Consumer and Buyer Behaviour (11178.2)

Please note these are the 2024 details for this unit
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Consumer and Buyer Behaviour
Available teaching periods Delivery mode Location
View teaching periods Online
On-campus
Online self-paced
 Bruce, Canberra
EFTSL Credit points Faculty
0.125 3 Faculty Of Business, Government & Law
Discipline Study level HECS Bands
Canberra Business School Level 2 - Undergraduate Intermediate Unit Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Band 5 2021 (Commenced Before 1 Jan 2021)
This unit covers both consumer behaviour and business buying behaviour. Students will explore the processes that consumers go through when selecting services and goods, such as the individual customer make up and environmental influences that impact on human decision making. Consumers' culture and social status, psychographics and demographic factors as well as the role of emotion and humour in marketing strategies will be discussed and analysed. Of equal importance is how businesses/organisations make purchasing decisions and students analyse how this is different/ similar to consumer decision making processes in new task buying and repeat buying decision making processes.

Learning outcomes

After successful completion of this unit, students will be able to:
1. Identify and interpret consumer behaviour theory and its implications for marketing strategy in both consumer, organisational and industrial markets;
2. Analyse consumer decision making processes in different scenarios;
3. Evaluate consumer decision making theories and apply to new product development and entrepreneurial environments;
4. Analyse how cultural differences impact on marketing strategies;
5. Compare organisational buyer behaviour in different settings to consumer buying behaviour; and
6. Describe the scope and nature of psychology and sociology in consumer behaviour.


Graduate attributes

1. ºÚÁϳԹÏÍø graduates are professional - employ up-to-date and relevant knowledge and skills
1. ºÚÁϳԹÏÍø graduates are professional - communicate effectively
1. ºÚÁϳԹÏÍø graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. ºÚÁϳԹÏÍø graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
1. ºÚÁϳԹÏÍø graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. ºÚÁϳԹÏÍø graduates are professional - take pride in their professional and personal integrity
2. ºÚÁϳԹÏÍø graduates are global citizens - think globally about issues in their profession
2. ºÚÁϳԹÏÍø graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. ºÚÁϳԹÏÍø graduates are global citizens - understand issues in their profession from the perspective of other cultures
2. ºÚÁϳԹÏÍø graduates are global citizens - communicate effectively in diverse cultural and social settings
2. ºÚÁϳԹÏÍø graduates are global citizens - make creative use of technology in their learning and professional lives
2. ºÚÁϳԹÏÍø graduates are global citizens - behave ethically and sustainably in their professional and personal lives
3. ºÚÁϳԹÏÍø graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
3. ºÚÁϳԹÏÍø graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. ºÚÁϳԹÏÍø graduates are lifelong learners - evaluate and adopt new technology
4. ºÚÁϳԹÏÍø graduates are able to demonstrate Aboriginal and Torres Strait Islander ways of knowing, being and doing - communicate and engage with Indigenous Australians in ethical and culturally respectful ways


Prerequisites

11176 Marketing Fundamentals

Corequisites

None.

Incompatible units

None

Equivalent units

6390 Consumer Behaviour

Assumed knowledge

None.
Availability for enrolment in 2025 is subject to change and may not be confirmed until closer to the teaching start date.
Year Location Teaching period Teaching start date Delivery mode Unit convener
2024 Bruce, Canberra Semester 1 05 February 2024 Online Dr Marjan Aslan
2024 Bruce, Canberra Semester 1 05 February 2024 On-campus Dr Marjan Aslan
2025 Bruce, Canberra Semester 1 03 February 2025 On-campus Dr Marjan Aslan
2025 Bruce, Canberra Semester 1 03 February 2025 Online self-paced Dr Marjan Aslan
The information provided should be used as a guide only. Timetables may not be finalised until week 2 of the teaching period and are subject to change. Search for the unit timetable.

Required texts

Main source:

Solomon, Michael R. (2020) "Consumer Behavior – Global Edition", 13th Edition, Pearson Education Limited, Essex, ISBN13: 9781292318103, ISBN 10: 9781292318202 ; Note: Please make sure you use the Global Edition (13th edition),

Supplementary readings:

Baker, M. J. Parkinson, S. T.(1986) "Organizational Buying Behaviour: Purchasing and marketing management implications", Palgrave, ISBN print: 978-1-349-08050-2, ISBN online: 978-1-349-08048-9

Schiffman, L. (2018) "Consumer Behaviour", 12th Edition, Pearson Australia, ISBN13: 9780134734828, e-text ISBN: 9780134735009

Academic Journals:

  • Journal of Consumer Research
  • Journal of Marketing
  • Journal of the Academy of Marketing Science
  • Journal of Consumer Behaviour
  • Journal of Consumer Psychology
  • Journal of Marketing Research
  • Journal of Advertising Research
  • European Journal of Marketing
  • Harvard Business Review

Websites of con-current news and business reviews:

http://www.acrwebsite.org

https://www.ama.org

http://theabj.com.au

http://www.marketingmag.com.au

http://sloanreview.mit.edu

http://hbr.org

http://www.wsj.com

http://www.nielsen.com

http:www.roymorgan.com

Submission of assessment items

Extensions & Late submissions

Approval of extensions based on extenuating circumstances will be dependent upon the production of supporting documentation and at the discretion of the unit convener.

Special assessment requirements

It is essential that the students come prepared for workshops by listening to the lecture recordings and by reading designated chapters and online content. We will focus on Assessment #1 and #2 during the workshops on campus. Please note that to be able to complete the assessment tasks for this unit, it is necessary that you attend the workshops on campus, read the required readings, read the rubrics, and listen to lecture recordings.

Students must apply academic integrity in their learning and research activities at ºÚÁϳԹÏÍø. This includes submitting authentic and original work for assessments and properly acknowledging any sources used.

Academic integrity involves the ethical, honest and responsible use, creation and sharing of information. It is critical to the quality of higher education. Our academic integrity values are honesty, trust, fairness, respect, responsibility and courage.

ºÚÁϳԹÏÍø students have to complete the annually to learn about academic integrity and to understand the consequences of academic integrity breaches (or academic misconduct).

ºÚÁϳԹÏÍø uses various strategies and systems, including detection software, to identify potential breaches of academic integrity. Suspected breaches may be investigated, and action can be taken when misconduct is found to have occurred.

Information is provided in the Academic Integrity Policy, Academic Integrity Procedure, and University of Canberra (Student Conduct) Rules 2023. For further advice, visit Study Skills.

Participation requirements

Please bear in mind that to be able to complete your assessment tasks you must attend the workshops on campus.

The lecture recordings for this unit will contain elaborate briefing on the key theories/topics on Consumer and Buyer Behaviour. The workshops will facilitate conceptual reflection and learning through sharing. The workshops will also contain blending of rich discussion from the text and practical activity-based learning experiences. Therefore, it is essential that the students come prepared for the workshops by listening to the lecture recordings and by reading designated chapters for workshops. Students are also required to actively participate in problem-solving, critical thinking, hands-on activities, and discussions during the workshops.

Learning occurs most effectively in an environment where all the participants are eager and ready to learn. Therefore, I expect that everyone will engage in professional behaviour that contribute to the creation of a stimulating learning environment. As such, the followings are required:

•      Attending all formal class sessions/workshops on campus and being on time,

•      Remaining in class for the duration of the class,

•      Being prepared for class,

•      Reading/watching all content provided on the ºÚÁϳԹÏÍøLearn site designed for this unit,

•      Actively participating in class discussions,

•      Asking thoughtful questions and sharing ideas (questions or ideas that provoke discussion or illustrate class material are ideal forms of contribution).

•      Listening respectfully when others are speaking,

•      Being focused on the activities at hand,

•      Regularly checking and reading announcements sent by the unit convener on the Canvas (ºÚÁϳԹÏÍøLearn) site.

·      Regularly checking your ºÚÁϳԹÏÍø emails.

•      Communicating to the unit convener through your ºÚÁϳԹÏÍø mail account and not a personal account.

•      Reading, understanding, and respecting the rules concerning plagiarism.

•      Avoiding all acts which could be considered plagiarism and misconduct.

•      Familiarising yourself with the conventions of referencing in your discipline.

•      Providing accurate information about your address and contact details, and notifying Student Administration of changes as soon as they occur; and

•      Ensuring that you are correctly enrolled in each unit and that the units are correct for your course of study.

***All students are expected to attend each of the workshops on campus. All students are expected to listen to the lecture recordings and prepare the required readings before the workshops and to actively participate in discussions and activities during the workshops.

***It is essential that students use the textbook and the online content (including information on assessment items) provided on the Canvas site for this unit to complete the assessment tasks.

*** To learn about details of the assessments, in addition to reading instructions and files uploaded on the canvas site, it is essential that students attend workshops and Q&A sessions.

***For some of the workshops which will be run for this unit on campus, we might use a digital collaborative platform (Miro). Information about the digital collaborative platform (Miro) and how to have access to it, has been provided on the Canvas site and will be explained during the workshops.

Required IT skills

This unit is delivered online. Therefore, you need to be comfortable using the virtual classroom and using your microphone.

Work placement, internships or practicums

This unit involves a WIL project (see details of Assessment Item #2 (Part A) and Assessment Item #2 (Part B)

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