Subject outline for consumer behaviour PDF

Preview

Summary

These are the Subject outline information for the subjectsconsumer behaviour for the year 2020/2021 . Hope this will help...

Description

SUBJECT OUTLINE 24202 Consumer Behaviour Course area

UTS: Business

Delivery

Spring 2021; City

Credit points 6cp Requisite(s)

Completionof subject 26100 Integrating Business Perspectivesc Completion of subject 26100 Integrating Business Perspectives AND 24108 Marketing Foundations These requisites may not apply to students in certain courses. There are also course requisites for this subject. See access conditions.

Result type

Grade and marks

Subject coordinator Name: Dr Adrian Camilleri Office: CB08.11.97 Phone: (02) 9514 3482 Email: [email protected] Website: http://www.uts.edu.au/staff/adrian.camilleri Office hours: Adrian will be available on Thursdays between 1 pm and 4 pm for consultation during all weeks of the semester. Appointments must be made at least 24 hours in advance via email. Appointments are allocated on a first-come, first-served basis. For online meetings, make sure to have Zoom downloaded and installed on your computer. If you want to cancel your booking, please notify as soon as possible.

Teaching staff Tutorial staff details and contact information will be placed on Canvas. Contact Protocol: In most cases, the information you require is available in the subject outline or on Canvas. If you cannot find the answer please post your questions (unless they are of a private nature) on the relevant discussion forum on the Canvas website before you contact staff directly. For questions of a private nature, please email the subject coordinator or your tutor to make inquiries or to request an appointment time. Emails should contain your student name and number in the subject and will only be accepted from UTS email accounts.

Subject description This subject covers the basics of consumer behaviour concepts. It develops an understanding of the overall consumer psychological processes and also develops a basic understanding of consumer decision making, consumer culture, and ethical and social responsibility issues within the consumer behaviour contexts. Throughout the subject, students are exposed to industry-based problems/situations that allow them to develop research, analytical and written/oral communication skills of relevance to their future practice.

Subject learning objectives (SLOs) Upon successful completion of this subject students should be able to: 1. explain theoretical foundations of consumer behaviour and consumer experiences 2. apply consumer behaviour theories, frameworks and concepts to managerial marketing decision contexts. 3. evaluate and criticise existing marketing activities in practice based on consumer behaviour insights 4. design/create effective consumer oriented marketing strategies

20/07/2021 (Spring 2021)

© University of Technology Sydney

Page 1 of 10

Contribution to the development of graduate attributes This subject develops knowledge and skills to link theories of customer behaviour to marketing decision making. It provides approaches that allow marketers to make informed decisions about the design and implementation of marketing strategies that are influenced by and, in turn, affect customer behaviour and experiences. This subject contributes to the development of the following graduate attributes: Business knowledge and concepts Business practice oriented skills This subject also contributes specifically to develop the following Program Learning Objectives: Critically analyse relevant concepts to understand practice in business and related professions in a global workplace (1.1) Apply technical and professional skills necessary to operate effectively in business and related professions (5.1)

Teaching and learning strategies This subject is based on dynamic and interactive lecture and tutorial sessions. The lectures provide the structure of the topic area, discussion of important theories, and relevant case deliberations. In addition to textbook materials, videos and/or case studies will be provided online prior to the lectures. Students are expected to review the readings as well as online materials and to be able to engage in student led discussions during the course of the lecture. Tutorials provide an opportunity to discuss ideas, issues, and practical applications of relevant theories, as well as encouraging students to solve real world problems creatively. Students are expected to prepare answers to the discussion questions before attending tutorials. The UTS Learning Management System is used extensively to share information, provide feedback and encourage interactions between staff and students. Videos of marketing topics and marketing campaigns (advertisements) will be provided before teaching sessions for students to formulate thoughts for group discussions. An aim of this subject is to help you develop academic and professional language and communication skills to succeed at university and in the workplace. During the course of this subject, you will complete a milestone assessment task that will, in addition to assessing your subject-specific learning objectives, assess your English language proficiency.

Content (topics) Consumer motivation, ability, opportunity, exposure, comprehension, memory, knowledge, and attitudes. Consumer decision making Consumer’s culture Innovation, symbolic consumer behaviour, and ethical issues in consumer behaviour

Program Week/Session

Dates

Description

1

5 Aug

Lecture 1: Understanding Consumer Behaviour; Motivation, Ability and Opportunity. Readings: Subject Outline; Textbook chapter 1 and chapter 2. Tutorial: No tutorials this week. Notes: Please visit Canvas regularly to check updates on the subject.

2

12 Aug

Lecture 2: From Exposure to Comprehension Readings: Assignment brief; Textbook chapter 3. Tutorial 1: Introduction; Group Formation Questionnaire; Consumer Interview.

20/07/2021 (Spring 2021)

© University of Technology Sydney

Page 2 of 10

3

19 Aug

Lecture 3: Memory and Knowledge Readings: Textbook chapter 4. Tutorial 2: Academic article search exercise; Applying motivation theory exercise. Notes: Please bring your laptop to this tutorial.

4

26 Aug

Lecture 4: Attitudes and Persuasion. Readings: Textbook chapter 5. Tutorial 3: Applying brand personality exercise. Notes: Groups are allocated during this tutorial.

5

2 Sept

Lecture 5: Problem Recognition and Information Search. Readings: Textbook chapter 6. Tutorial 4: Applying persuasion theory exercise. Notes: Research report due this week.

6

9 Sept

Lecture 6: Judgement and Decision Making. Readings: Textbook chapter 7. Tutorial 5: Applying information search theory exercise; Quiz practice.

7

16 Sept

Lecture 7: Post-decision Processes. Readings: Textbook chapter 8. Tutorial 6: Mid-semester quiz. Notes: The quiz covers lectures 1-6 and textbook chapters 1-7.

StuVac

23 Sept

No lectures or tutorials

8

30 Sept

Lecture 8: Social Influences on Consumer Behaviour; Consumer Diversity. Readings: Textbook chapter 9 and chapter 10. Tutorial 7: Applying judgment theory exercise; Editors eye exercise. Notes: Video presentations due this week.

20/07/2021 (Spring 2021)

© University of Technology Sydney

Page 3 of 10

9

7 Oct

Lecture 9: External and Internal Influences on Consumer Behaviour. Readings: Textbook chapter 11. Tutorial 8: Quiz feedback; Segmentation exercise.

10

14 Oct

Lecture 10: Innovations: Adoption, Resistance and Diffusion; Symbolic Consumer Behaviour. Readings: Textbook chapter 12 and chapter 13. Tutorial 9: Personality and values theory exercise. Notes: Marketing handbooks due this week.

11

21 Oct

Lecture 11: Marketing, Ethics and Social Responsibility in Today’s Society. Readings: Textbook chapter 14. Tutorial 10: Discuss case studies I and II. Notes: Case study materials will be made available on Canvas for you to access. Please read case materials before class.

12

28 Oct

Lecture 12: Applications of Consumer Behaviour Tutorial 11: End-semester quiz. Notes: The quiz covers lectures 7-11 and textbook chapters 8-14. Where possible, a guest lecturer will be arranged for this lecture.

NOTE - To comply with advice from NSW Health, the planned delivery of this subject for Spring 2021 has been adjusted. All activities in this subject planed for campus in the first 4 weeks of the Spring 2021 Session will be online. This is a temporary change. After restrictions are eased activities will return to the timetabled format. Please log into Canvas and monitor your UTS email for the latest advice concerning subject delivery and assessment information.

Additional information You have been allocated to a specific tutorial. You must attend the tutorial to which you were allocated. Changes in tutorial allocations can only be made through the university tutorial allocation system and cannot be done by the teaching team. Tutorial attendance will be recorded.

Assessment In addition to all the assessment information given below, guidelines, instructions and specific criteria for the assessment will be placed on to Canvas at an appropriate time during the semester. It is a requirement for each assessment item that students review this information before attempting the assessment task. Quizzes will be conducted under University examination conditions, and hence thoroughly address concerns regarding secure assessment. Individual and group assessments will be secured through a combination of continual updating of assessment tasks across semesters, peer assessment techniques, and/or plagiarism detection software.

20/07/2021 (Spring 2021)

© University of Technology Sydney

Page 4 of 10

An aim of this subject is to help you develop academic and professional language and communication skills to succeed at university and in the workplace. During the course of this subject, you will complete a milestone assessment task that will, in addition to assessing your subject-specific learning objectives, assess your English language proficiency.

Assessment task 1: Two Tutorial Quizzes (Individual) Objective(s): This addresses subject learning objective(s): 1 and 2 Weight:

40%

Task:

The mid-semester quiz will cover lectures 1 to 6 and associated textbook chapters 1 to 7 The end-semester quiz will cover lectures 7 to 11 and associated textbook chapters 8 to 14. More details will be published on Canvas.

Due:

The mid-semester quiz will occur in the Week 7 tutorial. The end-semester quiz will occur in the Week 12 tutorial.

Further The in-tutorial quiz is subject to the rules of a centrally conducted examination. Please make sure that information: you bring your UTS ID card with you to each quiz. Students without UTS ID will be asked to bring temporary IDs obtained from the Student Center to sit the quiz. Please note that the UTS ID/UTS temporary ID is the only acceptable proof of your identity. The mid-term quiz is closed-book. If you are unable to attend a quiz due to extenuating circumstances (e.g., serious illness, trauma, or bereavement) then you should apply for special consideration through the student centre and contact your lecturer for alternative arrangements.

Assessment task 2: Research Report (Individual) Objective(s): This addresses subject learning objective(s): 1, 2 and 3 Weight:

30%

Task:

The purpose of the research report is for students to conduct both primary and secondary research in order to inform a real-world marketing problem for a target firm. In terms of primary research, the student will interview at least 5 consumers about the target firm and then write a summary reporting the insights they have gained into the firm’s marketing problem while highlighting relevant consumer behaviour concepts and/or theory. In terms of secondary research, the student will locate one marketing academic paper published in the previous calendar year in an approved marketing journal that relates to a consumer behaviour concept and/or theory, briefly summarise the paper, and then describe how that research is useful to understand or address the firm’s marketing problem. More specific details about the individual research report can be found on Canvas in a document called "Assignment Brief".

Due:

The research report should be submitted before 10pm on 1 September 2021.

20/07/2021 (Spring 2021)

© University of Technology Sydney

Page 5 of 10

Criteria:

Quality of interviews Quality of marketing problem Quality of academic article summary Quality of consumer behaviour theory application Quality of report presentation

Assessment task 3: Project Report (Group) Objective(s): This addresses subject learning objective(s): 1, 2, 3 and 4 Weight:

30%

Task:

The purpose of this project is for students to creatively apply the consumer behaviour topics covered in this course to a real-world marketing problem. This group work consists of two components: (1) A video presentation (10% of the subject grade, due Week 8); (2) A group report (20% of the subject grade, due Week 10). Each group is required to write a marketing handbook for a real company to address one of its current or potential marketing problems. When talking of a handbook, we mean a guide that can be referred to by a marketing manager when determining how to ensure that their marketing decisions and activities are successful. Be sure to provide recommendations in regards to: (1) who will be your target audience? (2) what will be the objectives of your marketing campaign? (3) what will be the key message/idea? (4) why will this key message change your target audience’s behaviour? (5) how are you going to communicate this key message to your target audience? More specific details about the group project report can be found on Canvas in a document called "Assignment Brief".

Due:

The video presentation must be submitted before 10pm on 29 September 2021. The group project report must be submitted before 10pm on 13 October 2021.

Criteria:

Group Advertising Presentation Quality of marketing problem Quality of recommendations Quality of consumer behaviour theory application Quality of presentation Guide for Marketing Handbook Quality of sources and their interpretation Quality of consumer behaviour theory application Quality of the problem understanding and recommendations Quality of handbook presentation

Further It is a requirement for this assessment item that all students review this information before attempting information: the assessment task. Faculty of Business Writing Guidelines:www.uts.edu.au/node/50946 Special Consideration: Any Student that has difficulty with the assessment task should apply for special consideration and must do so before the due date of the assessment item. See full details of the special consideration application process and how to apply.

20/07/2021 (Spring 2021)

© University of Technology Sydney

Page 6 of 10

Late assignments: Late assignments will be penalised. Ten per cent (10%) will be deducted for each working day late. Assignments more than five days late will usually not be marked. As the assignment is designed as a week by week exercise, extensions for assignments will not be granted. Peer evaluation: Grades will be subject to moderation based on the Spark peer-evaluation. Groups Affected By Special Consideration or Problematic Group Member: Groups who have a member who has applied for special consideration should include a letter with their submission. This letter should detail the extent to which this affected the group. Before submitting your letter, you should consider that, as the assignment is designed to be undertaken across the course of the semester, illness or misadventure of a group member in the final week before submission may have little bearing on your mark. In addition, failing to attempt to resolve an ongoing group problem due to an individual prior to submission will be given little consideration. Plagiarism: Please note that, in this subject, we will be using Turnitin software to detect plagiarism in group assignment submissions. Plagiarism is dealt with the utmost severity by the Consumer Behaviour Teaching Team.

Use of plagiarism detection software All assessment submissions are subject to TurnItIn plagarism detection software.

Minimum requirements To pass the subject, students must achieve at least 50% of the final overall grade.

Required texts Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters, Eugene Chan, Gavin Northey (2020) Consumer Behavior, 2nd Asia-Pacific Edition, Cengage Learning. (ISBN: 9780170439978) Note: You should also study reference readings available through Canvas or discussed in lectures/tutorials.

Recommended texts Guide to Writing Assignments, Faculty of Business, UTS. This is available at www.uts.edu.au/node/50946/

References Cialdini, Robert B. (2001), Influence: Science and practice. Ariely, D. (2008). Predictably Irrational: The hidden forces that shape our decisions. Gladwell, M. (2007). Blink: The power of thinking without thinking. Thaler, R. H. & Sunstein, C. R. (2008). Nudge: Improving decisions about health, wealth, and happiness. Duhigg, C. (2012). The Power of Habit: Why we do what we do in life and business. Kahneman, D. (2011). Thinking, Fast and Slow.

Other resources Canvas is a web-based learning tool. In Consumer Behaviour, Canvas is used for asking and answering questions (via Discussion Forums); keeping up to date (via Announcements); accessing learning resources (via Modules). It is an expectation and responsibility to access this resource and your UTS Email account at least once a week.

Academic liaison officer Dr Robert Czernkowski, Accounting Discipline Group, telephone 9514 3736 Dr Mario Fiorini, Economics Discipline Group, telephone 9514 3339 Dr Otto Konstandatos, Finance Discipline Group, telephone 9514 7758 Dr Kyuseop Kwak, Marketing Discipline Group, telephone 9514 3150 Associate Professor Nico Schulenkorf, Management Discipline Group, telephone 9514 5368 Any arrangements should be negotiated within the first six weeks of session.

Support 20/07/2021 (Spring 2021)

© University of Technology Sydney

Page 7 of 10

Student Services Unit/Counselling: Student Services provides a range of free and confidential professional services to support different aspects of your life and learning at UTS. These services include counselling for personal and learning problems or issues. If you are experiencing difficulties with your overall study program, for whatever reason, telephone +61 2 9514 1177 (City campus). The Accessibility and Financial Assistance Service: The Accessibility Service can support students with disabilities, medical or mental health conditions, including temporary injuries (e.g., broken limbs). The Accessibility Service works with Academic Liaison Officers in each Faculty to provide ‘reasonable adjustments’ such as exam provisions, assistive technology, requests and strategies for managing your studies alongside your health condition. If you are unsure whether you need assistance, we recommend getting in touch early and we can provide advice on how our service can assist you. Make an appointment with an Accessibility Consultant (AC) on +61 2 9514 1177 or Accessibility@u...