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The purpose of this course is to focus on why and how consumers make decisions and behave in certain ways. More specifically, it examines what motivates consumers, what captures their attention, and what retains their loyalty.
The objectives of the course are:1. To gain an understanding of the concepts and theories underlying consumer behaviour;2. To gain an understanding of how consumers make decisions;3. To understand the impact of individual influences (motivation, perception, learning, attitudes, lifestyles) on consumer behaviour and decisions;4. To understand the impact of group, social, and cultural influences on consumer behaviour and decisions;5. To understand the implications of consumer behaviour for product, promotion, pricing, and distribution strategies;6. To develop critical thinking and problem-solving skills through collecting relevant information and developing generalized conclusions about the behaviour of consumers.
Any 30 points in ACCT, COMS, ECON, INFO, MGMT, MKTG, MSCI, PSYC or SOCI
MGMT204
Girish Prayag
Professor Ruby Dholakia (University of Rhode Island)
Students will be assessed in this course as follows:(1) Group Assignment (Case Study) 35%(2) Class Test 25%(3) Final Exam 40%1) Group Assignment (35%)Details of this assignment will be posted on Learn and discussed in class. The assignment will be done in pairs (two members) and will require the team to formulate and propose solutions to consumer behaviour problems identified from two marketing case studies. This assignment is due by 10.00pm on Monday 29th September on Learn.2)Class Test 1 (25%)Class Test 1 is scheduled for Monday 18th August (MCQ + Short answer questions) in class (12.00-13.50 am), covering chapters 1,2,3,4,5,6,16 and 14 (pp. 480-486). This is a closed book exam. 3)Final Exam (40%)The final exam will consist of MCQ + Short answer questions. More details about what the exam will cover will be provided in class. It will be a closed book exam. Please Note: The tests will be undertaken under examination conditions. That is: Only 2B pencils, eraser, pen, student ID card and water bottle will be allowed on the desk during the test. NO books, notes, pencil cases, mobile phones, calculators or dictionaries.
Quester, Pascale G. et al; Consumer behaviour : implications for marketing strategy ; 7th edition;
NOTE: Relationship between lecture notes and textbookNot all of the textbook material will be covered in lectures, and lectures are not limited to what is covered in the textbook. The student is responsible for all assigned readings as well as all material presented in lecture. Therefore attending every lecture is very important, as is reading the assigned material prior to lecture (as outlined in the lecture schedule).The lectures are not videotaped. However, outlines of the PowerPoint presentations used in the lectures will be available on LEARN2 (with the possible exception of any guest lectures). If you miss a class, you are responsible for obtaining the missed information from a classmate.
MKTG204S2 Course Outline LEARN
Course ResourcesNot all of the textbook material will be covered in lectures, and lectures are not limited to what is covered in the textbook. The student is responsible for all assigned readings as well as all material presented in lectures. Therefore, attending every lecture is very important, as is reading the assigned material prior to a lecture (as outlined in the lecture schedule).The lectures are not videotaped. However, outlines of the PowerPoint presentations used in the lectures will be available on Learn (with the possible exception of any guest lectures). If you miss a class, you are responsible for obtaining the missed information from a classmate.All announcements relevant to the course may be found on the Learn website.Departmental Academic Policies The Department assumes that you have read this document.You should also read the General Course and Examination Regulations Dishonest PracticeThe University of Canterbury considers cheating and plagiarism to be serious acts of dishonesty. All assessed work must be your own individual work unless specifically stated otherwise in the assessment guidelines. Material quoted from any other source must be clearly acknowledged. You must not copy the work of another person (student or published work) in any assessment including examinations, tests and assignments. Any person, who is found to have copied someone else's work, or to have allowed their work to be copied, will receive a fail grade for that piece of assessment and may face disciplinary action which may lead to a fine, community service or exclusion from the university.IMPORTANT: Where there are concerns regarding the authorship of written course work, a student can be required to provide a formal, oral explanation of the content of their work.Coversheets - Group and Individual
Domestic fee $709.00
International fee $3,063.00
* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.
For further information see Management, Marketing and Tourism .