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 - 2024

Term 1 - 2024 Profile
Brisbane
Melbourne
Online
Sydney
Term 1 - 2025 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 - 2024 : The overall satisfaction for students in the last offering of this course was 62.50% (`Agree` and `Strongly Agree` responses), based on a 20% 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
Convenient to reach out and discuss assignment tasks.
Recommendation
The unit coordinator should set up an online drop-in session or use any online platform where students can easily access their consultation time and schedule one-on-one meetings with the UC flexibly. This ensures that the coordinator has dedicated time to focus on each student's queries individually.
Action Taken
The unit coordinator and workshop leaders made themselves available for consultation on all elements of the unit including assessments.
Source: Self refelction
Feedback
Quick assistance when needed.
Recommendation
If feasible, respond to student emails promptly, especially during peak assignment periods. This helps students feel that their questions and concerns are valued and that they can get quick assistance when needed.
Action Taken
Student queries were responded to in a timely manner, empowering student learning.
Source: Self refelection
Feedback
Providing effective feedback
Recommendation
Whenever possible, customise the feedback by using the students' names, which can foster the students' feeling of connection and individualised attention.
Action Taken
Personalized feedback was given to all students on assessments.
Source: Unit Coordinator Reflection
Feedback
Assessment adjustments to be made to improve clarity and the student learning experience.
Recommendation
To modify assessments within this unit to improve clarity and the student learning experience.
Action Taken
In Progress
Source: Unit Coordinator Reflection
Feedback
Continue with interactive workshop exercises.
Recommendation
To build in further interactive workshop exercises, as they provide authentic opportunities for learning.
Action Taken
In Progress
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 • • • • •
7 - Cross Cultural Competence •
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