mkt5acd advanced consumer decisions

ADVANCED CONSUMER DECISION MAKING

MKT5ACD

2015

Credit points: 15

Subject outline

This subject is about understanding and anticipating the 'consumer' in all of us, and gaining an appreciation of the centrality of consumer behaviour insight to the marketing function and the development of successful/leading edge marketing strategies. This subject draws upon relevant theories and concepts derived from the Consumer Behaviour literature, as well as other related human behaviour disciplines such as psychology, sociology and anthropology. This subject equips the students, as current and future managers, with the knowledge and practice to develop insightful marketing strategies and make effective marketing decisions.

SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorGillian Sullivan Mort

Available to Study Abroad StudentsYes

Subject year levelYear Level 5 - Masters

Exchange StudentsYes

Subject particulars

Subject rules

PrerequisitesN/A

Co-requisitesN/A

Incompatible subjects MKT5CBE

Equivalent subjectsN/A

Special conditions There is an expectation that students will attend 80% of lectures. The University reserves the right to offer this subject in other modes including seminars, lectures, and block mode or modes using electronic technologies. When offered in different modes, assessment schemes may also be varied.

Learning resources

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsConsumer Behaviour: implications for marketing strategyPrescribedQuester et al. (2010)6TH. EDN., MCGRAW HILL AUSTRALIA.

Graduate capabilities & intended learning outcomes

01. Apply basic consumer behaviour theories

Activities:
Team project, individual presentation and exam
Related graduate capabilities and elements:
Literacies and Communication Skills(Writing,Speaking)
Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
Personal and Professional Skills(Ethical behaviour)
Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)

02. Critically analyse product and makreting appeals in terms of consumer behaviour issues in a structured written report

Activities:
Team project, individual presentation and exam
Related graduate capabilities and elements:
Literacies and Communication Skills(Writing,Speaking)
Literacies and Communication Skills(Writing,Speaking)
Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
Personal and Professional Skills(Ethical behaviour)
Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)

03. Identify, analyse and critically evaluate marketing appeals, theoretical ideas and consumer trends

Activities:
Team project, individual presentation and exam
Related graduate capabilities and elements:
Literacies and Communication Skills(Writing,Speaking)
Literacies and Communication Skills(Writing,Speaking)
Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
Personal and Professional Skills(Ethical behaviour)
Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)

04. apply consumer behaviour theories to real world managerial challenges including strategy development

Activities:
Team project, individual presentation and exam
Related graduate capabilities and elements:
Literacies and Communication Skills(Writing,Speaking)
Literacies and Communication Skills(Writing,Speaking)
Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
Personal and Professional Skills(Ethical behaviour)
Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)

05. Differentiate between ethical and unethical behaviours (a) by consumers and (b) by companies in their application of consumer behaviour concepts

Activities:
Team project, individual presentation and exam
Related graduate capabilities and elements:
Literacies and Communication Skills(Writing,Speaking)
Literacies and Communication Skills(Writing,Speaking)
Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
Personal and Professional Skills(Ethical behaviour)
Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)

Subject options

Select to view your study options…

Start date between: and    Key dates

Melbourne, 2015, Week 16-23, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorClare D'Souza

Class requirements

SeminarWeek: 16 - 23
Twelve 3.0 hours seminar per day on weekdays during the day from week 16 to week 23 and delivered via face-to-face.
"Monday:28 April, 5 May, 12 May and 19 May Wed: 30 April, 7 May, 14 May and 21 May Fri: 2 May, 9 May, 16 May and 23 May"

Assessments

Assessment elementComments%ILO*
In class test 2 hoursNo feedback required unless student's specifically ask for this6001, 02, 03, 04, 05
One 1000 word individual presentationStudents learn how to improvise their own presentations1001, 02, 03, 04, 05
One 4000 word team projectReport: 1000 words equivalent per student3001, 02, 03, 04, 05