代写[MKT2CBE]CONSUMER BEHAVIOUR
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La Trobe Business School
CONSUMER BEHAVIOUR
[MKT2CBE]
Subject Learning Guide
Semester 2
2016
Bundoora Campus
Subject Coordinator: Dr. Stephen Singaraju
Table of Contents
SUBJECT DETAILS 3
GENERAL DETAILS 3
ENROLMENT REQUIREMENTS
3代写[MKT2CBE]
STAFF CONTACTS
3
SUBJECT DESCRIPTION
3
SUBJECT INTENDED LEARNING OUTCOMES (SILOS)
3
GRADUATE CAPABILITIES
4
LEARNING ACTIVITY SUMMARY
4
ASSESSMENT AND FEEDBACK SUMMARY
4
LEARNING RESOURCES
6
STUDENT FEEDBACK ON SUBJECT SURVEY
7
F OR INFORMATION ON S TUDENT F EEDBACK ON S UBJECTS REFER TO
:
7
HTTP :// WWW . LATROBE . EDU . AU / STUDENTS / GET - INVOLVED / SPEAK - UP / SUBJECTS - TEACHING
7
POLICIES, PROCEDURES AND GUIDELINES 8
A CADEMIC I NTEGRITY 8
S PECIAL C ONSIDERATION
8
E XTENSIONS , L ATE S UBMISSIONS AND P ENALTIES
8
R ESULTS , REVIEWS AND RE - MARKS
8
SCHEDULE OF LEARNING ACTIVITIES 9
S ESSION P LAN 9
L EARNING A CTIVITY D ETAILS 10
L EARNING A CTIVITY - C OLLEGE /S CHOOL /D ISCIPLINE - SPECIFIC I NFORMATION 10
S TUDENT L EARNING U NIT (SL) 10
L EARNING M ANAGEMENT S YSTEM (LMS) 10
L IBRARY 10
S TUDENT S UPPORT S ERVICES 11
P EER L EARNING A DVISERS 11
ASSESSMENT AND FEEDBACK DETAILS 11
D ETAILED G RADING C RITERIA 12
A SSESSMENT T ASK 1 (G ROUP T ASK ) 12
La Trobe University 2
Subject Details
GENERAL DETAILS
Subject Code: MKT2CBE Subject Title: Consumer Behaviour
Teaching Period: Semester 2/2016 Location(s): Bundoora Campus
Credit Points: 15 Mode: Standard Level: 2
ENROLMENT REQUIREMENTS
Prerequisites: MKT1MDP
Co-requisites: N/A
Incompatibles: N/A
Assumed Skills & Knowledge: Basic marketing and business knowledge
Special Study Requirements: N/A
STAFF CONTACTS
Role Campus Name Email Telephone Room
Subject Coordinator Bundoora Dr. Stephen Singaraju s.singaraju@latrobe.edu.au 03 9479 MAR373
1039
Instance Coordinator Shepparton/ Philip Trebilcock P.Trebilcock@latrobe.edu.au 03 5444 Room
Albury 7264 1.52
Wodonga (Business
Building)
Instance Coordinator Bendigo Elaine Plant E.Plant@latrobe.edu.au 03 9479 Room
3394 SS2.15
Instance Coordinator Mildura Jane Schmidt J.Schmidt@latrobe.edu.au XNB
SUBJECT DESCRIPTION
This course provides students with useable, individual, consumer and managerial understanding of consumer behaviour principles. It directly
applies concepts, principles, and theories from the various social sciences such as psychology, economics, sociology, cultural anthropology
that influence the consumer’s decision-making process. The understandings available from the subject empower consumers, marketers, and
managers to apply consumer behaviour principles to respectively monitor their own consumption decisions, stimulate consumption, or
manage marketing systems.
SUBJECT INTENDED LEARNING OUTCOMES (SILOS)
Upon successful completion of this subject, you should be able to:
1
Recall, restate, and apply basic consumer behaviour theory.
Upon completing this subject, students should be able to:
• Recall the bases and principles of consumer behaviour.
• Demonstrate knowledge of the perceptual, memory and cognitive mechanisms instrumental to consumer behaviour.
• Demonstrate knowledge of attitudinal, lifestyle and personality factors in relation to the creation of consumer perceived
value.
2
Differentiate between ethical and unethical behaviours: (a) by consumers, and (b) by companies in their application of consumer
behaviour techniques/knowledge.
Upon completing this subject, students should be able to:
• Apply consumer behaviour theories and consumer research to investigate a marketing activity.
• Evaluate, assess and critique the consumer behaviour issues underlying a marketing activity.
• Identify in a marketing activity any problematic ethical issues that should be addressed and propose suitable changes.
3
Critically analyse product and marketing appeals in terms of the consumer behaviour issues inherent in the in a structured written
report.
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Upon completing this subject, students should be able to:
• Identify the marketing appeals which underlie the current marketing campaign.
• Analyse the influence of variables such as attitudes, beliefs, perceptions and consumer needs on how information is
processed by consumers in relation to a current marketing campaign.
4
Identify limitations/problems in product and marketing appeals, and make logical and justifiable proposals to address the existing
limitations.
Upon completing this subject, students should be able to:
• Develop a structured written argument identifying consumer behaviour issues relevant to a current marketing campaign.
5
Differentiate between the personal, marketing, and managerial applications of consumer behaviour.
Upon completing this subject, students should be able to:
• Identify the marketing appeals directed at individual consumers
• Recall and apply the different consumer behaviour tools/elements that marketers have available to them.
• Apply consumer behaviour techniques in a strategic manner at managerial level.
GRADUATE CAPABILITIES
The following Graduate Capabilities (GCs) are evaluated in this subject:
GC GC Point
a Writing 3
b Speaking 2
c Enquiry / Research 3
d Critical thinking /analysis 3
e Creative problem solving/ synthesis 2
f Team work 2
LEARNING ACTIVITY SUMMARY
Learning Activity: Schedule
Workshops (Weeks 1-12 – 2 hour per week) Weeks 1-12
Further information is available at http://www.latrobe.edu.au/timetable/
ASSESSMENT AND FEEDBACK SUMMARY
Assessment Tasks: Due Date SILOs GCs % Comments
Assessment Task 1 (Group Task)
Major report 2000 word essay – group work, teams of
four.
Form a team of four (must only be with a student from
your tutorial – no exceptions).
Select a current video advertisement for a good or
service which is of interest or relevance to you both from
YouTube. To effectively demonstrate the application of
consumer behaviour principles a suitable advertisement
must be selected. The YouTube link must be presented
with your report. Assignments must be lodged
electronically via the subject LMS and plagiarism checked
by each student using Turnitin before final submission.
The advertisement you use as the basis of the assignment
may be lodged as an attached file if necessary. The
advertisement must be in English. NO EXCEPTIONS.
Assignments which analyse an ad which is not in English
will receive a zero mark.
Week 8
[19 th
September
2016
@5pm]
1,2,3,4,
5
a,c,d,e,f 35 Assignment documents
must be submitted as one
electronic document for
each group in the Turnitin
link provided on the
subject LMS by the due
date. No Hard copies will
be accepted.
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Notes: A report format is required for this assignment –
not an essay. Reports consist of headings and discrete
sections whereas essays consist of continuous prose. The
required report format will be given to students.
Assignments submitted in essay format will receive a
zero mark.
Tasks:
(a) Identify the advertisement, the product,
product class and the general type of advertising appeal
used.
(b) Analyse in a detailed and structured way (in a
logical report format) the consumer behaviour issues
involved, their relevance and why they are important.
These consumer behaviour issues may include: product
positioning relevant to competitors (eg differentiation),
emotional appeals, decision-making prompts, cultural
appeals, consumer motivations, decision-making
processes and any other issues relevant to the product.
Marks will be awarded on the basis of the relevance and
thoroughness of the consumer behaviour analysis.
(c) Identify any ethical and consumer behaviour
issues you feel are not currently being adequately
addressed (or are ineffectively addressed) by the current
campaign.
(d) Identify and discuss how your consumer
behaviour insights could be used to improve the
marketing of the good or service or explain why no
changes are required.
(e) An additional element of this assignment is a
brief critique of the teamwork dynamics experienced
while completing this assignment – Refer to the Marking
Sheet).
Additional Notes: It is expected that you explore the
topic, consult resources beyond lecture notes and the
course text, and explain the limitations to your
approach.
For an academic work, you are required to primarily use
models and theories, found in the textbooks, journal
articles, and found through your own research to support
your argument/analysis – this should be supported by
explanation to show your understanding and application
of the concepts. At least four relevant non-textbook
references are required to satisfy the research
component. Don't forget to reference all information
sources (marks will be lost otherwise)! Please also refer to
the style guidelines provided below. The assignment must
be in a Microsoft Word document
and fully referenced using the Harvard referencing style.
The topic area will require reading and research outside
the text and references earlier listed. As a guide, word
length expected is about 2,000 -2,500 words, plus
appendices (which must be submitted in the one
electronic document) if applicable.
Assessment Task 2 (Individual Task)
Online Quiz
There will be a total of three online quizzes. The online
quizzes require students to restate and apply the basic
Consumer Behaviour principles and theory presented in
the seminars preceding these quizzes. These quizzes are
completed outside of seminar and tutorial times. Each
quiz must be completed in the 30 minutes duration
Quiz 1 –
Week 3
[Opened on
8 th August
till 15 th
August ,2016
@5pm]
1,3,5 a,d,e 15 Note: Students are
required complete these
quizzes via the subject
LMS. No printed copies of
these quizzes will be
provided.
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allowed. Students are expected to observe and take note
of the deadline for each quiz as each quiz must be
completed by these deadlines. Non completion of
quizzes will receive a zero mark unless they
subsequently lodge a medical certificate issued the same
day, in which case they will be granted another
opportunity to sit the quiz.
Quiz 2 – Week
6 [Opened on
29 th
August till 5 th
September,
2016 @5pm]
Quiz 3 – Week
9 [Opened on
19 th September
till 26 th
September,
2016 @5pm]
Assessment Task 3 (Twitter Contribution)
Micro-blogging (Twitter) contributions by groups in
workshop exercises via the subject Twitter Platform.
Only Group leaders need to submit tweets. Always
mention the #tag provided for each question when
tweeting the answers for these questions.
Contributions
are due on a
weekly basis. Cut
off time for
contributions
is 3 rd
October,
2016 @5pm
a,c,d,e 10
Assessment Task 4 (Final Examination)
The final examination is designed to test students’
knowledge of management principles covered this
semester. The structure of the final examination will be
announced during the semester.
TBC by Central
Examination
1,2,3,4
,
5
a,c,d,e 40 Exact date to be
confirmed by Central
Examination
LEARNING RESOURCES
Reading Type Title Author and Year Publisher
Book (Prescribed
Text)
CB5, 7th Edition Barry J. Babin and Eric Harris Cengage Learning
ISBN-13: 9781305403222
Book Consumer behaviour Craig-Lees, M., Joy, S.,
Browne, B. 1995
Jacaranda Wiley Ltd.
Book Evans, M.J., Moutinho, L., Raaij,
W.F.V.,
Applied Consumer Behaviour,
1st edition, 1996
Addison-Wesley, England.
Book Foxall, G., R., and Goldsmith,
R., E.,
Consumer Psychology for
Marketing 1994
London: Routledge
Book Mowen, J., C., Consumer Behaviour, second
edition 2000
New York: Maxwell Macmillan
International Edition.
Book Neal, Cathy, Pascale Quester
and Del Hawkins
Consumer Behaviour:
Implications for Marketing
Strategy, second edition 2003
The McGraw-Hill Company,
Australia
Book Peter, J., P., Olson, J., Consumer Behaviour and
Marketing Strategy
New York : Richard Irwin,
Mcgraw Hill & Co.
Book Widing, S., Sheth, Jagdish,
Banwari Mittal and Bruce
Newman
Customer Behaviour:
Consumer Behaviour and
Beyond, 2004
New York: The Dryden Press,
Harcourt Brace Publishers
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Book Shiffman Bednall and Watson
Kanuk
Consumer Behaviour, 2002 Sydney: Prentice Hall Australia
Pty. Ltd.
STUDENT FEEDBACK ON SUBJECT SURVEY
The Student Feedback on Subjects (SFS) Survey is part of the quality assurance process that occurs across the university. In this survey you
are invited to tell us about your learning experiences in this subject. Your views will be taken seriously and will assist us to enhance this
subject for the next group of students. The surveys are anonymous, and you will be invited to participate via an email sent to your account
during the survey period.
For information on Student Feedback on Subjects refer to:
http://www.latrobe.edu.au/students/get-involved/speak-up/subjects-teaching
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Policies, Procedures and Guidelines
The University has a comprehensive policy framework to which both staff and students must adhere. You should familiarise yourself with
those policies, procedures and guidelines likely to affect you especially the following:
• Academic Integrity
• Academic Progress
• Assessment and Feedback
• Extension to Submission Dates
• Late Submission of Assessment Tasks
• Occupational, Health and Safety [OHS]
• Privacy
• Special Consideration
• Student Charter
• Use of Electronic Mail
The relevant policies, procedures and guidelines can be found on the website at: http://www.latrobe.edu.au/policy/
Academic Integrity
Academic integrity means being honest in academic work and taking responsibility for learning the conventions of scholarship. La Trobe
University views this seriously as evidenced by the following extract:
Academic honesty is a fundamental principle in teaching, learning, research and scholarship. The University requires its
academic staff and students to observe the highest ethical standards in all aspects of academic work and it demonstrates
its commitment to these values by awarding due credit for honestly conducted scholarly work, and by penalising
academic misconduct and all forms of cheating.
Academic Integrity Procedures (2012, p. 1 of 6)
Academic misconduct includes improper referencing, plagiarism, copying and cheating. You should familiarise yourself with your
responsibilities in relation to Academic Integrity and if you have any questions, direct them to your Course Coordinator. Information can be
found on the website at: http://www.latrobe.edu.au/students/learning/academic-integrity.
For assistance with referencing visit http://www.latrobe.edu.au/students/learning/academic-integrity/referencing-help
Special Consideration
Special Consideration is the term used to describe a process that applies an equity measure to ensure that where any temporary adverse
circumstances beyond the control of a student, that impact negatively on that student’s ability to demonstrate their learning achievement for
an assessment task, is taken into account.
Eligibility to apply for Special Consideration does not automatically imply eligibility to receive it. Certain criteria must be satisfied in order to
receive Special Consideration.
Submission of special consideration applications for assignments, mid-semester tests and final examinations should be made online at:
http://www.latrobe.edu.au/special-consideration
Extensions, Late Submissions and Penalties
There are policies and procedures to guarantee fair, consistent and transparent treatment of late submission of assessment tasks provide
equity around extensions to submission dates and penalties associated with not submitting assessment by the due date and time.
Please refer to the relevant policies, procedures and guidelines website at: http://www.latrobe.edu.au/policy/documents/late-submission-of-
assessment-tasks-policy.pdf
Submission of special consideration applications for assignments, mid-semester tests and final examinations should be made online at:
http://www.latrobe.edu.au/special-consideration
Results, reviews and re-marks
If you believe your assessment task has been marked incorrectly you may request a review of your marks.
Please refer to the relevant policies, procedures and guidelines website at: http://www.latrobe.edu.au/students/exams/results
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Schedule of Learning Activities
Session Plan
Week Topic Activity Assessment Resources SILOs GCs
%
1
• Course outline and introduction to
CBE
• What is CBE and why should I
care?
• The consumer behaviour value
framework
workshop
Readings:
Chapter 1 and 2
(In Ba
• Personality, Lifestyles, Attitudes
and the Self Concept
workshop Readings:
Chapter 6 (In
Babin and Harris
CB5)
1,3,4,5 a,b,c,d,e,f
5
• Attitudes And Attitude Change
• Groups and interpersonal
influence
workshop Readings:
Chapters 7 and 8
(In Babin and
Harris CB5)
1,3,4,5 a,b,c,d,e,f
6
Topic to be confirmed
Guest
Lecture
7
• Consumer Culture
• Micro-cultures
workshop Readings:
Chapters 9 and
10 (In Babin and
Harris CB5)
1,3,4,5 a,b,c,d,e,f
8
• Consumer in Situations
• Decision making (Part 1): Need
recognition and Search
workshop
Readings:
Chapters 11 and
12 (In Babin and
Harris CB5)
1,3,4,5 a,b,c,d,e,f
9
• Decision making (Part 2):
Alternative evaluation and choice
workshop Readings:
Chapter 13 (In
Babin and Harris
CB5)
1,3,4,5 a,b,c,d,e,f
10
• Consumption to satisfaction
workshop Readings:
Chapter 14 (In
Babin and Harris
CB5)
1,2,3,4,5 a,b,c,d,e,f
Week Topic Activity Assessment Resources SILOs GCs
%
11
• Consumer Relationship
workshop Readings:
Chapter 15 (In
Babin and Harris
CB5)
1,2,3,4,5 a,b,c,d,e,f
12
Consumer and Marketing Misbehaviour
Note: Revision Practice Questions for
the Exam will be provided.
workshop Readings:
Chapter 16 (In
Babin and Harris
CB5)
1,2,3,4,5 a,b,c,d,e,f
STU
15 1,3,5
Submission Details
This is an online quiz via the subject LMS. Students are provided with three quizzes that they need to complete by the due dates. Due dates
for each quiz is provided above.
Grading Criteria and Feedback
As provided on the subject LMS
Description of Task
As provided above.
Assessment Task 3 Due Date % SILOs Assessed
Micro-blogging (Twitter) contributions by groups in workshop
exercises
Due dates are provided
above.
10 1,3,5
Submission Details
Via the subject Twitter Platform. Only Group leaders need to submit tweets. Always mention the #tag provided for each question when
tweeting the answers for these questions.
Grading Criteria and Feedback
As provided below
Description of Task
Active participation is crucial to your learning in this subject. You should come to the workshops ready to participate, having completed all
readings and assignments. Simply showing up for class will not earn a full participation grade.
You earn your workshop contribution grade by bringing your readings to class, taking notes, respectfully contributing to workshop
discussions and completing any in-class activities.
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Assessment Task 4 Due Date % SILOs Assessed
Assessment Task 4 (Final Examination) TBC 40 1,2,3,4,5
Submission Details
N/A
Grading Criteria and Feedback
N/A
Description of Task
As provided above.
Detailed Grading Criteria
Assessment Task 1 (Group Task)
Assessment
Criterion
Weight Key Assessment Aspects Mark
Introduction 5%
• Have the students sufficiently introduced
the topic?
• Have they identified the main issues
which will be discussed in this report?
Ad selection and
justification
5%
• Have the students selected an
appropriate ad?
• How relevant is the ad to studying
consumer behaviour?
• Have the student offered any justification
as to why they believe this ad is worth
analyzing?
Ad background 15%
• Have the students investigated the
nature of the industry which produced
the ad?
• Have they identified the major players in
the industry?
• Have they identified the objectives of the
ad and the campaign which it was a part
of?
代写[MKT2CBE]
