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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.
This course focuses 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 course also covers socio-cultural influences on consumer behavior.WorkloadLectures 24 hoursClass test 1 2 hoursFinal Exam 3 hoursCase study 1 20 hoursCase study 2 20 hoursClass test + exam preparation 50 hoursLecture preparation 31 hoursTotal 150 hours
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.BCom Learning GoalsGoal 1: Graduates can demonstrate advanced knowledge of their selected subject major, informed by the broader context of Commerce;Goal 2: Graduates are able to use analytical thinking and problem-solving skills to address specific problems;Goal 3: Graduates can understand issues from a range of ethical, global and multicultural perspectives;Goal 4: Graduates are able to communicate effectively both orally and in written form.
Any 30 points in ACCT, COMS, ECON, INFO, MGMT, MKTG, MSCI, PSYC or SOCI
MGMT204
Attendance and EngagementAll students are expected to attend all scheduled course sessions, actively engage with course content, actively participate in all course activities, and complete all required tasks by the due dates. THE LECTURES ARE NOT RECORDED.
Girish Prayag
There are three compulsory assessments for MKTG204 that must be completed by the specified dates. It is essential that you plan your time so you can keep up to date with the required tasks for each assessment. They have been very carefully selected to supplement the lecture material. Students will be assessed as follows:(1) Class Test 1 20% (2) Individual Assignment (Case Study) 40%(3) Final Exam 40%(1) Class Test 1 (20%) – Thursday 13/08/2015Class Test 1 will cover (MCQ + Short answer questions) in class (15.00-16.50 am), covering chapters 1,2,3,4,5,6, and 7). This is a closed book exam. Prior to the class test, please make sure that you complete the online MCQs that will be posted on Learn and review the short answer questions from last year (they will be posted on Learn as well). Please Note: The class test 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. (2) Individual Case Study (40%)The assignment will require you to formulate and propose solutions to consumer behaviour problems identified from TWO marketing case studies. More details about this assignment will be provided in class. Please note that tutorials will be held in class for these case studies as outlined in the course schedule. The first case study (Whitttakers Chocolate – p. 148 of your textbook) is due by 4.00pm Friday 11th September on Learn AND a hard copy with the signed cover sheet put in the drop box on level 2, Law Building (next to the reception).The second case study (Bloody Legend – p. 367 of your textbook) is due by 4.00pm Friday 9th October on Learn AND a hard copy with the signed cover sheet put in the drop box on level 2, Law Building (next to the reception).Late assignments: Assignments received after the deadline will have 10% deducted from the available grade, per day. For example, an assignment that is one day late will lose 10% of the available grade (i.e. a 78% becomes a 68%), 2 days late 20% (i.e. a 78% becomes 58%) etc.(3) Final Exam (40%)The final exam will consist of MCQ + Short answer questions. More details about what the exam will be provided in class. It will be a closed book exam.
Quester, Pascale G. et al; Consumer behaviour : implications for marketing strategy ; 7th edition;
All assignments and announcements will be published during the semester via Learn. Make sure to check Learn regularly.Not 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 supplementing the course material with the corresponding readings from the text (as outlined in the lecture schedule). Outlines of the PowerPoint presentations used in the lectures will be available on Learn (with the possible exception of any guest lectures). Many students find it helpful to print these off prior to the lecture so they can make notes alongside the PPt slides. It is important to note that these handouts DO NOT contain ALL the slides used in each of the lectures. They are intended to complement attendance at the lectures – not to replace it!!If you miss a class, you are responsible for obtaining the missed information from a classmate.
MKTG204S2 Course Outline LEARN
Class RepresentativeA class representative may be asked to volunteer in the first few weeks of class. Any problems with the course can be raised with the class rep. Their email can be found at UCSA. The class representative will take up any issues raised by class members with the lecturer concerned as they occur.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 $737.00
International fee $3,125.00
* 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 .