MRKTG302-19A (HAM)

Consumer and Buyer Behaviour

15 Points

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Division of Management
School of Management and Marketing

Staff

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Convenor(s)

Trina Sego

Trina Sego
4089
MSB.4.24
To be advised
trina.sego@waikato.ac.nz

Lecturer(s)

Administrator(s)

: f.mostafa@waikato.ac.nz
: helena.wang@waikato.ac.nz
: lori.jervis@waikato.ac.nz

Placement Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: nat.enright@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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Paper Description

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The paper provides psychological and social frameworks for analysing and influencing consumer decision-making, such as attitudes, motivations, heuristics, personality traits, and normative influence.

In the increasingly competitive marketplace, companies can no longer afford to make decisions based on instinct. Instead, they rely on consumer research and data-driven strategy, which requires interpretation and application of theories of consumer behaviour.

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Paper Structure

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The paper is presented through lectures, videos, readings, discussions and interactive exercises. Students are expected to come to class and tutorial meetings having completed assigned readings in advance.

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Learning Outcomes

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Students who successfully complete the course should be able to:

  • Demonstrate specific knowledge about consumer psychology and consumer behaviour from the relevant literature on Consumer Behaviour.
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  • Understand, interpret and explain important concepts and models on consumer decision-making and motivation.
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  • Demonstrate a good working knowledge of the stages of buying and disposing behaviour of consumers.
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  • Discuss and apply critical concepts related to sensory marketing.
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  • Demonstrate an in-depth understanding of consumers' cognitive biases and the relevant research methodologies to study such biases.
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  • Evaluate the importance of various elements of the market system upon consumer behaviour.
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  • Appreciate marketers' roles in sustainable/ethical business practices.
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  • Understand the structure and format of formal business report writing.
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Assessment

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Both individual and team assessments form part of the assessment portfolio for this paper.

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Assessment Components

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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. Test 1
21 Mar 2019
3:00 PM
15
  • In Class: In Test
2. Test 2
2 May 2019
3:00 PM
15
  • In Class: In Test
3. Test 3
30 May 2019
3:00 PM
15
  • In Class: In Test
4. Project Part 1 (team)
12 Apr 2019
3:00 PM
10
  • Online: Submit through Moodle
5. Project Part 2 (Team)
13 Jun 2019
3:00 PM
15
  • Online: Submit through Moodle
6. Project Notebook (Individual)
13 Jun 2019
3:00 PM
10
  • Hand-in: Department Office
7. Participation
20
  • Other: Varies
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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Required and Recommended Readings

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Required Readings

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Solomon, Michael R., R. Russell-Bennett and J. Previte (2019), Consumer Behaviour: Buying, Having, Being, 4th Ed. Melbourne: Pearson. A copy is on reserve at the library. It can be purchased from the bookstore. An electronic version is available as eText here: http://www.pearsoned.co.nz/9781488615757

Dubois, David, Chae InYoung, Joerg Niessing & Jean Wee (2016), AccorHotels and the digital transformation: Enriching experiences through content strategies along the customer journey. Boston: Harvard Business School Publishing (Product IN1251-PDF-ENG).

Additional materials will 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.

Students are advised to use the assigned edition of the textbook. Sometimes alternate editions are organized differently (e.g., the topics are in different chapters) and sometimes the content is different.

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Recommended Readings

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Recommendations for optional reading will be made throughout the term.

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Online Support

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Moodle will be used to communicate with students. Some course material may be delivered online through Moodle. Scores, course documents, announcements, and resources will be posted in Moodle. Students are advised to check the Moodle coursesite daily. Participation in online learning may replace some scheduled classroom time.

Some class meetings will be recorded via Panopto and made available for reviewing by students. This is done as a courtesy to students who want to watch a lecture a second time, and to students who must miss a class meeting due to illness, injury, or a death in the family. Panopto recordings are not a guaranteed part of course delivery; some sessions might not be recorded. Research suggests that student reliance on online lecture viewing has a negative effect on learning.[1] This is especially likely to be the case when class meetings are not dominated by lecture, but also include discussion or in-class exercises.


[1] https://link.springer.com/article/10.1007/s10734-018-0275-9

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Workload

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Students are expected to attend three hours of lecture and one hour of tutorial per week and supplement these in-class and in-group learning opportunities with approximately 110 additional preparation hours, which is a combination of reading, team meetings, project work, studying, and preparation of assignments (also called assessments).
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Linkages to Other Papers

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Prerequisite(s)

Prerequisite papers: MKTG151 or MRKTG101

Corequisite(s)

Equivalent(s)

Restriction(s)

Restricted papers: MKTG255, MKTG355, MKTG455 and MRKTG202

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