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	Elizabeth King, e.king@sydney.edu.au
Tutor(s)	Yasmin Gillett, yasmin.gillett@sydney.edu.au

Assessment

The census date for this unit availability is 31 March 2026

Details
Criteria

Type	Description	Weight	Due	Length	Use of AI
Written exam	Final exam Written response questions: BringYourOwnDevice exam on campus	35%	Formal exam period	2 hours	AI prohibited
Outcomes assessed:
Contribution	Participation in Classes (Tutorials) In-class participation. See marking Rubric in Canvas This INCLUDES the 2% Research Participation grade.	10%	Ongoing	50min week 2% Research participation	AI allowed
Outcomes assessed:
Out-of-class quiz	Early Assessment test Online. All content in the UoS outline, assessments, and content to date (including in the 3rd lecture). If you miss this assessment and SC is successful, your final exam will be reweighted. 48 to complete from the lecture time.	5%	Week 03 Due date: 10 Mar 2026 at 19:00 Closing date: 12 Mar 2026	30 minutes	AI allowed
Outcomes assessed:
Portfolio or journal	Consumption Journal and Coaching Consumption Journal A portfolio of short, time-stamped, consumption moments. Entries link observed behaviour to the CB theory and translate insight to marketing implications.	10%	Week 06 Due date: 01 Apr 2026 at 23:59 Closing date: 11 Apr 2026	10 short & 3 detailed entries 1200 words	AI allowed
Outcomes assessed:
Evaluation	Individual Insight A One-Page Submission identifying one key insight from a personal consumption journal supported by 3 entries, explained using 2 theories covered to date (with citations) and translated into marketing implications.	5%	Week 08 Due date: 24 Apr 2026 at 23:59 Closing date: 04 May 2026	600 Words	AI allowed
Outcomes assessed:
Presentation	Presentation Oral presentation with support materials	10%	Week 10	10 minutes. Be concise.	AI allowed
Outcomes assessed:
Written work	Consumer Report Professional Report. Approx 9 page report. See further directions on Canvas	25%	Week 13 Due date: 29 May 2026 at 23:59 Closing date: 08 Jun 2026	2,500 words (9 pages + graphics )	AI allowed
Outcomes assessed:
= group assignment ? = 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 10%: Ongoing tutorial participation and engagement, starting in Week 1 (includes 2% research participation).

• Consumption Journal and Coaching (individual) 10% : A portfolio of short, time-stamped consumption observations linking behaviour to consumer behaviour theory and marketing implications. 10 short & 3 detailed entries 1200 words (due Week 6).

• Individual Insight (individual) 5%: A one-page (600 words) submission identifying one key insight from the journal, supported by entries and explained using two theories (with citations), translated into marketing implications (due Week 8).

• Presentations 10%: Intended as an interim checkpoint to improve the Consumer Report (feedback from peers and tutor).

• Consumer Report 25%: Group Professional Report -2,500 words (due Week 13.)

• Early Assessment test 5%: Online quiz in Week 3 on content to date; students have 48 hours from the end of the Week 3 lecture (7.00pm Tue 10/03/26) to complete. If missed and SC is approved, the final exam will be reweighted.

• Final exam 35%: Assesses Weeks 1–13 (textbook and lecture materials). Secure BYOD exam on campus during the formal exam period. Further information will be provided closer to the 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)

You can use generative AI tools for open assessments. Restrictions on AI use apply to secure, supervised assessments used to confirm if students have met specific learning outcomes.

Refer to the assessment table above to see if AI is allowed, for assessments in this unit and check Canvas for full instructions on assessment tasks and AI use.

If you use AI, you must always acknowledge it. Misusing AI may lead to a breach of the Academic Integrity Policy.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

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 University expects students to act ethically and honestly and will treat all allegations of academic integrity breaches seriously.

Our website provides information on academic integrity and the resources available to all students. This includes advice on how to avoid common breaches of academic integrity. Ensure that you have completed the Academic Honesty Education Module (AHEM) which is mandatory for all commencing coursework students

Penalties for serious breaches can significantly impact your studies and your career after graduation. It is important that you speak with your unit coordinator if you need help with completing assessments.

Visit the Current Students website for more information on AI in assessments, including details on how to acknowledge its use.

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. 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 (2 hr)
Week 01	Introduction to consumer behaviour. Start meeting colleagues. Be social. 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.	Tutorial (1 hr)
Week 02	Customer Journeys to the Marketer's Grail: Influencing Purchase. (Customer Journeys, & the CB Grail)	Lecture (2 hr)
Week 02	Customer Journeys to the Marketer's Grail: Influencing Purchase. (Customer Journeys, the Grail and Agile are not covered in the text). Circulate your CVs. You will interview everyone for a position in each other's teams in Week 3.	Tutorial (1 hr)
Week 03	Teams: How they are formed and work To Whom? Some suggestions for identifying consumer groups. How to develop & use Persona (not in text).	Lecture (2 hr)
Week 03	Team formation. Selection of teams and topics An introduction to: To Whom? Some suggestions for identifying consumer groups. How to develop & use Persona (not in text - finished in Week 4)	Tutorial (1 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.	Lecture (2 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.	Tutorial (1 hr)
Week 05	Individual Decision Making.	Lecture (2 hr)
Week 05	Individual Decision Making.	Tutorial (1 hr)
Week 06	Attitudes: how they are formed and can be changed. & Classical Conditioning	Lecture (2 hr)
Week 06	Attitudes: how they are formed and can be changed. & Classical Conditioning	Tutorial (1 hr)
Week 07	Learning and memory	Lecture (2 hr)
Week 07	Learning and memory	Tutorial (1 hr)
Week 09	Me & the Gang: Groups and Social Influence	Lecture (2 hr)
Week 09	Me & the Gang: Groups and Social Influence	Tutorial (1 hr)
Week 10	Kultsumption: The consumption culture. Motivation.	Lecture (2 hr)
Week 10	Kultsumption: The consumption culture. Motivation.	Tutorial (1 hr)
Week 11	Personality. The Self.	Lecture (2 hr)
Week 11	Personality. The Self.	Tutorial (1 hr)
Week 12	Perception	Lecture (2 hr)
Week 12	Perception	Tutorial (1 hr)
Week 13	Revision.	Lecture (2 hr)
Week 13	Revision	Tutorial (1 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 ways you can work more productively, constructively and happily in teams. The impact of new technologies and global trends (including environmentalism) 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.

Wellness should be made a fundamental aspect of each team - everyone has a crisis in their lives sooner or later. Let's be supportive and help teammates in need (one day it will be me)

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

Disclaimer

Important: the University of Sydney regularly reviews units of study and reserves the right to change the units of study available annually. To stay up to date on available study options, including unit of study details and availability, refer to the relevant handbook.

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)

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, 2026 [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)

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