Course coordinator
Dr Muhammad Rashid Saeed
Course overview
- Study period
- Semester 1, 2025 (24/02/2025 - 21/06/2025)
- Study level
- Postgraduate Coursework
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
Behavioural study of buyer behaviour, cultural and social factors, personality, learning, attitude theory, brand loyalty, diffusion of innovations, models of consumer behaviour.
This course provides a theoretical basis for understanding the field of consumer behaviour, by drawing on the contributing disciplines of social psychology, sociology, economics and cultural anthropology. It develops an awareness of the consumer as a central driver of marketing strategy and encourages the appreciation of theories and models of consumer behaviour as tools of conceptual analysis. It does this by reviewing the external influences on behaviour (culture, social class and reference group) and internal individual differences (personality, motivations, emotion, memory and learning) and by showing how these factors are manifested in buyer attitudes, perceptions, decision making and consumption rituals and experiences. The course encourages students to apply theoretical concepts to explain behaviour in a range of marketing situations. It also encourages students to integrate these concepts into a framework which encompasses both micro (individual consumer) and macro (market) environments, factors and trends.
Sustainable Development Goals - UQ Business School is a proud supporter and Advanced Signatory of the United Nations Principles for Responsible Management Education (UN PRME). As part of the largest global collaboration between business schools and the UN, the school emphasises its role in empowering students to drive societal transformation through the Sustainable Development Goals. The SDGs highlight that a thriving economy relies on a healthy environment, aiming to balance economic growth, social well-being, and environmental protection for a sustainable future.
Course requirements
Recommended prerequisites
We recommend completing the following courses before enrolling in this one:
MKTG7501
Incompatible
You can't enrol in this course if you've already completed the following:
MKTG2501
Restrictions
Quota: Minimum of 15 enrolments
Course contact
Course staff
Lecturer
Dr Muhammad Rashid Saeed
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
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
This course aims to acquaint you with consumer behaviour theory and its application in marketing practice. Throughout the semester you will (1) increase your understanding of the theoretical underpinnings and practical implications of consumer behaviour to business and society; (2) make more informed choices about appropriate consumer theories, research approaches and ethical practices for making marketing decisions, and (3) participate in a forum where you will be encouraged to explore and critique consumer research and current marketing approaches in the marketplace.
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Define, illustrate and critically analyse the cognitive, behavioural and cultural theories that inform an understanding of consumer behaviour.
LO2.
Appreciate and evaluate the range of theories that can be applied to understanding aspects of consumers values, personality, learning, buying decision-making, gender, lifestyles, social class and consumption culture.
LO3.
Complete a research project that demonstrates creativity and an ability to apply theory, and present research that informs a contemporary understanding of consumer behaviour relevant to marketing management.
LO4.
Effectively work within a team.
LO5.
Demonstrate effective communication abilities in making consumer and marketing decisions.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Project |
Assessment 1 - Research Proposal
|
40% |
30/04/2025 3:00 pm |
| Paper/ Report/ Annotation | Assessment 2 - Full Research Report | 60% |
9/06/2025 3:00 pm |
Assessment details
Assessment 1 - Research Proposal
- Team or group-based
- Mode
- Written
- Category
- Project
- Weight
- 40%
- Due date
30/04/2025 3:00 pm
- Other conditions
- Peer assessment factor.
Task description
This is a group assessment.
In this research proposal (or project plan), students in a group setting will discuss relevant consumer behaviours (an effect, a phenomenon, a trend, a consumption experience, etc.) that will be more thoroughly examined in Assessment 2 (the independent research report).
Broadly, your team will:
- Pick three consumer behaviours of interest. The three behaviours shall cover diverse industries rather than a single industry. A good starting point is to look at trends (or changes) in consumer decision-making process, consumption process, and post-consumption experiences during the past 10 to 20 years. Examples of potential consumer behaviour topics or areas will be provided and discussed during class.
- Provide background information (e.g., an overview of the phenomenon)
- Explain or justify consumer behaviour/effect/phenomenon (problem formulation/identification). Detailed guidelines will be provided in class.
- For each consumer behaviour, clearly state the research aim.
- For each consumer behaviour, formulate and spell out two research questions (i.e., a total of 6 research questions for the three consumer behaviours in Assessment 1).
The main purpose of this research proposal (Assessment 1) is to guide you in identifying a consumer behaviour topic, determining the research aim, and formulating and justifying relevant research questions. The teaching team will provide comprehensive feedback and suggestions on your submitted research proposal, which you are expected to incorporate into the independent research report (Assessment 2).
Peer Review: Group members are expected to contribute equally, fulfilling the tasks agreed on. If there are disagreements with team members' contributions that cannot be resolved, students must bring the problem to the attention of their Course Coordinator as early as possible. All students will be required to undertake a Peer Review process, which can influence the marks of those who do not contribute to group work.
AI Statement:
This assessment task evaluates students' abilities, skills, and knowledge without the aid of generative 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.
Submission guidelines
Your report is to be submitted to Blackboard either on or before the due date.
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.
Assessment 2 - Full Research Report
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 60%
- Due date
9/06/2025 3:00 pm
Task description
This is an individual assessment.
In this assessment, you will examine a particular consumer behaviour (an effect, a phenomenon, a consumption experience, etc), study it (by gathering information from primary data), and generate valuable and relevant insights for consumers, firms and/or policymakers.
Broadly, you will
- Pick a particular consumer behaviour of interest (i.e. one of the three topics in Assessment 1, or work on a different topic not covered by Assessment 1)
- Explore and examine the contextual information surrounding the phenomenon.
- List and justify your research aim and research questions.
- Conducting personal interviews to collect data to answer research questions. Seven (7) participants/interviewees are expected for data collection. Note that this course is not about research methods; therefore, the larger sample is neither required nor rewarded with extra marks. Don't use any statistical techniques/tools for data analysis. (Instructions and guidelines will be provided in class).
- Draw insightful and sensible conclusions based on the analysis of data, and make recommendations to relevant stakeholders (e.g., marketers, consumers).
Detailed instructions and assessment rubric will be provided and downable from our course Blackboard.
AI Statement:
This assessment task evaluates students' abilities, skills, and knowledge without the aid of generative 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.
Submission guidelines
The report is to be submitted to Blackboard either on or before the due date.
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
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.
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 |
Lecture 1 - Introduction to consumer behaviour Course overview and understanding consumer behaviour |
Not Timetabled |
No tutorials There are no tutorials in Week 1. Tutorials will commence from Week 2. |
|
Week 2 |
Lecture |
Lecture 2 - Contemporary perspectives on consumer behaviour Understanding the contemporary perspectives on consumer behaviour. |
Tutorial |
Tutorial 1 - Introduction to consumer behaviour An overview of the course and introduction to group activities. |
|
Week 3 |
Lecture |
Lecture 3 - Decision-making & involvement Understanding the consumer decision-making process and the role of consumer involvement. |
Tutorial |
Tutorial 2 - Contemporary perspectives on consumer behaviour Group discussions on mini case studies based on Week 2 lecture content. |
|
Week 4 |
Lecture |
Lecture 4 - Information session for Assessment 1 - Research Proposal Overview of Assessment 1 - Research Proposal (group project) Guidelines for selecting a research topic, determining the research aim or objective, and formulating research questions. Referencing styles & Information searching strategies. |
Tutorial |
Tutorial 3 - Decision-making & involvement Group discussion on mini cases and a short question based on Week 3 lecture. |
|
Week 5 |
Lecture |
Lecture 5 - Learning & Memory Understanding theories of learning (e.g., classical conditioning and operant conditioning) and how memory functions. |
Tutorial |
Tutorial 4 - Information session for Assessment 1 Allocation & registration of groups for Assessment 1. Discussion of topics among group members with advice and suggestions from the tutor. |
|
Week 6 |
Lecture |
Lecture 6 - Perceptual process Exploring the process of perception and related concepts. |
Tutorial |
Tutorial 5 - Learning & Memory Group discussion on mini case studies relevant to the Week 5 lecture. |
|
Week 7 |
Lecture |
Lecture 7 - Attitude & behaviour change Exploring the theories of attitude to understand how attitudes are formed and modified. |
Tutorial |
Tutorial 6 - Perceptual Process Group discussion on mini case studies based on the Week 6 lecture. |
|
Week 8 |
Lecture |
Lecture 8 - Personality (section 1) Understanding personality and its implications for consumer behaviour(section one of the theories on Personality). |
Tutorial |
Tutorial 7 - Attitude & behaviour change Group discussion on mini case studies based on the Week 7 lecture. |
|
Mid-sem break |
No student involvement (Breaks, information) |
In-Semester Break |
Week 9 |
Lecture |
Lecture 9 - Personality (section 2) and Information session for Assessment 2 (Full Research Report) Understanding consumer personality and brand personality (second section of theories Personality). Comprehensive briefing and guidelines on Assessment 2: Full Research Report. |
Tutorial |
Tutorial 8 - Personality (section 1) Group discussion on mini case studies based on the Week 8 lecture. |
|
Week 10 |
Lecture |
Lecture 10 - Self & motivation Importance of self, self-product congruence, and motivation in consumer behaviour. |
Tutorial |
Tutorial 9 - Personality (section 2) Group discussion on mini case studies based on the Week 9 lecture. Labour Day Public Holiday - Monday 5 May 2025 - Check Blackboard for announcements about affected tutorial classes. |
|
Week 11 |
Lecture |
Lecture 11 - Groups & social processes The role of reference groups, social pressure, and social power in consumer behaviour. |
Tutorial |
Tutorial 10 - Self & motivation Group discussion on mini case studies based on the Week 10 lecture. |
|
Week 12 |
Lecture |
Lecture 12 - Consumer Culture Influence of culture on consumer behaviour. |
Tutorial |
Tutorial 11 - Groups & social processes Group discussion on mini case studies based on the Week 11 lecture. |
|
Week 13 |
Lecture |
Lecture 13 - Buying patterns and future trends of consumer behaviour (Last week) Discussing future trends in consumer behaviour. Q&A session for Assessment 2. Wrapping up. |
Tutorial |
Tutorial 12 - Consumer Culture and Q & A for Assessment 2 Last week's tutorial. Q & A for Assessment 2. Reflection on lecture 12 contents (No mini case studies this week). |
Additional learning activity information
Sustainable Development Goals
This course integrates the following Sustainable Development Goals(SDGs) through lectures and assessment.
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.