ADVANCED CONSUMER DECISION MAKING

MKT5ACD

2016

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-ordinatorClare D'Souza

Available to Study Abroad StudentsYes

Subject year levelYear Level 5 - Masters

Exchange StudentsYes

Subject particulars

Subject rules

Prerequisites NONE

Co-requisites MKT5MMA

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, Pettigrew, Kopanidis, Rao, HillMcGraw Hill
Discipline SpecificCase Study and Journal articlesRecommendedVariousVarious

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, 2016, Semester 1, Night

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorClare D'Souza

Class requirements

Block Mode Week: 10 - 22
One 3.0 hours block mode other recurrence on weekdays at night from week 10 to week 22 and delivered via face-to-face.
"Semester 1 Monday May 2 - Friday May 13 (4-7 pm) and Friday May 20 (4-7 pm) "

Assessments

Assessment elementComments% ILO*
In class test 2 hoursNo feedback required unless student's specifically ask for this60 01, 02, 03, 04, 05
One 1000 word individual presentationStudents learn how to improvise their own presentations10 01, 02, 03, 04, 05
One 4000 word team projectReport: 1000 words equivalent per student30 01, 02, 03, 04, 05

Melbourne, 2016, Semester 2, Night

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorClare D'Souza

Class requirements

Block Mode Week: 41 - 43
Twelve 3.0 hours block mode per study period on weekdays at night from week 41 to week 43 and delivered via face-to-face.
"Classes held 4 pm -7 pm"

Assessments

Assessment elementComments% ILO*
In class test 2 hoursNo feedback required unless student's specifically ask for this60 01, 02, 03, 04, 05
One 1000 word individual presentationStudents learn how to improvise their own presentations10 01, 02, 03, 04, 05
One 4000 word team projectReport: 1000 words equivalent per student30 01, 02, 03, 04, 05

Vietnam, 2016, Week 40-47, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorClare D'Souza

Class requirements

Lecture Week: 40 - 47
Two 4.0 hours lecture per week on any day including weekend during the day from week 40 to week 47 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
In class test 2 hoursNo feedback required unless student's specifically ask for this60 01, 02, 03, 04, 05
One 1000 word individual presentationStudents learn how to improvise their own presentations10 01, 02, 03, 04, 05
One 4000 word team projectReport: 1000 words equivalent per student30 01, 02, 03, 04, 05