Outline

Overview

This unit focuses on the concepts, processes and theories that assist marketing managers in enacting a consumer-centric approach to marketing. Students learn to apply the concepts, principles, and theories from various social sciences to the study of factors that influence the acquisition, consumption and disposition of goods, services and experiences. Specifically, principles from economics, psychology, sociology, social psychology, cultural anthropology etc. are used to describe and explain consumer behaviour.

Unit details and rules

Unit code	MKTG6007
Academic unit	Marketing
Credit points	6
Prohibitions ?	None
Prerequisites ?	MKTG5001
Corequisites ?	None
Assumed knowledge ?	None
Available to study abroad and exchange students	Yes

Teaching staff

Coordinator	Joshua Chang, joshua.chang@sydney.edu.au
Lecturer(s)	Joanna Robinson, joanna.robinson@sydney.edu.au

Type	Description	Weight	Due	Length
Assignment	Personal consumption reflection Reflective essay	18%	Week 06 Due date: 17 Apr 2020 at 17:00	1000 words excluding references
Outcomes assessed:
Assignment	Individual report Report	30%	Week 08 Due date: 01 May 2020 at 17:00	2000 words excluding references
Outcomes assessed:
Presentation	Group presentation Presentation via submitted slides	15%	Week 10 Due date: 15 May 2020 at 17:00	15-18 minutes
Outcomes assessed:
Assignment	Business Research Component Participation	2%	Week 11 Due date: 22 May 2020 at 17:00	n/a
Outcomes assessed:
Assignment	Group report Report	35%	Week 13 Due date: 05 Jun 2020 at 17:00	2500 words excluding references
Outcomes assessed:
= group assignment ?

Assessment summary

Personal consumption reflection: Write a passage about any consumption experience you had since the start of this unit and reflect on any of the concepts you have learned so far. Your answer can be about how you think and feel about an advertisement you came across, a shopping experience in a store or online, a post on social media, a meal at a restaurant, etc. Include a lifestyle photograph of yourself in the front page and any other photos or images that may be relevant.
Individual report: This individual report tests the student's ability to understand how Perception, Learning, Personality, and Motivation drive consumer behaviour. You are assigned the role of a marketing consultant for Motorola to advise on the market for its new RAZR flip phone. Your task is to make marketing recommendations for this product based on how Perception, Learning, Personality, and Motivation operate in driving consumer behaviour.
Group presentation: The oral presentation is formative to the group report and groups will present a brief of their group report (see Group Report). The presentation will be submitted as a PowerPoint file with voice clips. Voice clips (In PowerPoint: Insert>Audio) of each and every member must be included within the PowerPoint presentation to equivalent of 15-18 minutes total. Each member will include voice clips in each of the slides they are presenting for to a total of 2.5-3 minutes per member.
Business Research Component: Please refer to the new Business Research Component site on your CANVAS courses dashboard for detailed instructions on how to complete this assessment.
Group report: This report tests the ability to examine a given trend from a consumer behaviour perspective, identify opportunities, analyse data and information relevant to the trend, and combine these to conceptualise a creative business idea. Your group will be assigned one of Euromonitor’s Top 10 Global Consumer Trends (found in Modules) to prepare a written report.

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.

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:

10% penalty for every day of late submission

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.

You may only use artificial intelligence and writing assistance tools in assessment tasks if you are permitted to by your unit coordinator, and if you do use them, you must also acknowledge this in your work, either in a footnote or an acknowledgement section.

Studiosity is permitted for postgraduate units unless otherwise indicated by the unit coordinator. The use of this service must be acknowledged in your submission.

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.

Weekly schedule

WK	Topic	Learning activity	Learning outcomes

Attendance and class requirements

Lecture recording: All lectures and seminars are recorded and will 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

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

Consumer Behavior: Buying, Having, Being, 4th edition (2018) Michael R. Solomon, Rebekkah Russell-Bennett, Josephine Previte, ISBN 9781488616952.

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. identify and analyse both factual and real-world issues related to consumer behaviour
LO2. examine underlying theories, concepts, assumptions, limitations and arguments in the study of consumer behaviour
LO3. demonstrate a comprehensive understanding of consumer behaviour theories and concepts via their strategic application to business problems and marketing practices
LO4. develop appropriate solutions to address consumer behaviour problems and provide coherent arguments to support your recommendations
LO5. communicate your thoughts and opinions confidently and to a professional standard
LO6. collaborate and communicate with people from diverse backgrounds with inclusiveness, open-mindedness and civility
LO7. research and use information related to the behaviour of consumers, efficiently and responsibly demonstrated by professional referencing and relevant permission.

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.

No changes have been made since this unit was last offered.

Additional information

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

Assessment summary

Assessment criteria

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

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

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect

Current students

MKTG6007: Consumer Behaviour

Semester 1, 2020 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

Assessment summary

Assessment criteria

Late submission

Academic integrity

Learning support

Learning support

Simple extensions

Special consideration

Using AI responsibly

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

Disclaimer

On this page

Useful links

Media

Student links

About us

Connect