CONSUMER BEHAVIOUR

MKT2CBE

2019

Credit points: 15

Subject outline

This subject provides you with an understanding of the role of consumer behaviour in the development of the total marketing mix. You will evaluate the contribution of psychological and social knowledge to both consumer and organisational marketing. You will develop practical analytical skills, and you will gain experience in the writing of effective positioning statements.

SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorNinh Nguyen

Available to Study Abroad StudentsYes

Subject year levelYear Level 2 - UG

Exchange StudentsYes

Subject particulars

Subject rules

PrerequisitesN/A

Co-requisitesN/A

Incompatible subjects MKT3CBC

Equivalent subjectsN/A

Special conditionsN/A

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsCB8, 8th EditionPrescribedBabin &HarrisCengage Learning

Graduate capabilities & intended learning outcomes

01. Recall, restate, and apply basic consumer behaviour theory

Activities:
Workshop and assessment
Related graduate capabilities and elements:
Literacies and Communication Skills (Writing)
Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

02. Differentiate between ethical and unethical behaviours by consumers and by companies through the application of consumer behaviour techniques and knowledge

Activities:
Workshop and assessment
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

03. Critically analyse product and marketing appeals in terms of the consumer behaviour issues through a structured written report

Activities:
Workshop and assessment
Related graduate capabilities and elements:
Literacies and Communication Skills (Writing)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

04. Identify limitations and problems in product and marketing appeals, and make logical and justifiable proposals to address the existing limitations

Activities:
Workshop and assessment
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

05. Differentiate between the personal, marketing, and managerial applications of consumer behaviour

Activities:
Workshop and assessment
Related graduate capabilities and elements:
Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

Subject options

Select to view your study options…

Start date between: and    Key dates

Albury-Wodonga, 2019, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorNinh Nguyen

Class requirements

WorkShop Week: 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 elementComments% ILO*
Three 30 min multiple choice quizzes (Theory & Case Studies)three online quizzes (individual assessment) (equivalent to 500 words)15 01
One 4000-word group essayteams of four students (group assessment). 1000 words per student.25 01, 02, 03, 04
One 2-hour final examination (equivalent to 2000 words)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 skills50 01, 02, 03, 04, 05
Group Twitter Contributionteams of four students (group assessment). 500 words per student.10 01

Bendigo, 2019, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorNinh Nguyen

Class requirements

WorkShop Week: 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 elementComments% ILO*
Three 30 min multiple choice quizzes (Theory & Case Studies)three online quizzes (individual assessment) (equivalent to 500 words)15 01
One 4000-word group essayteams of four students (group assessment). 1000 words per student.25 01, 02, 03, 04
One 2-hour final examination (equivalent to 2000 words)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 skills50 01, 02, 03, 04, 05
Group Twitter Contributionteams of four students (group assessment). 500 words per student.10 01

Melbourne, 2019, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorNinh Nguyen

Class requirements

WorkShop Week: 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 elementComments% ILO*
Three 30 min multiple choice quizzes (Theory & Case Studies)three online quizzes (individual assessment) (equivalent to 500 words)15 01
One 4000-word group essayteams of four students (group assessment). 1000 words per student.25 01, 02, 03, 04
One 2-hour final examination (equivalent to 2000 words)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 skills50 01, 02, 03, 04, 05
Group Twitter Contributionteams of four students (group assessment). 500 words per student.10 01

Melbourne, 2019, Summer 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorNinh Nguyen

Class requirements

WorkShop Week: 45
One 2.0 hours workshop per week on weekdays during the day in week 45 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 elementComments% ILO*
Three 30 min multiple choice quizzes (Theory & Case Studies)three online quizzes (individual assessment) (equivalent to 500 words)15 01
One 4000-word group essayteams of four students (group assessment). 1000 words per student.25 01, 02, 03, 04
One 2-hour final examination (equivalent to 2000 words)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 skills50 01, 02, 03, 04, 05
Group Twitter Contributionteams of four students (group assessment). 500 words per student.10 01

Melbourne, 2019, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorNinh Nguyen

Class requirements

WorkShop Week: 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.
"In addition, students are expected to undertake between 1 h and 3 h of online learning and assessment activities prior to class."

Assessments

Assessment elementComments% ILO*
Three 30 min multiple choice quizzes (Theory & Case Studies)three online quizzes (individual assessment) (equivalent to 500 words)15 01
One 4000-word group essayteams of four students (group assessment). 1000 words per student.25 01, 02, 03, 04
One 2-hour final examination (equivalent to 2000 words)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 skills50 01, 02, 03, 04, 05
Group Twitter Contributionteams of four students (group assessment). 500 words per student.10 01

Mildura, 2019, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorNinh Nguyen

Class requirements

WorkShop Week: 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 elementComments% ILO*
Three 30 min multiple choice quizzes (Theory & Case Studies)three online quizzes (individual assessment) (equivalent to 500 words)15 01
One 4000-word group essayteams of four students (group assessment). 1000 words per student.25 01, 02, 03, 04
One 2-hour final examination (equivalent to 2000 words)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 skills50 01, 02, 03, 04, 05
Group Twitter Contributionteams of four students (group assessment). 500 words per student.10 01

Shepparton, 2019, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorNinh Nguyen

Class requirements

WorkShop Week: 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 elementComments% ILO*
Three 30 min multiple choice quizzes (Theory & Case Studies)three online quizzes (individual assessment) (equivalent to 500 words)15 01
One 4000-word group essayteams of four students (group assessment). 1000 words per student.25 01, 02, 03, 04
One 2-hour final examination (equivalent to 2000 words)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 skills50 01, 02, 03, 04, 05
Group Twitter Contributionteams of four students (group assessment). 500 words per student.10 01

Singapore (SIM), 2019, Week 05-16, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorNinh Nguyen

Class requirements

WorkShop Week: 05 - 16
One 2.0 hours workshop per week on weekdays during the day from week 05 to week 16 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 elementComments% ILO*
Three 30 min multiple choice quizzes (Theory & Case Studies)three online quizzes (individual assessment) (equivalent to 500 words)15 01
One 4000-word group essayteams of four students (group assessment). 1000 words per student.25 01, 02, 03, 04
One 2-hour final examination (equivalent to 2000 words)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 skills50 01, 02, 03, 04, 05
Group Twitter Contributionteams of four students (group assessment). 500 words per student.10 01

Sydney, 2019, Study Period 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorNinh Nguyen

Class requirements

WorkShop Week: 31 - 42
One 2.0 hours workshop per week on weekdays during the day from week 31 to week 42 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 elementComments% ILO*
Three 30 min multiple choice quizzes (Theory & Case Studies)three online quizzes (individual assessment) (equivalent to 500 words)15 01
One 4000-word group essayteams of four students (group assessment). 1000 words per student.25 01, 02, 03, 04
One 2-hour final examination (equivalent to 2000 words)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 skills50 01, 02, 03, 04, 05
Group Twitter Contributionteams of four students (group assessment). 500 words per student.10 01

Vietnam (Hanoi University), 2019, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorNinh Nguyen

Class requirements

WorkShop Week: 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.
"In addition, students are expected to undertake between 1 h and 3 h of online learning and assessment activities prior to class."

Assessments

Assessment elementComments% ILO*
Three 30 min multiple choice quizzes (Theory & Case Studies)three online quizzes (individual assessment) (equivalent to 500 words)15 01
One 4000-word group essayteams of four students (group assessment). 1000 words per student.25 01, 02, 03, 04
One 2-hour final examination (equivalent to 2000 words)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 skills50 01, 02, 03, 04, 05
Group Twitter Contributionteams of four students (group assessment). 500 words per student.10 01