CONSUMER BEHAVIOUR
MKT2CBE
2017
Credit points: 15
Subject outline
This subject provides an understanding of the role of consumer behaviour in development of the total marketing mix. You will evaluate the contribution of psychological and social knowledge to both consumer and organisational marketing. This subject has an emphasis on the development of practical analytical skills, and you will gain experience in the writing of effective positioning statements.
School: La Trobe Business School
Credit points: 15
Subject Co-ordinator: Stephen Singaraju
Available to Study Abroad Students: Yes
Subject year level: Year Level 2 - UG
Exchange Students: Yes
Subject particulars
Subject rules
Prerequisites: N/A
Co-requisites: N/A
Incompatible subjects: MKT3CBC
Equivalent subjects: N/A
Special conditions: N/A
Graduate capabilities & intended learning outcomes
01. Recall, restate, and apply basic consumer behaviour theory in written and forms
- Activities:
- Lecture, tutorial and assessment
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Quantitative Literacy)
02. Differentiate between ethical and unethical behaviours by consumers and by companies through the application of consumer behaviour techniques and knowledge
- Activities:
- Lecture, tutorial and assessment
- Related graduate capabilities and elements:
- Inquiry and Analytical Skills(Critical Thinking,Inquiry/Research)
03. Critically analyse product and marketing appeals in terms of the consumer behaviour issues through a structured written report
- Activities:
- Lecture, tutorial and assessment
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Quantitative Literacy)
04. Identify limitations and problems in product and marketing appeals, and make logical and justifiable proposals to address the existing limitations
- Activities:
- Lecture, tutorial and assessment
- Related graduate capabilities and elements:
- Inquiry and Analytical Skills(Critical Thinking,Inquiry/Research)
05. Differentiate between the personal, marketing, and managerial applications of consumer behaviour
- Activities:
- Lecture, tutorial and assessment
- Related graduate capabilities and elements:
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
Albury-Wodonga, 2017, Semester 1, Day
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Stephen Singaraju
Class requirements
WorkShopWeek: 10 - 22
One 2.0 hours workshop per week on weekdays during the day from week 10 to week 22 and delivered via blended.
"This subject is delivered in blended learning mode and will have weekly 2 h workshops. No tutorials will be scheduled."
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| Three 30 min multiple choice quizzes (Theory & Case Studies) | three online quizzes (individual assessment) | 15 | 01 |
| One 2,000-2,500-word group essay | teams of four students (group assessment). 500-750 words per student. | 25 | 01 |
| One 2-hour final examination | 2 hour examination (individual assessment). This assessment will report on the Graduate Capabilities of: Quantitative literacy, Critical Thinking, Inquiry/Research and Discipline-specific knowledge and skills | 50 | 01, 02, 03, 04, 05 |
| Group Twitter Contribution | teams of four students (group assessment) | 10 | 01 |
Bendigo, 2017, Semester 1, Day
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Stephen Singaraju
Class requirements
WorkShopWeek: 10 - 22
One 2.0 hours workshop per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.
"This subject is delivered in blended learning mode and will have weekly 2 h workshops. No tutorials will be scheduled."
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| Three 30 min multiple choice quizzes (Theory & Case Studies) | three online quizzes (individual assessment) | 15 | 01 |
| One 2,000-2,500-word group essay | teams of four students (group assessment). 500-750 words per student. | 25 | 01 |
| One 2-hour final examination | 2 hour examination (individual assessment). This assessment will report on the Graduate Capabilities of: Quantitative literacy, Critical Thinking, Inquiry/Research and Discipline-specific knowledge and skills | 50 | 01, 02, 03, 04, 05 |
| Group Twitter Contribution | teams of four students (group assessment) | 10 | 01 |
Melbourne, 2017, Semester 1, Day
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Stephen Singaraju
Class requirements
WorkShopWeek: 10 - 22
One 2.0 hours workshop per week on weekdays during the day from week 10 to week 22 and delivered via blended.
"This subject is delivered in blended learning mode and will have weekly 2 h workshops. No tutorials will be scheduled."
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| Three 30 min multiple choice quizzes (Theory & Case Studies) | three online quizzes (individual assessment) | 15 | 01 |
| One 2,000-2,500-word group essay | teams of four students (group assessment). 500-750 words per student. | 25 | 01 |
| One 2-hour final examination | 2 hour examination (individual assessment). This assessment will report on the Graduate Capabilities of: Quantitative literacy, Critical Thinking, Inquiry/Research and Discipline-specific knowledge and skills | 50 | 01, 02, 03, 04, 05 |
| Group Twitter Contribution | teams of four students (group assessment) | 10 | 01 |
Melbourne, 2017, Semester 2, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Stephen Singaraju
Class requirements
WorkShopWeek: 31 - 43
One 2.0 hours workshop per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.
"In addition, students are expected to undertake between 1 h and 3 h of online learning and assessment activities prior to class."
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| Three 30 min multiple choice quizzes (Theory & Case Studies) | three online quizzes (individual assessment) | 15 | 01 |
| One 2,000-2,500-word group essay | teams of four students (group assessment). 500-750 words per student. | 25 | 01 |
| One 2-hour final examination | 2 hour examination (individual assessment). This assessment will report on the Graduate Capabilities of: Quantitative literacy, Critical Thinking, Inquiry/Research and Discipline-specific knowledge and skills | 50 | 01, 02, 03, 04, 05 |
| Group Twitter Contribution | teams of four students (group assessment) | 10 | 01 |
Melbourne, 2017, Summer, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Stephen Singaraju
Class requirements
WorkShopWeek: 46
One 2.0 hours workshop per week on weekdays during the day in week 46 and delivered via face-to-face.
"In addition, students are expected to undertake between 1 h and 3 h of online learning and assessment activities prior to class."
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| Three 30 min multiple choice quizzes (Theory & Case Studies) | three online quizzes (individual assessment) | 15 | 01 |
| One 2,000-2,500-word group essay | teams of four students (group assessment). 500-750 words per student. | 25 | 01 |
| One 2-hour final examination | 2 hour examination (individual assessment). This assessment will report on the Graduate Capabilities of: Quantitative literacy, Critical Thinking, Inquiry/Research and Discipline-specific knowledge and skills | 50 | 01, 02, 03, 04, 05 |
| Group Twitter Contribution | teams of four students (group assessment) | 10 | 01 |
Sydney, 2017, Study Period 2, Blended
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Stephen Singaraju
Class requirements
WorkShopWeek: 31 - 42
One 2.0 hours workshop per week on weekdays during the day from week 31 to week 42 and delivered via blended.
"In addition, students are expected to undertake between 1 h and 3 h of online learning and assessment activities prior to class."
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| Three 30 min multiple choice quizzes (Theory & Case Studies) | three online quizzes (individual assessment) | 15 | 01 |
| One 2,000-2,500-word group essay | teams of four students (group assessment). 500-750 words per student. | 25 | 01 |
| One 2-hour final examination | 2 hour examination (individual assessment). This assessment will report on the Graduate Capabilities of: Quantitative literacy, Critical Thinking, Inquiry/Research and Discipline-specific knowledge and skills | 50 | 01, 02, 03, 04, 05 |
| Group Twitter Contribution | teams of four students (group assessment) | 10 | 01 |
Vietnam, 2017, Semester 1, Day
Overview
Online enrolment: Yes
Maximum enrolment size: N/A
Enrolment information:
Subject Instance Co-ordinator: Stephen Singaraju
Class requirements
WorkShopWeek: 10 - 22
One 2.0 hours workshop per week on weekdays during the day from week 10 to week 22 and delivered via blended.
"This subject is delivered in blended learning mode and will have weekly 2 h workshops. No tutorials will be scheduled."
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| Three 30 min multiple choice quizzes (Theory & Case Studies) | three online quizzes (individual assessment) | 15 | 01 |
| One 2,000-2,500-word group essay | teams of four students (group assessment). 500-750 words per student. | 25 | 01 |
| One 2-hour final examination | 2 hour examination (individual assessment). This assessment will report on the Graduate Capabilities of: Quantitative literacy, Critical Thinking, Inquiry/Research and Discipline-specific knowledge and skills | 50 | 01, 02, 03, 04, 05 |
| Group Twitter Contribution | teams of four students (group assessment) | 10 | 01 |