Handbook : Unit informationEdith Cowan University

School: Arts and Humanities

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

  2017

• Enrolment Period

  1

• Version

  1

• Credit Points

  15

• Full Year Unit

  N

• Mode of Delivery

  On Campus
  

• Unit Coordinator

  Miss Diane Mary SLADE

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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. Positioning of products and services, and the development and maintenance of brand equity through case studies and practical exercises.
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. Environmental influences on consumer behaviour and individual consumer differences; effective targeting of consumers for advertising strategy planning through attitudinal and lifestyle factors.

Additional Learning Experience Information

Lectures, tutorials/workshops, research and report writing.

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.

Core Reading(s)

• Schiffman, L., Bednall, D., O'Cass, A., Paladino, A., D' Alessandro, S., & Kanuk, L. (2010). Consumer behaviour. (5th ed.). Sydney, Australia: Pearson Education Australia.

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