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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:- To gain an understanding of the concepts and theories underlying consumer behaviour.- To gain an understanding of how consumers make decisions.- To understand the impact of individual influences (motivation, perception, learning, attitudes, lifestyles) on consumer behaviour and decisions.- To understand the impact of group, social, and cultural influences on consumer behaviour and decisions.- To understand the implications of consumer behaviour for product, promotion, pricing, and distribution strategies.- 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
Heather Philip (Lectures 1 to 6)Tim Baird (Lectures 7 to 12)Both lecturers are available by appointment. Please email if you would like to arrange a meeting.
Students will be assessed in this course as follows:(1) Group Assignment (Case Study) 30%(2) Class Test 1 35%(3) Class Test 2 35%1) Group Assignment (30%)Details of this assignment will be posted on Learn and discussed in class. The assignment will be done in groups of 3 and will require the group to formulate and propose solutions to a consumer behaviour problem identified from a marketing case study. This assignment is due by 11.50am on Monday 26th January in class.2) Class Test 1 (35%)Class test 1 is scheduled for Monday 19th January (MCQ + Short answer questions) in class (10.00-11.50 am), covering chapters 1,2,3,4,5,6,7, 8 and 9. This is a closed book exam. 3) Class Test 2 (35%)Class test 2 is scheduled for Thursday 5th February (MCQ + Short answer questions) in class (10.00-11.50 am), covering chapters 10, 11, 12, 13, 14 and 16. This is 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; (All assignments and announcements will be published during the semester via LEARN. Make sure to check LEARN regularly).
MKTG204SU1 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.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.Departmental Academic Policies The Department assumes that you have read this document.You should also read the General Course and Examination RegulationsDishonest 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 .