attributes
• Introductory Level
• Intermediate Level
• Graduate Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8 9 10
2 - Presentation • • • • • •
3 - Written Assessment • • • • • • •
1 - Online Quiz(zes) • • • •