MRKTG563-21B (HAM)

Consumer Behaviour and Management

15 Points

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Division of Management
School of Management and Marketing

Staff

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Convenor(s)

Marlini Bakri

Marlini Bakri
4483
MSB.4.24
See Moodle
marlini.bakri@waikato.ac.nz

Mark Buschgens

Mark Buschgens
9289
MSB.4.16
See Moodle
mark.buschgens@waikato.ac.nz

Lecturer(s)

Administrator(s)

: helena.wang@waikato.ac.nz

Placement/WIL Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: yilan.chen@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.
    • For extensions starting with 5: dial +64 7 858 extension.
    • For extensions starting with 9: dial +64 7 837 extension.
    • 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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This paper introduces the theory of consumer behaviour and relates it to the practice of strategic marketing decisions for management. 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 work. These include quizzes; assignments; prescribed readings; data collection, researching and analysing specific information; solving problems; conducting presentations; producing written work.

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Paper Structure

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Individual classes include recorded lectures, one-on-one connects with the lecturer (starting Week 1), practical exercises, reflection questions, secondary and primary data collection and analysis and videos. Questions and discussions with the lecturer are strongly encouraged.

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Learning Outcomes

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Students who successfully complete the paper should be able to:

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

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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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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. Consumer Research Background Report
20 Aug 2021
7:00 PM
15
  • Online: Submit through Moodle
2. Consumer Research Final Report
4 Oct 2021
7:00 PM
30
  • Online: Submit through Moodle
3. Online Quiz
11 Aug 2021
3:00 PM
5
  • Online: Submit through Moodle
4. Online Test
15 Oct 2021
3:00 PM
30
  • Online: Submit through Moodle
5. Consumer Reflections
20
  • Email: Convenor
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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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 Trimester. 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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Recommended Readings

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Recommendations for additional reading will be made throughout the Trimester. Any material clearly identified as “recommended” or “optional” will not be tested.

The following works are recommended:

Hoyer, Wayne D; MacInnis, Deborah, J.; Pieters, Rik; Chan, Eugene & Northey, Gavin (2017), Consumer Behaviour: Asia Pacific Edition. Cengage.

Solomon, Michael R. (2013). Consumer behavior: buying, having, and being. Upper Saddle River, NJ: Prentice Hall.

Peter, J. P. & Olson, J.C. (2002), Consumer Behavior and Marketing Strategy, 6th ed., McGraw-Hill, Boston, Mass.

Ling, Peter et al (2015), Consumer Behaviour in Action, Oxford, Sydney

Schiffman, K., Bednall, D., O’Cass, A., Paladino, A. and Kanuk, L. Consumer Behaviour (3rd edition). Pearson Education: Sydney, 2005.

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Online Support

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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 contact 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.

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Workload

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Each credit point represents approximately 10 hours of study time; this means that 10 hours x 15 points = 150 total learning hours.

We have room scheduled for lecture/class meeting and 1 hour of lecture meet per week. Meets will start in Week 1. Pay attention to announcements in class and on Moodle regarding class meetings and cancellations.

Students are expected to supplement in-class learning opportunities with additional preparation hours such as reading, team meetings, project work, studying, and preparation of assignments/assessments.

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