MRKTG102-23B (TGA)

Principles of Consumer Behaviour and Research

15 Points

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The University of Waikato
Academic Divisions
Division of Management
School of Management and Marketing

Staff

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Convenor(s)

Lecturer(s)

Administrator(s)

: uwt@waikato.ac.nz
: tarryn.nel@waikato.ac.nz

Placement/WIL Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: em.pooley@waikato.ac.nz

You can contact staff by:

  • Calling +64 7 838 4466 select option 1, then enter the extension.
  • Extensions starting with 4, 5, 9 or 3 can also be direct dialled:
    • For extensions starting with 4: dial +64 7 838 extension.
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    • For extensions starting with 3: dial +64 7 2620 + the last 3 digits of the extension e.g. 3123 = +64 7 262 0123.
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What this paper is about

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This paper introduces the theory of consumer behaviour and relates it to the practice of strategic marketing decisions. The models of consumer behaviour and related theories drawn from psychology, anthropology, social and behavioural sciences are taught with a particular emphasis on the consumer decision making process. The paper covers why individuals make certain purchasing decisions; what products and services they buy; how they buy them; the frequency with which they buy them; and the decision process in these situations.

In this paper you will be encouraged to be an active learner. Your learning will be supported through various activities comprising individual and group work. These include quizzes; assignments; prescribed readings; data collection, researching and analysing specific information; solving problems; conducting presentations; producing written work and collaborating with peers on set tasks and projects.

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How this paper will be taught

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The paper is presented through lectures, videos, readings, discussions, writings and interactive exercises.

Important to note:

  • Tutorials are ONLINE.
  • Lectures are delivered face-to-face, consistent attendance is imperative to achieving high marks.
  • Each week there are additional topics provided online for you to study independently.
  • Participation in the self guided ONLINE tutorial is important to achieve the learning goals.
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Required Readings

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Quester P, Pettigrew S., Kopanidis, F and Rao Hill, S. (2013), Consumer Behaviour:
Implications for Marketing Strategy. Seventh edition Australian Edition, McGraw-Hill Irwin,
Sydney

Additional materials may be assigned throughout the semester. These materials may include
short readings from popular press or from websites and/or videos available online or through
the library.

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Learning Outcomes

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Students who successfully complete the course should be able to:

  • Analyse the role of the consumer as a communicator, purchaser, user, and disposer to better understand consumer decision making processes.
    Linked to the following assessments:
  • Collaborate and communicate effectively to manage and support consumer research projects.
    Linked to the following assessments:
  • Construct, assess and devise marketing strategies by drawing on consumer behaviour theories in the marketplace.
    Linked to the following assessments:
  • Develop reports that critically analyse consumer research data and provide recommendations.
    Linked to the following assessments:
  • Solve consumer research problems within a diverse range of consumption practices to inform marketing decisions.
    Linked to the following assessments:
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Assessments

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How you will be assessed

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Students will develop an understanding of the psychological, cultural and sociological factors that influence purchase and consumption, the methods by which we learn about consumer behaviour, and the implications of consumer behaviour for marketing strategy. The application of marketing concepts requires highly developed analytical skills.

In addition, students will demonstrate learning through effective oral and written communication. Communication skills are regularly cited by employers as critical to success in business.[1] Communication is critical to bringing ideas to fruition.

[1] McArthur, Kubacki, Pang & Alcaraz (2017) “The employers’ view of ‘work-ready’ graduates: A study of advertisements for marketing jobs in Australia.” Journal of Marketing Education, 39 (2), pp. 82-93.

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The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. There is no final exam. The final exam makes up 0% of the overall mark.

The internal assessment/exam ratio (as stated in the University Calendar) is 100:0 or 0:0, whichever is more favourable for the student. The final exam makes up either 0% or 0% of the overall mark.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. Quiz
12 Aug 2023
3:30 PM
10
  • Online: Submit through Moodle
2. Consumer Research Background Report (Group)
19 Aug 2023
3:30 PM
10
  • Online: Submit through Moodle
3. Consumer Research Final Report & Presentation (Group)
30 Sep 2023
4:30 PM
25
  • Online: Submit through Moodle
4. Test
28 Oct 2023
4:30 PM
25
  • Online: Submit through Moodle
5. Participation
30
  • Online: Submit through Moodle
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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