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

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

Teaching staff

Coordinator	Christina Anthony, christina.anthony@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
Portfolio or journal	LookBook LookBook Document (15%) LookBook Board Post (1.5%) LookBook Board Reply (1.5%)	18%	Multiple weeks	LB Doc varies based on entry type.	AI allowed
Outcomes assessed:
Out-of-class quiz	Out-of-Class Quiz Out-of-Class Quiz (5%)	5%	Week 06	25 minutes	AI allowed
Outcomes assessed:
Written work	Group Written Assignment Group Written Assignment (25%)	25%	Week 10 Due date: 08 May 2026 at 23:59 Closing date: 18 May 2026	2500 words excl. Appendices/References	AI allowed
Outcomes assessed:
Presentation	Group Oral Presentation Group Oral Presentation (20%)	20%	Week 10 Due date: 08 May 2026 at 23:59 Closing date: 18 May 2026	Max. of 5 minutes	AI allowed
Outcomes assessed:
Contribution	Business Research Component You will have two options for participating this assessment. Option 1: participating in a research study or Option 2: completing a research paper review.	2%	Week 12 Due date: 22 May 2026 at 17:00	45 minutes or approx. 500 words.	AI allowed
Outcomes assessed:
Portfolio or journal	Changing Consumer Behaviour Challenge (CCBC 30%) Changing Consumer Behaviour Challenge (CCBC 30%)	30%	Week 13 Due date: 29 May 2026 at 23:59 Closing date: 08 Jun 2026	1250 words	AI allowed
Outcomes assessed:
= group assignment ?

Assessment summary

Out-of-Class Quiz (5%): This will comprise of a mixture of multiple choice and true-false questions covering material in Weeks 1-5 inclusive.
Business Research Component (2%): This will comprise of completing either Option 1 (Research Study) or Option 2 (Research Paper Review) for the BRC Assessment. Please refer to the dedicated BRC Canvas site for detailed information.
LookBook (18%): This will comprise of a Discussion Board Post (1.5%) and Discussion Board Reply (1.5%) about consumer behaviour examples. You will also be required to produce a written portfolio of real-life consumer behaviour examples for the LookBook Document (15%) with detailed reflection and links to theory.
Group Written Assignment (25%): You will be required to explain the nature and expected cause(s) of a consumer-relevant problem and develop a theory-based marketing solution to address the problem.
Group Oral Presentation (20%): You will be required to prepare a pre-recorded oral presentation covering Part 1 and Part 2 of your written group assignment.
Changing Consumer Behaviour Challenge (30%): Identification of a personal consumer behaviour you wish to change or adopt (e.g. spending habits, diet, sustainability, health, or media use). You will document the challenge, reflect on your experience, and produce a critical and persuasive analysis of the behaviour change process.
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 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 will apply as per University Policy.

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	Online Module 1: Introduction to Consumer Behaviour and the MAO Framework (Chapters 1 & 2)	Self-directed learning (1 hr)
Week 01	Introduction to Consumer Behaviour and the MAO Framework	Workshop (2 hr)
Week 02	Online Module 2: Exposure, Attention, Perception and Comprehension (Chapter 3)	Self-directed learning (1 hr)
Week 02	Exposure, Attention, Perception and Comprehension	Workshop (2 hr)
Week 03	Online Module 3: Memory and Knowledge Structures (Chapter 4)	Self-directed learning (1 hr)
Week 03	Memory and Knowledge Structures	Workshop (2 hr)
Week 04	Online Module 4: Consumer Attitudes I (Chapter 5)	Self-directed learning (1 hr)
Week 04	Consumer Attitudes I	Workshop (2 hr)
Week 05	Online Module 5: Consumer Attitudes II (Chapter 6)	Self-directed learning (1 hr)
Week 05	Consumer Attitudes II	Workshop (2 hr)
Week 06	Module 6: Out-of-Class Test	Assessment (1 hr)
Week 06	Consumer Behaviour Activities	Workshop (2 hr)
Week 07	Online Module 7: Consumer Decision Making I	Self-directed learning (1 hr)
Week 07	Consumer Decision Making I	Workshop (2 hr)
Week 08	Online Module 8: Consumer Decision Making II (Chapters 9 & 10)	Self-directed learning (1 hr)
Week 08	Consumer Decision Making II	Workshop (2 hr)
Week 09	Online Module 9: Social Influences on Consumer Behaviour (Chapter 11)	Self-directed learning (1 hr)
Week 09	Social Influences on Consumer Behaviour	Workshop (2 hr)
Week 10	Guest Lecture: Consumer Behaviour Insights In Practice	Lecture (2 hr)
Week 10	Consumer Behaviour Insights In Practice	Workshop (2 hr)
Week 11	Online Module 11: Consumer Diversity (Chapter 12)	Self-directed learning (1 hr)
Week 11	Consumer Diversity	Workshop (2 hr)
Week 12	Online Module 12: Social Class and Households (Chapter 13)	Self-directed learning (1 hr)
Week 12	Social Class and Households	Workshop (2 hr)
Week 13	Online Module 13: Psychographics and Ethics (Chapter 14 and 17)	Self-directed learning (1 hr)
Week 13	Module 13: Psychographics and Ethics (Chapter 14 and 17)	Workshop (2 hr)

Attendance and class requirements

Lecture recording: All lectures modules are available on Canvas for student use. Students should ensure they complete all modules, attend all workshops 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 Reading List link available on Canvas.

Hoyer, W.D., MacInnis, D.J. and Pieters, R (2023), Consumer Behavior, 8th Edition, Boston, MA: Cengage Learning US, ISBN 9780357721292).

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. strategically apply consumer behavior theories and concepts 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.

Student comments from last Semester's Unit of Study Survey are being reviewed to determine helpful changes as required going forward.

Additional information

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

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

Disclaimer

On this page

Useful links

MKTG6007: Consumer Behaviour

Semester 1, 2026 [Normal day] - Camperdown/Darlington, Sydney

Overview

Overview

Unit details and rules

Teaching staff

Assessment

Assessment

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

Disclaimer

On this page

Useful links