Consumer and Buyer Behaviour PG (11420.2)

Please note these are the 2022 details for this unit
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Consumer and Buyer Behaviour PG
Available teaching periods Delivery mode Location
View teaching periods
EFTSL Credit points Faculty
0.125 3 Faculty Of Business, Government & Law
Discipline Study level HECS Bands
Canberra Business School Post Graduate Level 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)
Understanding Consumer and business buying behaviour is one of the major considerations in designing successful products and services. It requires a deep understanding about the forces that drive these behaviours. You will appraise 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. You will critically evaluate the purchasing decision making of both business buyers and consumers to develop successful marketing strategies for both targets.

Learning outcomes

After successful completion of this unit, students will be able to:
1. Critically analyse consumer behaviour theory and examine implications for marketing strategy in both consumer, organisational and industrial markets.
2. Assess and critically evaluate organisational buyer behaviour in both domestic and international settings.
3. Critically evaluate consumer decision making processes in diverse cultural settings.
4. Critique consumer decision making theories and examine how these theories apply to new product development and entrepreneurial environments .
5. Critically evaluate how cultural differences influence consumer behaviour and impact on marketing strategies.
6. Examine 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
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
3. UC graduates are lifelong learners - be self-aware
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - evaluate and adopt new technology
4. UC graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - communicate and engage with Indigenous Australians in ethical and culturally respectful ways


Prerequisites

None.

Corequisites

None.

Incompatible units

11178 Consumer and Buyer Behaviour, 6390 Consumer Behaviour

Equivalent units

None.

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", Palgrave, 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
  • 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/

http://www.wsj.com/asia

http://www.nielsenmedia.com.au

http:www.roymorgan.com.au

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

Submission of assessment items

Extensions & Late submissions

Approval of extensions based on extenuating circumstances will be dependent upon the production of supporting documentation and at the discretion of the unit convener.

Special assessment requirements

It is essential that the students come prepared for workshops by listening to the pre-recorded lectures and by reading designated chapters and online content. We will focus on Assignment #1 and #2 during the workshops. Please note that to be able to complete the assignments for this unit, you need to attend the workshops, read the required readings, and listen to the pre-recorded lectures.

Students must apply academic integrity in their learning and research activities at UC. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.

Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.

UC students have to complete the Academic Integrity Module annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).

UC uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.

Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.

Learner engagement

Students are required to read all the relevant instructions and the readings assigned for this unit in order to perform well in this units. Also students are expected to navigate CANVAS site and other tools used in this unit.

Inclusion and engagement

None

Participation requirements

Please bear in mind that to be able to complete your assignments for this unit, you must attend the workshops. 

The pre-recorded lectures for this unit will contain elaborate briefing on the key theories/topics on consumer and buyer behaviour. The workshops will facilitate conceptual reflection and learning through sharing. The workshops 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 the workshops by listening to the pre-recorded lectures and by reading designated chapters for workshops. Students are also required to actively participate in problem-solving, critical thinking, hands-on activities and discussions during the workshops.

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 behaviours 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. 
  • Regularly checking and reading announcements sent by the unit convener and/or the tutor on the Canvas (UCLearn) site.

Required IT skills

N/A

In-unit costs

N/A

Work placement, internships or practicums

N/A