Course coordinator
Dr Srinwanti Chaudhury
Course overview
- Study period
- Semester 2, 2024 (22/07/2024 - 18/11/2024)
- 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 Srinwanti Chaudhury
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
It is the student's responsibility to attend the scheduled lectures, workshops and tutorials and consult designated notice boards and websites for correct and up-to-date information regarding the course, including assessment dates and times. Relying on fellow students to pass on information may result in incorrect information for which the University will not be held responsible.
Timetables are available on theﾠUQ Public Timetable.
Please note: Teaching staff doﾠnotﾠhave 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 emailﾠbusiness.mytimetable@uq.edu.auﾠfrom your UQ student email account with the following details:
- Full name,
- Student ID, and
- the Course Code
ﾠ
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% |
13/08/2024 - 25/10/2024 |
| Examination | In-Semester Examination | 30% |
18/09/2024 9:00 am |
| Paper/ Report/ Annotation |
Consumer Behaviour Case Study
|
40% |
27/10/2024 12:00 pm |
Assessment details
Online Quizzes
- Online
- Mode
- Written
- Category
- Quiz
- Weight
- 30%
- Due date
13/08/2024 - 25/10/2024
- 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:
- 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 6 and 13. The Quiz will include 30 multiple choice questions covering LearnX 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.
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 apply for an extension.
Late submission
Exams submitted after the end of the submission time will incur a late penalty.
In-Semester Examination
- Mode
- Activity/ Performance, Written
- Category
- Examination
- Weight
- 30%
- Due date
18/09/2024 9:00 am
- Learning outcomes
- L01, L02, L03, L05
Task description
The In-Semester exam in this course will cover content presented in lectures, workshops and required readings up to and including content covered in Week 8. The online exam will feature mixed-questioning styles (e.g., MCQs and short answer drag & drop solutions) to test consumer behaviour concept understanding and application of theoretical concepts and marketing solutions. The exam is theory based, requiring application of knowledge to real world consumer examples and/or problems.
This exam will be invigilated and use the Inspera Assessment Platform. You will need access to a webcam and audio since this will be a camera-invigilated examination. Inspera Assessment provides additional functionality to complement the existing suite of digital learning tools at UQ with a greater range of question types, accessibility provisions, and non-English languages.
Preparation for the online exam will be discussed in lectures and during applied activities in workshop.
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.
Exam details
| Planning time | 5 minutes |
|---|---|
| Duration | 90 minutes |
| Calculator options | Any calculator permitted |
| Open/closed book | Open Book examination |
| Exam platform | Inspera |
| Invigilation | Invigilated in person |
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.
Consumer Behaviour Case Study
- Team or group-based
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 40%
- Due date
27/10/2024 12:00 pm
- Learning outcomes
- L01, 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%) Due Week 7: Friday 6 September @ 10am
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.
- Consumer behaviour case study (30%) Due Monday 28 October @ 12pm
The problem-based case study will follow an essay format including key content headings: 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 providing a solution to the problem.
Word limit: 3000 words
Research: Students are expected to use academic and industry/news references. At a minimum, students need to include key theory and models discussed in workshops 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. 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 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 5. 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 to the group standard, 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.
Ensuring academic integrity:
This task has been designed to be challenging, authentic and complex. Whilst students may use AI technologies, successful completion of assessment in this course will require students to critically engage in specific contexts and tasks for which artificial intelligence will provi
Submission guidelines
Follow assessment links from blackboard.
Deferral or extension
You may be able to apply for an extension.
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.
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
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.
Additional learning resources information
Blackboard
All courses are supported by the UQ Learning Management System, Blackboard Learn, which provides an interactive environment for the students and teachers. This is accessible via PC or Mac or Mobile (Apps) environment.
To log on to Blackboard, go to https://learn.uq.edu.au.
- As Blackboard is a web‐based application, you will need a recently‐released browser for your computer.
- For help with Learn.UQ (Blackboard), see https://web.library.uq.edu.au/library-services/it/learnuq-blackboard-help/learnuq-blackboard-contacts or contact AskUs https://web.library.uq.edu.au/contact-us or telephone 334 64312.
LearnX
LearnX is a web platform used to deliver weekly learning activities and videos to guide your learning in MKTG2501 Consumer Behaviour. Students can access the LearnX 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.
ﾠ
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 Self-paced Learning activities on LearnX.UQ (Week 1: How to study consumer behaviour) Learning outcomes: L01, L03, L05 |
Week 2 |
Lecture |
Customer Experience & Perception Week 2: No Lecture Self-paced Learning activities LearnX.UQ (Week 2: Consumer Experiences & Perceptions) Learning outcomes: L01, L03 |
Tutorial |
What is Consumer Behaviour? (complete self-paced learning activities from UQ Extend) What is consumer behaviour?; Workshop activities Self-paced Learning activities LearnX.UQ Week 2: Consumer Experiences and perceptions Learning outcomes: L01, L03, L05 |
|
Week 3 |
Lecture |
Module 1 Review Nudging and decision making stages Module 1 Review Self-paced Learning activities LearnX.UQ Week 3 reading: Consumer Decision Making Learning outcomes: L01, L02, L05 |
Tutorial |
Consumer Decision-Making & Nudging Nudging & Consumer Decision-Making Week 3 Workshop activities Self-paced Learning activities LearnX.UQ Week 3 reading: Consumer Decision Making Learning outcomes: L01, L02, L05 |
|
Week 4 |
Lecture |
No Lecture (14th August Public holiday) Self-paced Learning activities LearnX.UQ Week 4 reading: Consumer Decision Journey Learning outcomes: L01, L02, L05 |
Tutorial |
Consumer Decision-Making & Customer Journey PRACTICE QUIZ DUE this week Week 4 Workshop activities: Consumer Decision-Making & Customer Journey Self-paced Learning activities LearnX.UQ Week 4 reading: Consumer Decision Journey Learning outcomes: L01, L02, L05 |
|
Week 5 |
Lecture |
Module 2 Overview Module 2 Introduction & Overview Brief on Inspera Exam platform & Quiz Q/A Learning outcomes: L01, L02 |
Tutorial |
Researching & writing a marketing case study Week 5 Workshop activities: Consumer research approaches UQ Extend Consumer research methods (Online Discussion) Week 5 self-paced learning activities Learning outcomes: L03, L04, L05 |
|
Week 6 |
Lecture |
NO LECTURE (Online Quiz during scheduled Lecture time) Week 6 NO Lecture: One hour Online quiz during scheduled Lecture time Self-paced Learning activities LearnX.UQ Week 6 reading: Consumer Research Application Learning outcomes: L02, L03 |
Tutorial |
Interdisciplinary research approaches Tutorial Interdisciplinary Research Approaches Week 6 Workshop activities; Designing interview questions Self-paced Learning activities LearnX.UQ Week 6 reading: Consumer Research Application Case study assessment Q&A Learning outcomes: L01, L03, L04, L05 |
|
Week 7 |
Lecture |
Lecture: Introduction to Module 3 Week 7 Lecture: Research planning & data collection techniques; Psychology of consumers NO Tutorials this week Case study Planning document DUE Friday 6 September @ 10am Self-paced Learning activities LearnX.UQ Week 7 reading: Consumer Learning Learning outcomes: L01, L02, L05 |
Tutorial |
No Tutorials this week (Case study Planning document DUE Friday 6 September @ 10am) NO Tutorials this week Case study Planning document DUE Friday 6 September @ 10am Self-paced Learning activities LearnX.UQ Week 7 reading: Consumer Learning Learning outcomes: L01, L02, L03 |
|
Week 8 |
Lecture |
Lecture: Mid-Semester Exam Discussion Week 8 Lecture: Q&A Preparing for online exams Self-paced Learning activities LearnX.UQ Week 8 reading: Attitudes & Behaviour Change Learning outcomes: L02, L03, L05 |
Tutorial |
Attitude & Behaviour Change Tutorial: Interdisciplinary Research Approaches Week 8 Workshop activities Self-paced Learning activities LearnX.UQ Week 8 reading: Attitudes & Behaviour Change Learning outcomes: L01, L02, L03, L05 |
|
Week 9 |
Lecture |
Mid-Semester Exam on Inspera NO Lecture and Tutorials this week Scheduled exam on Wednesday, 18th September 9-10:30am (Brisbane time, AEST) Self-paced Learning activities LearnX.UQ Week 9 reading: Personality, Self-Concept & Gender Learning outcomes: L01, L02, L03, L05 |
Mid Sem break |
No student involvement (Breaks, information) |
Mid-semester Break Self-directed learning Learning outcomes: L01, L04, L05 |
Week 10 |
Lecture |
No Lecture (complete self-paced learning activities on UQ Extend) Week 10: NO Lecture Self-paced Learning activities LearnX.UQ Week 10 reading: Motivation & Involvement Learning outcomes: L01, L02, L03, L05 |
Tutorial |
Personality, Self-Concept, & Gender Tutorial Personality, Self-concept & Gender Week 10 Workshop activities Self-paced Learning activities LearnX.UQ Week 10 reading: Motivation & Involvement Learning outcomes: L01, L02, L03 |
|
Week 11 |
Lecture |
Lecture: Module 3 Review Week 11 Lecture: Module 3 Review: The role of social psychology in studying consumers Self-paced Learning activities LearnX.UQ Week 11 reading: Groups & Social Influence Learning outcomes: L02, L03, L05 |
Tutorial |
Motivation & Involvement Tutorial Motivation & Involvement Week 11 Workshop activities Self-paced Learning activities LearnX.UQ Week 11 reading: Groups & Social Influence Learning outcomes: L01, L02, L03 |
|
Week 12 |
Lecture |
Week 12 Lecture: Module 4 Review Week 12 Lecture: Module 4 Review & Quiz details briefing Self-paced Learning activities LearnX.UQ Week 12 reading: Consumer Culture Learning outcomes: L02, L03, L05 |
Tutorial |
Week 12: Groups, Social Influence & Culture Tutorial Motivation & Involvement Week 12 Workshop activities Self-paced Learning activities LearnX.UQ Week 12 reading: Consumer Culture Learning outcomes: L01, L02, L03 |
|
Week 13 |
Lecture |
Week 13: Online Quiz during scheduled Lecture time Week 13 NO Lecture: One hour Online quiz during scheduled Lecture time Tutorial The Consumer Perspective & Case Study Submission Questions : Checklist for Case Study Submission Learning Objectives: 1, 2, 3, 4 Learning outcomes: L01, L03, L04 |
Tutorial |
Week 13: Case study submission questions Checklist for Case Study Submission Learning outcomes: L01, L02, L03, L04 |
|
No student involvement (Breaks, information) |
Case Study Project Submission DUE (27th October, 12pm) Learning outcomes: L01, L02, L03 |
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.