Outline

Overview

This unit examines the psychological, social, and cultural aspects of consumer behaviour on the marketing decisions of public and private organisations. Concepts and principles are drawn from disciplines such as cognitive psychology, social psychology, sociology, anthropology, and demography to discover and understand various aspects of consumer behaviour. Specific topics of study include: cultural, demographic and psychographic influences; reference group influences; household decision processes and consumption behaviour; consumer perception and learning; motivation, personality and emotion; consumer attitudes; and purchase decision processes.

Unit details and rules

Academic unit	Marketing
Credit points	6
Prerequisites ?	MKTG1001
Corequisites ?	None
Prohibitions ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	Yes

Teaching staff

Coordinator	Rohan Miller, rohan.miller@sydney.edu.au
Lecturer(s)	Rohan Miller, rohan.miller@sydney.edu.au

Assessment

The census date for this unit availability is 31 March 2025

Details
Criteria

Type	Description	Weight	Due	Length
Supervised exam ?	Final exam Written response questions: BringYourOwnDevice exam on campus	35%	Formal exam period	2 hours
Outcomes assessed:
Assignment	Agile Coaching and Reporting Week 5: Pitch and Plan (4%) Weeks 7, 9, 11, 13: Coaching and Reporting 11%	15%	Multiple weeks Due date: 30 May 2025 at 23:00	See Marking Criteria in Canvas
Outcomes assessed:
Participation	Participation in Classes (Tutorials) In-class participation. See marking Rubric in Canvas	10%	Ongoing	50+min each week
Outcomes assessed:
Small test	Early Assessment This is a multiple-choice/short-answer assessment. #earlyfeedbacktask	10%	Week 02 Due date: 06 Mar 2025 at 13:00	30 min
Outcomes assessed:
Presentation	Presentation Oral presentation with support materials	10%	Week 11 Due date: 14 May 2025 at 22:00 Closing date: 15 May 2025	10 to 12 minutes. Be concise please,
Outcomes assessed:
Assignment	Consumer Report Professional Report. Approx 9 page report. See further directions on Canvas	20%	Week 13 Due date: 30 May 2025 at 23:00 Closing date: 30 May 2025	2,800 words (9 pages + graphics + 1 page
Outcomes assessed:
= group assignment ? = AI allowed ? = early feedback task ?

Early feedback task

This unit includes an early feedback task, designed to give you feedback prior to the census date for this unit. Details are provided in the Canvas site and your result will be recorded in your Marks page. It is important that you actively engage with this task so that the University can support you to be successful in this unit.

Assessment summary

Participation and engagement: Ongoing tutorial participation and engagement, starting in Week 1
AGILE in the Consumer Report development process. Groups will be allocated a topic related to onsumer behaviour, and will be expected to research and draw on theory to provide marketing solutions that address the assignment brief. During the semester you will provide s about your group, progress and processes, scrum notes and plans that map who is doing what and when, culminating in reflection exercise in Wk 13.
Presentations: Both the presentations are intended to give you checks about how the report may improve (so, feedback from peers and the tutor)
The Report: is due in Week 13 (20%)
- It draws from the work you have done and documented in the Pitch N Plane and the three sets of Agile Scrum notes and updated plans, and concludes with a group reflection of the AGILE management practice/planning technique f the presentation mark.
Final exam: The final exam will inclusively assess all materials from weeks 1-13, including relevant textbook chapters and lecture slides. The exam will be held in the formal exam period.
Students will be assessed in a Bring Your Own Device (BYOD) exam taken on campus with supervision. Further information about the delivery of the exams will be provided closer to the test exam.

Detailed information for each assessment can be found on Canvas.

Assessment criteria

The University awards common result grades, set out in the Coursework Policy 2014 (Schedule 1).

As a general guide, a high distinction indicates work of an exceptional standard, a distinction a very high standard, a credit a good standard, and a pass an acceptable standard.

Result name	Mark range	Description
High distinction	85 - 100	Awarded when you demonstrate the learning outcomes for the unit at an exceptional standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Distinction	75 - 84	Awarded when you demonstrate the learning outcomes for the unit at a very high standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Credit	65 - 74	Awarded when you demonstrate the learning outcomes for the unit at a good standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Pass	50 - 64	Awarded when you demonstrate the learning outcomes for the unit at an acceptable standard, as defined by grade descriptors or exemplars outlined by your faculty or school.
Fail	0 - 49	When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see sydney.edu.au/students/guide-to-grades.

For more information see guide to grades.

Use of generative artificial intelligence (AI) and automated writing tools

Except for supervised exams or in-semester tests, you may use generative AI and automated writing tools in assessments unless expressly prohibited by your unit coordinator.

For exams and in-semester tests, the use of AI and automated writing tools is not allowed unless expressly permitted in the assessment instructions.

The icons in the assessment table above indicate whether AI is allowed – whether full AI, or only some AI (the latter is referred to as “AI restricted”). If no icon is shown, AI use is not permitted at all for the task. Refer to Canvas for full instructions on assessment tasks for this unit.

Your final submission must be your own, original work. You must acknowledge any use of automated writing tools or generative AI, and any material generated that you include in your final submission must be properly referenced. You may be required to submit generative AI inputs and outputs that you used during your assessment process, or drafts of your original work. Inappropriate use of generative AI is considered a breach of the Academic Integrity Policy and penalties may apply.

The Current Students website provides information on artificial intelligence in assessments. For help on how to correctly acknowledge the use of AI, please refer to the  AI in Education Canvas site.

Late submission

In accordance with University policy, these penalties apply when written work is submitted after 11:59pm on the due date:

Deduction of 5% of the maximum mark for each calendar day after the due date.
After ten calendar days late, a mark of zero will be awarded.

This unit has an exception to the standard University policy or supplementary information has been provided by the unit coordinator. This information is displayed below:

Late penalties per Business School norms.

Academic integrity

The Current Student website provides information on academic integrity and the resources available to all students. The University expects students and staff to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

We use similarity detection software to detect potential instances of plagiarism or other forms of academic integrity breach. If such matches indicate evidence of plagiarism or other forms of academic integrity breaches, your teacher is required to report your work for further investigation.

Learning support

Simple extensions

If you encounter a problem submitting your work on time, you may be able to apply for an extension of five calendar days through a simple extension.  The application process will be different depending on the type of assessment and extensions cannot be granted for some assessment types like exams.

Special consideration

If exceptional circumstances mean you can’t complete an assessment, you need consideration for a longer period of time, or if you have essential commitments which impact your performance in an assessment, you may be eligible for special consideration or special arrangements.

Special consideration applications will not be affected by a simple extension application.

Using AI responsibly

Co-created with students, AI in Education includes lots of helpful examples of how students use generative AI tools to support their learning. It explains how generative AI works, the different tools available and how to use them responsibly and productively.

Support for students

The Support for Students Policy reflects the University’s commitment to supporting students in their academic journey and making the University safe for students. It is important that you read and understand this policy so that you are familiar with the range of support services available to you and understand how to engage with them.

The University uses email as its primary source of communication with students who need support under the Support for Students Policy. Make sure you check your University email regularly and respond to any communications received from the University.

Learning resources and detailed information about weekly assessment and learning activities can be accessed via Canvas. It is essential that you visit your unit of study Canvas site to ensure you are up to date with all of your tasks.

If you are having difficulties completing your studies, or are feeling unsure about your progress, we are here to help. You can access the support services offered by the University at any time:

Support and Services (including health and wellbeing services, financial support and learning support)
Course planning and administration
Meet with an Academic Adviser

Weekly schedule

WK	Topic	Learning activity
Week 01	Introduction to consumer behaviour. Intro to Agile - the way teams form and work. (Agile is not in the text - so please listen, engage and do the readings in week 1 & 2) Be sure to look at the Weekly Topics Summary for guidance into the work for each week. Tutorial content typically lags lectures by a week. ALL STUDENTS MUST ATTEND TUTORIALS FROM WEEK 1.	Lecture (3 hr)
Week 02	Customer Journeys to the Marketer's Grail: Influencing Purchase. (Customer Journeys, the Grail and Agile are not covered in the text). More about Agile (make sure all readings are done)	Lecture and tutorial (3 hr)
Week 03	To Whom? Some suggestions for identifying consumer groups. How to develop & use Persona (not in text).	Lecture and tutorial (3 hr)
Week 04	To Whom: an applied perspective. From information to insights. Learning industry data (using Roy Morgan's Asteroid, not covered in the Text so you need to work through content on blackboard) - link to Persona and segments. Tutorials are contact hours/F2F. Lecture content is online with an optional live Q&A session to be scheduled once you have played with the data.	Online class (3 hr)
Week 05	Individual Decision Making.	Lecture and tutorial (3 hr)
Week 06	Attitudes: how they are formed and can be changed. & Classical Conditioning	Lecture (3 hr)
Week 07	Learning and memory	Lecture and tutorial (3 hr)
Week 09	Me & the Gang: Groups and Social Influence	Lecture and tutorial (3 hr)
Week 10	Kultsumption: The consumption culture. Motivation.	Lecture (3 hr)
Week 11	Personality. The Self.	Lecture (3 hr)
Week 12	Perception	Lecture (3 hr)
Week 13	Revision.	Lecture and tutorial (3 hr)

Attendance and class requirements

Lecture recording:

This subject is structured to assist students engage with the lecturer and tutors. In weeks One to Three, we will have a lecture for approx. 100 minutes to explain and discuss the subject.

We have virtual content and face to face content to facilitate you learning Asteroid, a database widely used in industry. There is pre-recorded content that you are expected to watch and learn from. So, the online content complements the face-to-face time and is a part of the learning resources you are expected to learn.

All lectures should be recorded and should be available on Canvas for student use. Please note the Business School does not own the system and cannot guarantee that the system will operate or that every class will be recorded. Students should ensure they attend and participate in all classes.

Study commitment

Typically, there is a minimum expectation of 1.5-2 hours of student effort per week per credit point for units of study offered over a full semester. For a 6 credit point unit, this equates to roughly 120-150 hours of student effort in total.

Required readings

Consumer behaviour : buying, having, and being 5th edition

CLICK "ACCESS PEARSON" TO ACCESS THE FULL E-TEXT as part of the materials supplied by the University :) (https://canvas.sydney.edu.au/courses/53174/external_tools/72851)

These are e-text instructions https://www.pearson.com/en-au/student/etext/standalone-institutional-access/

Authors: Solomon, Michael R., Russell-Bennet, Rebekah, Previte, Josephine,

Edition: 5eth edition, [Australian edition].

Publication Date: 2023

All readings for this unit can be accessed on the Library eReserve link or are available on Canvas

Learning outcomes

Learning outcomes are what students know, understand and are able to do on completion of a unit of study. They are aligned with the University's graduate qualities and are assessed as part of the curriculum.

Outcomes
Graduate qualities

At the completion of this unit, you should be able to:

LO1. evaluate underlying theories, concepts, assumptions, limitations and arguments in the study of consumer behaviour
LO2. identify, analyse and assess both factual and real-world issues and problems related to consumers’ behaviour
LO3. develop appropriate solutions to address consumer behaviour problems and provide coherent arguments to support your recommendations
LO4. demonstrate your comprehensive understanding of consumer behaviour theories and concepts and how they may be strategically applied to business problems and marketing practice
LO5. collect, research, manage, analyse, evaluate and use information related to the behaviour of consumers efficiently and responsibly
LO6. be open to new ways of thinking and appreciate the importance of intellectual curiosity, critical thinking and reflection as the foundation for continuous learning
LO7. collaborate and communicate with people from diverse backgrounds with inclusiveness, open-mindedness and civility, and to communicate your thoughts and opinions confidently and to a professional standard.

Graduate qualities

The graduate qualities are the qualities and skills that all University of Sydney graduates must demonstrate on successful completion of an award course. As a future Sydney graduate, the set of qualities have been designed to equip you for the contemporary world.

GQ1	Depth of disciplinary expertise Deep disciplinary expertise is the ability to integrate and rigorously apply knowledge, understanding and skills of a recognised discipline defined by scholarly activity, as well as familiarity with evolving practice of the discipline.
GQ2	Critical thinking and problem solving Critical thinking and problem solving are the questioning of ideas, evidence and assumptions in order to propose and evaluate hypotheses or alternative arguments before formulating a conclusion or a solution to an identified problem.
GQ3	Oral and written communication Effective communication, in both oral and written form, is the clear exchange of meaning in a manner that is appropriate to audience and context.
GQ4	Information and digital literacy Information and digital literacy is the ability to locate, interpret, evaluate, manage, adapt, integrate, create and convey information using appropriate resources, tools and strategies.
GQ5	Inventiveness Generating novel ideas and solutions.
GQ6	Cultural competence Cultural Competence is the ability to actively, ethically, respectfully, and successfully engage across and between cultures. In the Australian context, this includes and celebrates Aboriginal and Torres Strait Islander cultures, knowledge systems, and a mature understanding of contemporary issues.
GQ7	Interdisciplinary effectiveness Interdisciplinary effectiveness is the integration and synthesis of multiple viewpoints and practices, working effectively across disciplinary boundaries.
GQ8	Integrated professional, ethical, and personal identity An integrated professional, ethical and personal identity is understanding the interaction between one’s personal and professional selves in an ethical context.
GQ9	Influence Engaging others in a process, idea or vision.

Outcome map

Learning outcomes	Graduate qualities
Learning outcomes

Responding to student feedback

This section outlines changes made to this unit following staff and student reviews.

Just as the world is rapidly changing, Consumer Behaviour constantly evolves. This semester there is a consolidation of the emphasis on data, and additional attention is paid to disposal and sustainable consumer behaviours. We also introduce you to Agile, which is a way you can work more productively, constructively and happier in teams. The impact of new technologies and global trends (such as the Ukrainian situation) also need to be considered.

Additional information

More information can be found on Canvas.

Business School Policies

Work, health and safety

Your health is the most important thing. Please make use of Student Services - they can help you with lot's of advice.

If you have a cold, flu or Covid, please stay at home rather than share your germs :)

One reason we use Agile is to encourage a supportive culture in teams. Sooner or later, everyone gets sick, love-sick or home-sick, or whatever, and needs a break/sick days and support. Working with Agile methods facilitates flexibility.

Disclaimer

The University reserves the right to amend units of study or no longer offer certain units, including where there are low enrolment numbers.

To help you understand common terms that we use at the University, we offer an online glossary.

Current students

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Early feedback task

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI) and automated writing tools

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Work, health and safety

Disclaimer

On this page

Useful links

MKTG2112: Consumer Behaviour

Semester 1, 2025 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Early feedback task

Assessment summary

Assessment criteria

Use of generative artificial intelligence (AI) and automated writing tools

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

Support for students

Weekly schedule

Weekly schedule

Attendance and class requirements

Study commitment

Required readings

Learning outcomes

Learning outcomes

Graduate qualities

Outcome map

Responding to student feedback

Responding to student feedback

Additional information

Additional information

Work, health and safety

Disclaimer

On this page

Useful links