Handbook : Unit informationEdith Cowan University

School: Business and Law

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

  MKT6300

• Year

  2018

• Enrolment Period

  1

• Version

  1

• Credit Points

  20

• Full Year Unit

  N

• Mode of Delivery

  On Campus
  

• Unit Coordinator

  Dr Martin Joseph MACCARTHY

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Description

Consumer Behaviour provides students with an organizational, consumer, and societal view of consumption. Living in a consumer culture we constantly purchase and covet things that create our lifestyles, express our identities, and define us. What and how we consume, in many ways, determines not only how others see us, but also our personal satisfaction and self-worth. Consumer Behaviour also provides an alternate perspective by introducing consumers to the dark side of consumption and overconsumption. To understand the complex processes of consumer behaviour you are introduced to perspectives from the disciplines of anthropology, sociology, psychology, economics, semiotics and marketing. You will also learn about the techniques that marketers use to influence buyer behaviour, and in doing so gain a better understanding of your own behaviour and that of others.

Learning Outcomes

On completion of this unit students should be able to:

1. Comment on the likely effects and affects of marketing communication strategies.
2. Deconstruct the buyer behaviour decision process.
3. Formulate more effective and efficient marketing strategies.
4. Integrate the language, concepts and models of consumer behaviour theory.
5. Reflect on their personal behaviour as consumers and compare it with the behaviour of other consumers.
6. Review and critique classic and contemporary academic journal articles within the field of consumer behaviour.

Unit Content

1. Attitudes, and how to change them.
2. Consumer Culture.
3. Consumer psychology.
4. Cultural Influences.
5. Making decisions, buying.
6. Memory.
7. Motivation.
8. Persuasion.
9. Self-concept and Identity.
10. The perceptual process.

Learning Experience

Students will attend on campus classes as well as engage in learning activities through ECU Blackboard.

For more information see the Semester Timetable

Additional Learning Experience Information

On-campus students will attend weekly seminar. In addition to the delivery of lecture material, the seminar will include in-class discussions aimed at encouraging critical thinking and making the learning experience more rewarding. For off-campus students this unit comprises weekly modules that follow and supplement the text book. Discussions will be one-on-one via your tutor along with self-learning through the use of two journals, which will not only form part of the assessment but also enhance your learning by applying theory to real world situations. Regular online access is required. A key component of this unit is the iterative approach employed in this class. Students must take on the role as both customer and as a business student. This unit requires students to reflect on their behaviour as a consumer, requires students to audit the behaviour of organisations and requires students to bring these findings together in a class presentation. Off-campus students are required to provide evidence of their consumer research through a two part journal.

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)

• Solomon, M. R., Russell-Bennett, R., & Prvites, J. (2013). Consumer behaviour: Buying, having and being. (3rd ed.). Frenchs Forest, NSW: Pearson.

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