Course coordinator
Dr Josephine Previte
See the MKTG2501 Blackboard for staff consultation times.
Course overview
- Study period
- Semester 1, 2025 (24/02/2025 - 21/06/2025)
- Study level
- Undergraduate
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
This course provides students with the fundamental theories and models to develop a sound understanding of consumers, their needs, desires and behaviours. Study in this course will encourage students to examine individual and group decision-making, buying experiences and the interrelationships between the individual consumer, consumption practices and lifestyle activities.
A fundamental marketing principle is the centrality of the customer to organizational planning;ﾠthus an understanding of the perceptions, attitudes and behaviours of customers is critical to successful marketing strategy and advertising campaigns. MKTG2501 is designed to provide students with knowledge of the behavioural, cognitive, affective, and cultural approaches to consumer behaviour; the facets of consumer motivation, personality and attitudes; the influences of society and culture; an awareness of the critical implications of these processes to marketing actions; and an ability to translate and apply consumer theory to analyse consumer responses and market development and change.
Course requirements
Assumed background
Before attempting this course, you are advised that it is important to complete the appropriate prerequisite course(s) listed on the front of this course profile. No responsibility will be accepted by UQ Business School, the Faculty of Business, Economics and Law or The University of Queensland for poor student performance occurring in courses where the appropriate prerequisite(s) has/have not been completed, for any reason whatsoever.
Prerequisites
You'll need to complete the following courses before enrolling in this one:
MKTG1501
Incompatible
You can't enrol in this course if you've already completed the following:
MKTG7503
Restrictions
Quota: Minimum of 35 enrolments
Course contact
Course staff
Lecturer
Dr Josephine Previte
Tutor
Dr Joseph Baladi
Dr Dipanwita Bhattacharjee
Ms Jaclyn Knight
Ms Jinling Lin
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Timetables are available on theﾠUQ Public Timetable.
Please note: Teaching staff do not have access to the timetabling system to help with class allocation. Therefore, should you need help with your timetable and/or allocation of classes, please ensure you email business.mytimetable@uq.edu.au from your UQ student email account with the following details:
- Full name
- Student ID
- Course Code
Aims and outcomes
The aim of this course is to develop the student's understanding of consumer behaviour, building on the basic principles that were introduced in MKTG1501. Students should gain an understanding of the major theoretical issues and concepts relating to the sub−discipline of Consumer Behaviour, as well as an understanding of the practical applications of these theories and concepts to marketing practice.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Interpret and illustrate cognitive, behavioural, and cultural theories that inform an understanding of consumer behaviour.
LO2.
Explain and distinguish the internal and external factors that influence consumer behaviour (e.g., decision-making, attitudes, personality, lifestyle, social class, consumer culture).
LO3.
Analyse real-world problems for relevant ethical and evidence-based marketing solutions.
LO4.
As a cooperative group, plan, conduct and present primary and secondary research appropriate for a specific consumer behaviour enquiry.
LO5.
Select and use appropriate levels and means of communication.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Quiz |
Online Quizzes
|
30% |
Practice Quiz Week 4, Quiz 1 Week 5, Quiz 2 Week 13,
During Lecture Time |
| Examination |
In-Semester Centrally Scheduled Examination
|
30% |
In-semester Saturday 29/03/2025 - 12/04/2025
In-semester Saturday exam, scheduled outside of class time |
| Paper/ Report/ Annotation, Presentation, Portfolio |
Consumer Behaviour Case Study
|
40% |
Planning document submitted in Week 7 Monday 1pm - 11/04/2025 Team presentations completed during tutorials in Week 12 or 13 - Week 12 - Week 13 |
Assessment details
Online Quizzes
- Online
- Mode
- Written
- Category
- Quiz
- Weight
- 30%
- Due date
Practice Quiz Week 4,
Quiz 1 Week 5,
Quiz 2 Week 13,
During Lecture Time
- Other conditions
- Time limited.
- Learning outcomes
- L01, L02, L03
Task description
Student will complete TWO Online Quizzes during the semester. Each quiz will test student knowledge of key consumer behaviour concepts and theories and will be completed during the scheduled lecture time.
Each Quiz will be available through the Inspera platform accessed from the MKTG2501 Blackboard:
- Practice (Formative) Quiz will be completed in Week 4 and is NOT FOR MARKS. The purpose of the Formative Quiz is to introduce students to the Inspera exam platform, and provide students with a self-test function to review their understanding of core concept covered in Module 1.
- Online Quizzes will be completed in Weeks 5 and 13. The Quiz 1 (Week 5) will include 20 multiple choice questions and Quiz 2 (Week 13) will include 40 multiple choice questions covering lecture content, required readings and in-class activities content. Each quiz question is worth ½ a mark each. Once started you will have a maximum of 60 minutes to complete all questions.
AI Statement:
This assessment task evaluates student’s abilities, skills and knowledge without the aid of Artificial Intelligence (AI). Students are advised that the use of AI technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
NB: Reminders will be posted to the discussion forum on Blackboard and during lectures/workshop.
Submission guidelines
Deferral or extension
You may be able to defer this exam.
Late submission
Exams submitted after the end of the submission time will incur a late penalty.
In-Semester Centrally Scheduled Examination
- Identity Verified
- In-person
- Mode
- Written
- Category
- Examination
- Weight
- 30%
- Due date
In-semester Saturday
29/03/2025 - 12/04/2025
In-semester Saturday exam, scheduled outside of class time
- Other conditions
- Time limited.
- Learning outcomes
- L01, L02, L03
Task description
The In-Semester exam in this course will cover content presented in lectures, required readings and tutorials up to and including content covered in Week 6. The paper-based exam will be held on a Saturday (outside of scheduled teaching times) and invigilated on campus.
The exam format will include short-answer questions (maximum 4) and one essay style response, requiring students to use their knowledge of consumer behaviour to address a marketing problem or issue. Student will be allowed to bring ONE A4 page of hand-written notes into the invigilated exam.
Preparation for the mid-semester exam will be discussed in lectures and during applied activities in weekly tutorials.
AI Statement:
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI) or Machine Translation (MT). Students are advised that the use of AI or MT technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Exam details
| Planning time | 10 minutes |
|---|---|
| Duration | 90 minutes |
| Calculator options | No calculators permitted |
| Open/closed book | Closed Book examination - specified written materials permitted |
| Materials | One A4 sheet of handwritten notes , single sided, is permitted |
| Exam platform | Paper based |
| Invigilation | Invigilated in person |
Submission guidelines
Deferral or extension
You may be able to defer this exam.
Consumer Behaviour Case Study
- Team or group-based
- Mode
- Oral, Written
- Category
- Paper/ Report/ Annotation, Presentation, Portfolio
- Weight
- 40%
- Due date
Planning document submitted in Week 7 Monday 1pm - 11/04/2025
Team presentations completed during tutorials in Week 12 or 13 - Week 12 - Week 13
- Other conditions
- Peer assessment factor.
- Learning outcomes
- L02, L03, L04, L05
Task description
Task description: The consumer behaviour case study requires students to identify a marketing problem and then write a problem-based case to explain how consumers’ perceptions, attitudes, motivations, or cultures and behaviours influence purchasing, social actions and/or decision-making. The written case study will include primary research evidence such as quotes from interviewed consumers, as well as secondary evidence from marketing and consumer journals, and industry reports to support analysis of the problem.
The case study assessment has TWO components:
- Case study topic and research plan (10%). The purpose of the planning document is to demonstrate how information and data will be gathered to inform the written consumer behaviour case study. The planning document will include: details of the secondary data search strategy and preliminary summary of important academic and industry/news references, a research mind map, primary research data collection details including sampling information and a draft interview guide. Students will be expected to complete 3 consumer interviews to inform their case study analysis. The maximum work for the case study planning document is 2000 words (not including headings, in-text citations and the reference list)
- Case study presentation (20%). The problem-based case study findings will be presented by the team during tutorials in Weeks 12 & 13. The team should aim to present an interesting, evidenced based presentation about their case study findings. Key points to highlight during the presentation include: problem background and statement, presentation of research (primary consumer research and secondary background research), analysis of the problem applying appropriate consumer behaviour theory and concepts, and consumer marketing recommendations marketing and advertising industry, and business more widely. All team members must present on the day. The presentation will be 20 minutes (15 minute case presentation and 5 minutes for questions). On the day of the presentation, teams will upload their (a) presentation slides, (b) case study research portfolio including (interview sampling strategy, interview guide, interview analysis informed by consumer behaviour theory used in this course).
- Individual presentation (10%) Team members participation and contribution to the case study findings will be assessed individually based on consumer behaviour and research knowledge, presentation skills (confident, engaging and working effectively as a team member) and capacity to answer questions.
Research: Students are expected to use academic and industry/news references. At a minimum, students need to include key theory and models discussed in tutorials and learning resources and synthesise academic and industry secondary research to obtain a passing grade.
Teamwork: Teams will be formed during Week 2 tutorials and must be finalised in Week 3. Students can only form teams with members of their own tutorial group with a maximum of FIVE students per team. Students who enrol late or do not engage with their team early in the course may be required to complete the task as an individual, or in a smaller team that may be formed of remaining students.
Teamwork is a valuable and important component of this university program. Students should be aware that in normal circumstances, all members of the team will receive the same mark for the case study, unless individual group issues are proactively identified prior to deadlines to enable resolutions. A team contract will be submitted during Week 4. Further, peer evaluation will be undertaken by all teams and will be considered in conjunction with the team contract and group records. Group contributions should be monitored weekly and proactive issues management should be implemented. Often issues are managed through clear communications and can be resolved for positive team outcomes and as such, all group issues should be flagged immediately with your tutor. It is essential that teams attempt to resolve issues during the case study project. However, individuals who are shown to not perform and do not contribute to the group will be penalized, having marks deducted to a standard which reflects the evidence, which may include receiving zero marks where warranted. In such situations, all individuals are responsible for keeping evidence of their contributions to the group.
Please Note: The presentation will be recorded for marking purposes per UQ Policy.
AI Statement:
Artificial Intelligence (AI) and Machine Translation (MT) are emerging tools that may support students in completing this assessment task. Students may appropriately use AI and/or MT in completing this assessment task. Students must clearly reference any use of AI or MT in each instance. A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Follow assessment links from blackboard.
Deferral or extension
You may be able to apply for an extension.
Extensions or deferrals are not available for an in-class presentation. An extension may be available for the submitted material only.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
10% Late Penalty applies to submitted material only. Late submissions are not accepted for in-class presentations. Failure to present at the scheduled time will result in a mark of zero for the presentation portion of this assessment.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 0 - 29 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 30 - 46 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 47 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
Grades will be allocated according to university-wide standards of criterion-based assessment.
Supplementary assessment
Supplementary assessment is available for this course.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Find the required and recommended resources for this course on the UQ Library website.
Other course materials
If we've listed something under further requirement, you'll need to provide your own.
Required
| Item | Description | Further Requirement |
|---|---|---|
| MKTG2501 Course reading list | Access the readings for MKTG2501 via the Library |
Recommended
| Item | Description | Further Requirement |
|---|---|---|
| UQ Extend course content | Activate your course instance from the MKTG2501 Learning Resources on Blackboard |
Additional learning resources information
UQ Extend course content
UQ Extend is a web platform used to deliver weekly learning activities and videos to guide your learning in MKTG2501 Consumer Behaviour. Students can access the UQ Extend Course Content link in your Learn.UQ (Blackboard) course site. The linkﾠcan be found in theﾠLearning Resourcesﾠcontent area and will be added when you request your course site.
- The first time you access the CB LearnX course you will need to enrol.ﾠ You can following the elearning guide for students using this link.
- Student guides can be access from the course blackboard; see the learning resources content area for links.
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 |
Lecture |
Introduction to MKTG2501 Week 1: Introduction to Consumer Behaviour Week 1 Lecture: Consumer Behaviour Overview and assessment discussion No Tutorials this week Compete the Week 1 required reading; review the Week 1 UQ Extend materials in preparation for Week 2 tutorials. Learning outcomes: L01, L03, L05 |
Week 2 |
Lecture |
Customer Experience & Perception Week 2: Sensory Marketing and Ethical Marketing Practices Compete the Week 2 required reading; review the Week 2 UQ Extend materials in preparation for tutorial discussion Learning outcomes: L01, L03 |
Tutorial |
What is consumer behaviour and ethical marketing? What is consumer behaviour? Marketing's Impact on Consumers and Ethical perspectives Assessment discussion and preparation for team work Learning outcomes: L01, L03, L05 |
|
Week 3 |
Lecture |
Consumer Decision-Making Decision making (High & Low involvement and decision-making effort) Nudging consumer behaviour Week 3 required reading: Consumer Decision Making Review the Week 3 UQ Extend materials in preparation for tutorial discussion Learning outcomes: L01, L02, L03, L05 |
Tutorial |
Consumer Decision-Making & Nudging Nudging & Consumer Decision-Making Week 3 tutorial activities Assessment Discussion: forming teams and selecting a case study topic to research Learning outcomes: L01, L02, L05 |
|
Week 4 |
Lecture |
Consumer Decision Journey Introducing the customer journey. Module 1 review of learning. Brief on Inspera Exam platform & Quiz Q/A PRACTICE QUIZ DUE this week Week 4 reading: Consumer Decision Journey; review the Week 4 UQ Extend materials in preparation for tutorial discussion. Learning outcomes: L01, L02, L05 |
Tutorial |
Consumer Decision-Making & Customer Journey Week 4 Workshop activities: Consumer Decision-Making & Customer Journey Assessment coaching:
Learning outcomes: L01, L02, L05 |
|
Week 5 |
Lecture |
Online Quiz during scheduled Lecture time NO Lecture: One hour Online quiz during scheduled Lecture time Learning outcomes: L01, L02 |
Tutorial |
Researching & writing a marketing case study Week 5 tutorial activities: Consumer research approaches Assessment coaching: selecting theory for case study research Learning outcomes: L03, L04, L05 |
|
Week 6 |
Lecture |
Introduction to Consumer Research Module 2 Overview of Consumer Research Week 6 required reading: Consumer research methods; review the Week 5 & 6 UQ Extend materials in preparation for tutorial discussion. Learning outcomes: L01, L02, L03 |
Tutorial |
Interdisciplinary research approaches Interdisciplinary Research Approaches Week 6 tutorial activities; Designing interview questions Assessment coaching:
Learning outcomes: L01, L02, L03, L04 |
|
Week 7 |
Lecture |
In-Semester Exam Discussion Mid-Semester Exam Q&A Introduction to Module 3: Consumer Psychology Required reading: Consumer learning theory; review the Week 7 UQ Extend materials in preparation for tutorial discussion. Learning outcomes: L01, L02, L03, L05 |
Tutorial |
Consumer learning theory Tutorial activities applying consumer learning theory:
Assessment coaching:
Learning outcomes: L01, L02, L03, L04 |
|
Week 8 |
Lecture |
Overview of Consumer Psychology Overview of Module 3: Consumer Psychology No tutorials this week: Student submission of team case study planning document Required reading: Consumer attitudes; review the Week 8 UQ Extend materials in preparation for tutorial discussion. Learning outcomes: L02, L03 |
Not Timetabled |
NO Tutorials Case study Planning document DUE: Thursday 17th April @ 12pm |
|
Mid-sem break |
No student involvement (Breaks, information) |
In-Semester Break |
Week 9 |
Lecture |
Psychology of Consumers: Attitudes, Gender & Personality Applying consumer psychology to explanations of consumer behaviour Feedback on Case study planning assessment Week 9 required reading: Personality, Self-Concept & Gender; review the Week 9 UQ Extend materials in preparation for tutorial discussion. Learning outcomes: L02, L03 |
Tutorial |
Personality & Gender Week 9 tutorial activities applying personality and gender theories to marketing problems Assessment coaching:
Learning outcomes: L02, L03, L04 |
|
Week 10 |
Lecture |
Review of Consumer psychology Review of the role of social psychology in studying consumers Week 10 required reading: Motivation and Involvement; review the Week 10 UQ Extend materials in preparation for tutorial discussion. Learning outcomes: L02, L03 |
Tutorial |
Motivation Week 10 tutorial activities: motivational conflicts and consumer involvement Assessment coaching:
Learning outcomes: L01, L02, L03, L04 |
|
Week 11 |
Lecture |
Introduction to Consumer Culture Macro-level theories applied to explore consumer behaviour Week 11 reading: Groups & Social Influence; review the Week 11 UQ Extend materials in preparation for tutorial discussion. Learning outcomes: L02, L03 |
Tutorial |
Group and social influences that shape consumer behaviour Tutorial activities: reference groups, rituals and types of cultural consumption Assessment coaching:
Learning outcomes: L01, L02, L03, L04 |
|
Week 12 |
Lecture |
Module 4 Review Module 4 Review & Quiz details briefing Week 12 reading: Consumer Culture; review the Week 12 UQ Extend materials in preparation for tutorial discussion. Learning outcomes: L02, L03 |
Tutorial |
Team presentations Assessment: Team presentations
Learning outcomes: L02, L03, L04, L05 |
|
Week 13 |
Lecture |
Online Quiz during scheduled Lecture time NO Lecture: One hour Online quiz during scheduled Lecture time Learning outcomes: L01, L02, L03 |
Tutorial |
Team presentations Assessment: Team presentations
Learning outcomes: L02, L03, L04, L05 |
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.