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  2. Consumer Behaviour [ADV2105]

Faculty of Education and Arts

School: Communications and Arts

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

  • Unit Title

    Consumer Behaviour

  • Unit Code

    ADV2105

  • Year

    2015

  • Enrolment Period

    1

  • Version

    1

  • Credit Points

    15

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus

Description

This unit provides participants with the skills to select and apply practical models from communications theory, consumer decision-making theory, and consumer behaviour theory to address the concept of brand equity and to create effective and ethical advertising messages. These models provide the theoretical foundation for consumer research, facilitating the strategic development of product and brand positioning, the advertising campaign plan, and the creative platform.

Equivalent Rule

Unit was previously coded ADV4105, MKT2600, MKT2608

Learning Outcomes

On completion of this unit students should be able to:

  1. Analyse and assess consumer behaviour theory and investigate ethical and other implications of consumer research for the introduction of new and improved products.
  2. Analyse the usefulness of the concept of brand equity in advertising planning and strategy development.
  3. Compare the motivations, and discuss the influence, of different behaviours of audiences and cultural groups on advertising and on consumer choice.
  4. Evaluate the usefulness of involvement theory for creative strategy development and evaluate the relevance of attitudinal and lifestyle segmentation for advertising strategy planning.

Unit Content

  1. Communications theory, models of consumer behaviour research, theories of adoption and diffusion of innovation, and implications for the advertising of new and improved products.
  2. Environmental influences on consumer behaviour and individual consumer differences; effective targeting of consumers for advertising strategy planning through attitudinal and lifestyle factors.
  3. Integrating behavioural models with campaign and advertisement objectives for appropriate advertising planning strategies across cultures: psychological processes of learning, perception, reinforcement; attitude and behaviour change; consumer decision-making processes and behaviour, including diagnosis of decision-process behaviour, need-recognition, search strategies and alternative evaluation and purchase behaviour; and profiling of the decision maker and buyer roles.
  4. Positioning of products and services, and the development and maintenance of brand equity through case studies and practical exercises.

Additional Learning Experience Information

Lectures, Tutorials/Workshops, Research and report writing, Development of a learning portfolio.

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

ON CAMPUS
TypeDescriptionValue
ReportAssignment 130%
ProjectAssignment 240%
ExaminationExamination30%
ONLINE
TypeDescriptionValue
ReportAssignment 130%
ProjectAssignment 240%
ExaminationExamination30%

Text References

  • ^ Schiffman, L., Bednall, D., O'Cass, A., Paladino, A., D' Alessandro, S., & Kanuk, L. (2010). Consumer behaviour. (5th ed.). Sydney: Pearson Education Australia.
  • Soloman, M. R. (2008). Consumer behaviour: Buying, having, and being. (8th ed.). New Jersey: Pearson Prentice Hall.
  • Peter, J. P., & Olson, J. C. (2007). Consumer behaviour & marketing strategy. (8th ed.). Boston: McGraw-Hill.
  • Quester, P., Neal. C., Pettigrew, S., Grimmer, M., Davis, T., & Hawkins, D. (2007). Consumer behaviour: Implications for marketing strategy. (5th ed.). Sydney: McGraw-Hill.
  • Hawkins, D. I., Best, R. J., & Coney, K. A. (2004). Consumer behaviour: Building marketing strategy. (9th ed.). Boston: McGraw-Hill.
  • Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer behaviour. (10th ed.). London: Harcourt College Publishers.
  • Bearden, W. O., Ingram, T. N., & LaForge, R. W. (2006). Marketing principles & perspectives. (5th ed.). Boston: McGraw-Hill.
  • Aaker, D. A. (1996). Building strong brands. New York: The Free Press.

Journal References

  • Journal of Research for Consumers
  • World Advertising Research Centre [ECU electronic resource]
  • Journal of Marketing
  • Journal of Consumer Research
  • Journal of Advertising Research
  • Journal of Advertising
  • Campaign Brief
  • International Journal of Advertising

Website References

^ Mandatory reference

Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students' work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

ADV2105|1|1

Faculty of Education and Arts

School: Communications and Arts

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

  • Unit Title

    Consumer Behaviour

  • Unit Code

    ADV2105

  • Year

    2015

  • Enrolment Period

    2

  • Version

    1

  • Credit Points

    15

  • Full Year Unit

     N

  • Mode of Delivery

    On Campus

Description

This unit provides participants with the skills to select and apply practical models from communications theory, consumer decision-making theory, and consumer behaviour theory to address the concept of brand equity and to create effective and ethical advertising messages. These models provide the theoretical foundation for consumer research, facilitating the strategic development of product and brand positioning, the advertising campaign plan, and the creative platform.

Equivalent Rule

Unit was previously coded ADV4105, MKT2600, MKT2608

Learning Outcomes

On completion of this unit students should be able to:

  1. Analyse and assess consumer behaviour theory and investigate ethical and other implications of consumer research for the introduction of new and improved products.
  2. Analyse the usefulness of the concept of brand equity in advertising planning and strategy development.
  3. Compare the motivations, and discuss the influence, of different behaviours of audiences and cultural groups on advertising and on consumer choice.
  4. Evaluate the usefulness of involvement theory for creative strategy development and evaluate the relevance of attitudinal and lifestyle segmentation for advertising strategy planning.

Unit Content

  1. Communications theory, models of consumer behaviour research, theories of adoption and diffusion of innovation, and implications for the advertising of new and improved products.
  2. Environmental influences on consumer behaviour and individual consumer differences; effective targeting of consumers for advertising strategy planning through attitudinal and lifestyle factors.
  3. Integrating behavioural models with campaign and advertisement objectives for appropriate advertising planning strategies across cultures: psychological processes of learning, perception, reinforcement; attitude and behaviour change; consumer decision-making processes and behaviour, including diagnosis of decision-process behaviour, need-recognition, search strategies and alternative evaluation and purchase behaviour; and profiling of the decision maker and buyer roles.
  4. Positioning of products and services, and the development and maintenance of brand equity through case studies and practical exercises.

Additional Learning Experience Information

Lectures, Tutorials/Workshops, Research and report writing, Development of a learning portfolio.

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

ON CAMPUS
TypeDescriptionValue
ReportAssignment 130%
ProjectAssignment 240%
ExaminationExamination30%
ONLINE
TypeDescriptionValue
ReportAssignment 130%
ProjectAssignment 240%
ExaminationExamination30%

Text References

  • ^ Schiffman, L., Bednall, D., O'Cass, A., Paladino, A., D' Alessandro, S., & Kanuk, L. (2010). Consumer behaviour. (5th ed.). Sydney: Pearson Education Australia.
  • Soloman, M. R. (2008). Consumer behaviour: Buying, having, and being. (8th ed.). New Jersey: Pearson Prentice Hall.
  • Peter, J. P., & Olson, J. C. (2007). Consumer behaviour & marketing strategy. (8th ed.). Boston: McGraw-Hill.
  • Quester, P., Neal. C., Pettigrew, S., Grimmer, M., Davis, T., & Hawkins, D. (2007). Consumer behaviour: Implications for marketing strategy. (5th ed.). Sydney: McGraw-Hill.
  • Hawkins, D. I., Best, R. J., & Coney, K. A. (2004). Consumer behaviour: Building marketing strategy. (9th ed.). Boston: McGraw-Hill.
  • Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer behaviour. (10th ed.). London: Harcourt College Publishers.
  • Bearden, W. O., Ingram, T. N., & LaForge, R. W. (2006). Marketing principles & perspectives. (5th ed.). Boston: McGraw-Hill.
  • Aaker, D. A. (1996). Building strong brands. New York: The Free Press.

Journal References

  • Journal of Research for Consumers
  • World Advertising Research Centre [ECU electronic resource]
  • Journal of Marketing
  • Journal of Consumer Research
  • Journal of Advertising Research
  • Journal of Advertising
  • Campaign Brief
  • International Journal of Advertising

Website References

^ Mandatory reference

Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Access and Inclusion website.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students' work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

ADV2105|1|2