Consumer and Buyer Behaviour (11178.1)

Please note these are the 2019 details for this unit
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Consumer and Buyer Behaviour
Available teaching periods Delivery mode Location
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EFTSL Credit points Faculty
0.125 3 Faculty Of Business, Government & Law
Discipline Study level HECS Bands
School Of Management Level 2 - Undergraduate Intermediate Unit Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Band 5 2021 (Commenced Before 1 Jan 2021)
This unit covers both consumer behaviour and business buying behaviour. Students will explore the processes that consumers go through when selecting services and goods, such as the individual customer make up and environmental influences that impact on human decision making. Consumers' culture and social status, psychographics and demographic factors as well as the role of emotion and humour in marketing strategies will be discussed and analysed. Of equal importance is how businesses/organisations make purchasing decisions and students analyse how this is different/ similar to consumer decision making processes in new task buying and repeat buying decision making processes.

Learning outcomes

After successful completion of this unit, students will be able to:
1. Identify and interpret consumer behaviour theory and its implications for marketing strategy in both consumer, organisational and industrial markets;
2. Analyse consumer decision making processes in different scenarios;
3. Evaluate consumer decision making theories and apply to new product development and entrepreneurial environments;
4. Analyse how cultural differences impact on marketing strategies;
5. Compare organisational buyer behaviour in different settings to consumer buying behaviour; and
6. Describe the scope and nature of psychology and sociology in consumer behaviour.


Graduate attributes

1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - communicate effectively
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - take pride in their professional and personal integrity
2. UC graduates are global citizens - think globally about issues in their profession
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures


Prerequisites

11176 Marketing Fundamentals

Corequisites

None.

Incompatible units

None.

Equivalent units

6390 Consumer Behaviour

Assumed knowledge

None.
Year Location Teaching period Teaching start date Delivery mode Unit convener
Not available

Required texts

Main source:

Solomon, Michael R. (2017) "Consumer Behavior – Global Edition", 12th Edition, Pearson Education Limited, Essex, 

ISBN13: 9781292153100, ISBN 10: 1292153105 ; Note: Please make sure you use the Global Edition (12th edition)

Supplementary readings:

Baker, M. J. Parkinson, S. T.(1986) "Organizational Buying Behaviour: Purchasing and marketing management implications", Plagrave, ISBN print: 978-1-349-08050-2, ISBN online: 978-1-349-08048-9

Schiffman, L. (2013) "Consumer Behaviour VitalSource", 6th Edition, Pearson Australia, ISBN13: 9781486014347, ISBN10: 1486014348

Academic Journals:

  • Journal of Consumer Research
  • Journal of Marketing
  • Journal of the Academy of Marketing Science
  • Journal of Consumer Behaviour
  • Journal of Consumer Psychology
  • Journal of Marketing Research
  • Australasian Marketing Journal
  • Journal of Advertising Research
  • European Journal of Marketing
  • Harvard Business Review

Websites of con-current news and business reviews:

http://www.acrwebsite.org/

https://www.ama.org/Pages/default.aspx

http://www.australianbusinessjournal.com.au/

http://www.marketingmag.com.au/

http://sloanreview.mit.edu/

http://hbr.org/

https://www.ama.org/publications/MarketingNews/Pages/About.aspx

https://www.ama.org/publications/MarketingInsights/Pages/About.aspx

http://www.wsj.com/asia

http://money.cnn.com/magazines/fortune/

http://www.nielsenmedia.com.au

http:www.roymorgan.com.au

Australian Bureau of Statistics www.abs.gov.au/

Participation requirements

It is essential that the students come prepared for tutorials by attending the lectures and by reading designated chapters for tutorials each week. Please bear in mind that this unit is delivered in face-to-face mode, and you are required to attend the lectures and tutorials.

The lectures of this unit will contain elaborate briefing on the key theories/topics on consumer behaviour. The tutorial sessions will be used for conceptual reflection and learning through sharing. The sessions will also contain blending of rich discussion from the text and practical activity-based learning experiences. Therefore, it is essential that the students come prepared for tutorials by attending the lectures and by reading designated chapters for tutorials each week. Your tutor will help you understand critical aspects of consumer behaviour through reflective discussions and practical examples from real world marketing scenario. 

For this unit students are required to gain first exposure to new material outside of class via reading the textbook and attending the lectures. They are also required to actively participate in discussions and activities during tutorial class time. During the tutorials, students are required to actively participate in problem-solving, critical thinking, and discussions.

Learning occurs most effectively in an environment where all the participants are eager and ready to learn. Therefore, I expect that everyone will engage in professional behaviors that contribute to the creation of a stimulating learning environment. As such, the followings are required: 

  • Attendance at every class, being to class on time,
  • Remaining in class for the duration of the class,
  • Being prepared for class,
  • actively participating in class discussions, 
  • Asking thoughtful questions, sharing ideas,
  • listening respectfully when others are speaking,
  • Being focused on the activities at hand,
  • Questions or ideas that provoke discussion or illustrate class material are ideal forms of contribution. 

Required IT skills

N/A

Work placement, internships or practicums

N/A