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Unit of study_

MKTG6007: Consumer Behaviour

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.


Academic unit Marketing
Unit code MKTG6007
Unit name Consumer Behaviour
Session, year
Semester 1, 2020
Attendance mode Normal day
Location Camperdown/Darlington, Sydney
Credit points 6

Enrolment rules

Available to study abroad and exchange students


Teaching staff and contact details

Coordinator Joshua Chang,
Lecturer(s) Joanna Louise Robinson ,
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: LO1 LO5 LO4 LO3 LO2
Assignment Individual report
30% Week 08
Due date: 01 May 2020 at 17:00
2000 words excluding references
Outcomes assessed: LO1 LO5 LO4 LO3 LO2
Presentation group assignment Group presentation
Presentation via submitted slides
15% Week 10
Due date: 15 May 2020 at 17:00
15-18 minutes
Outcomes assessed: LO1 LO7 LO6 LO5 LO4 LO3 LO2
Assignment Business Research Component
2% Week 11
Due date: 22 May 2020 at 17:00
Outcomes assessed: LO1 LO5 LO3 LO2
Assignment group assignment Group report
35% Week 13
Due date: 05 Jun 2020 at 17:00
2500 words excluding references
Outcomes assessed: LO1 LO7 LO6 LO5 LO4 LO3 LO2
group assignment = group assignment ?
  • 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


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. 


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.


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.


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. 


0 - 49

When you don’t meet the learning outcomes of the unit to a satisfactory standard.

For more information see

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

Special consideration

If you experience short-term circumstances beyond your control, such as illness, injury or misadventure or if you have essential commitments which impact your preparation or performance in an assessment, you may be eligible for special consideration or special arrangements.

Academic integrity

The Current Student website provides information on academic honesty, academic dishonesty, 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 dishonesty or plagiarism seriously.

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

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 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.

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


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