CONSUMER BEHAVIOUR

MKT2CBX

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-ordinatorMalliga Marimuthu

Available to Study Abroad StudentsNo

Subject year levelYear Level 2 - UG

Exchange StudentsNo

Subject particulars

Subject rules

Prerequisites Student must be enrolled in one of the following courses: LBAB, LBABM, LBABK, LDAB, LAAB

Co-requisitesN/A

Incompatible subjects MKT2CBE

Equivalent subjectsN/A

Special conditionsN/A

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsConsumer Behaviour Learner ResourcePrescribedDidasko Digital, 2017Didasko Group

Graduate capabilities & intended learning outcomes

01. Recall, restate, and apply basic consumer behaviour theory in written documentation

Activities:
Online activities
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:
Online activities, research essay
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:
Online activities, report
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:
Online activities
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:
Online activities
Related graduate capabilities and elements:
Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

Subject options

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Start date between: and    Key dates

Online (Didasko), 2019, Study Block 8, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online Class Week: 32 - 43
One 3.0 hours unscheduled online class per week on any day including weekend during the day from week 32 to week 43 and delivered via online.

Assessments

Assessment elementComments% ILO*
Three 30-min multiple choice quizzes (Theory and Case Studies)To be submitted via Turnitin in the LMS link provided (equivalent to 500 words)15 01
One 4000-word group essayTeam of 4 students (1000 words per student)25 01
One 2-hour final examination (equivalent to 2000 words)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 4 students (500 words per student)10 01

Online (Didasko), 2019, Study Block 9, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online Class Week: 36 - 47
One 3.0 hours unscheduled online class per week on any day including weekend during the day from week 36 to week 47 and delivered via online.

Assessments

Assessment elementComments% ILO*
Three 30-min multiple choice quizzes (Theory and Case Studies)To be submitted via Turnitin in the LMS link provided (equivalent to 500 words)15 01
One 4000-word group essayTeam of 4 students (1000 words per student)25 01
One 2-hour final examination (equivalent to 2000 words)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 4 students (500 words per student)10 01

Online (Didasko), 2019, Study Block 10, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online Class Week: 41 - 52
One 3.0 hours unscheduled online class per week on any day including weekend during the day from week 41 to week 52 and delivered via online.

Assessments

Assessment elementComments% ILO*
Three 30-min multiple choice quizzes (Theory and Case Studies)To be submitted via Turnitin in the LMS link provided (equivalent to 500 words)15 01
One 4000-word group essayTeam of 4 students (1000 words per student)25 01
One 2-hour final examination (equivalent to 2000 words)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 4 students (500 words per student)10 01

Online (Didasko), 2019, Study Block 12, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online Class Week: 49
One 3.0 hours unscheduled online class per week on any day including weekend during the day in week 49 and delivered via online.

Assessments

Assessment elementComments% ILO*
Three 30-min multiple choice quizzes (Theory and Case Studies)To be submitted via Turnitin in the LMS link provided (equivalent to 500 words)15 01
One 4000-word group essayTeam of 4 students (1000 words per student)25 01
One 2-hour final examination (equivalent to 2000 words)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 4 students (500 words per student)10 01