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	Eunbin O, eunbin.o@sydney.edu.au

Assessment

The census date for this unit availability is 31 August 2026

Details
Criteria

Type	Description	Weight	Due	Length	Use of AI
Written exam	Final exam MCQ; BYOD on campus	30%	Formal exam period	2 hours	AI prohibited
Outcomes assessed:
Contribution	Participation In-class participation. This includes the 2% BRC.	10%	Ongoing	Assessed across the semester.	AI allowed
Outcomes assessed:
Out-of-class quiz	Early Feedback Task MCQ; Online	5%	Week 03 Due date: 21 Aug 2026 at 23:59 Closing date: 21 Aug 2026	30 minutes	AI allowed
Outcomes assessed:
Written work	Marketing Campaign Proposal (Individual) Students will research their brand's target consumers, develop a persona, and propose a new marketing approach to bring into the group campaign.	15%	Week 06 Due date: 11 Sep 2026 at 23:59 Closing date: 21 Sep 2026	1,000 words	AI allowed
Outcomes assessed:
Presentation	Presentation Students pitch their persona-driven marketing campaign, showcasing creative direction and key recommendations. Feedback from the pitch then refines the final campaign handbook.	10%	Week 10	20 minutes	AI allowed
Outcomes assessed:
Written work	Marketing Campaign Handbook (Group) Building on individual proposals and presentation feedback, students deliver a comprehensive marketing campaign handbook driven by their persona's psychological and behavioural traits.	30%	Week 13 Due date: 06 Nov 2026 at 23:59 Closing date: 26 Nov 2026	2,500 words	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

Early Feedback Task: This online multiple-choice quiz will test students on content covered in the early weeks of the unit. Designed as an early feedback task, it gives students the opportunity to gauge their understanding of core concepts before diving deeper into the semester.
Marketing Campaign Proposal (Individual): Students will individually research a brand's target consumers, developing personas that capture their motivations and pain points based on evolving needs and trends. Drawing on these insights, students will then propose a potential new marketing approach.
Presentation (Group): Groups bring their individual proposals together and pitch an initial persona-driven marketing campaign in an in-person oral presentation, showcasing a strategy, creative direction, and key recommendations grounded in their persona's psychological and behavioural traits. Feedback from the pitch then shapes the final campaign handbook. Presentations take place across Weeks 10 and 11 during tutorials, with all group members expected to contribute.
Marketing Campaign Handbook (Group): Building on individual proposals and presentation feedback, students collaborate to design a comprehensive marketing campaign rooted in their persona's psychological and behavioural traits. The team delivers a creative, strategic, and measurable campaign in a polished, client-ready handbook that demonstrates a deep understanding of their target consumer.
Participation: To foster an engaging and collaborative learning environment, students are encouraged to prepare ahead of class and actively contribute during sessions. Participation marks are awarded across the semester and include the 2% BRC component.
Final Exam: A two-hour multiple-choice exam held during the formal exam period. Students will complete this on campus using their own device (BYOD). This exam assesses knowledge and understanding across all unit learning outcomes. 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:

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.

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	Motivation	Lecture (1.5 hr)
Week 01	Getting to know the Unit and Each Other	Tutorial (1 hr)
Week 02	Perception	Lecture (1.5 hr)
Week 02	Analysing How Consumers Perceive Brands	Tutorial (1 hr)
Week 03	Attitudes	Lecture (1.5 hr)
Week 03	Analysing How Brands Shift Consumer Attitudes	Tutorial (1 hr)
Week 04	Learning and Memory	Lecture (1.5 hr)
Week 04	Team Up, Pick Your Brand and Build Your First Consumer Persona	Tutorial (1 hr)
Week 05	Personality and The Self	Lecture (1.5 hr)
Week 05	Uncovering Your Persona's Personality and Psychographics	Tutorial (1 hr)
Week 06	Groups and Social Influence	Lecture (1.5 hr)
Week 06	Identifying the Social and Cultural Forces Shaping Your Consumer	Tutorial (1 hr)
Week 07	Decision Making I	Lecture (1.5 hr)
Week 07	Mapping and Designing Your Persona's Information Sources	Tutorial (1 hr)
Week 08	Decision Making II	Lecture (1.5 hr)
Week 08	Applying Prospect Theory and CLT to Your Marketing Campaign	Tutorial (1 hr)
Week 09	Segmentation I	Lecture (1.5 hr)
Week 09	Campaign Check-In and Group Discussion	Tutorial (1 hr)
Week 10	Segmentation II	Lecture (1.5 hr)
Week 10	Group Presentation I	Tutorial (1 hr)
Week 11	Buying, Using and Disposing	Lecture (1.5 hr)
Week 11	Group Presentation II	Tutorial (1 hr)
Week 12	Consumption and Consumer Well-Being	Lecture (1.5 hr)
Week 12	Project Discussion	Tutorial (1 hr)
Week 13	Revision	Lecture (1.5 hr)
Week 13	Revision	Tutorial (1 hr)

Attendance and class requirements

Lecture recording:

Lectures will be recorded and will be available on Canvas, however, it is strongly recommended that students attend all lectures in person to get the most of the unit. 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.

Tutorials:

In-class participation marks are awarded in tutorials, so attendance is important. As this unit involves a major group project, tutorials are also where students will actively work on and make progress toward their Marketing Campaign Handbook. Regular attendance ensures students can contribute meaningfully to their team and stay on track throughout the semester.

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

E-text is available https://ebookcentral.proquest.com/lib/usyd/detail.action?docID=30296030.

Authors: Rebekah Russell-Bennett, Ryan Payne, Michael Solomon, and Josephine Previte

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.

More information can be found on Canvas.

Additional information

More information can be found on Canvas.

University policy

Work, health and safety

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 2, 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