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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 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.WorkloadThe estimated workload breakdown for MKTG204S2 is: Lectures 22 hoursClass Test 2 hoursFinal Exam 3 hoursGroup Assignment 43 hoursClass Test + Exam Preparation 60 hoursLecture Preparation 20 hoursTotal 150 hours
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 generalised conclusions about the behaviour of consumers.Learning Objectives, BComStudents have an in-depth understanding of their majoring subject and are able to critically evaluate and, where applicable, apply this knowledge to topics/issues within the discipline.Students have a broad understanding of the key domains of commerce.Students will develop key skills and attributes sought by employers which can be used in a range of applications. Students will be aware of and understand the nature of biculturalism in Aotearoa New Zealand, and its relevance to their area of study and/or their degree. Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.For quality assurance purposes the School is required to hold on record a number of assessment pieces as examples of differing standards of work. If you have any objections to the school holding your assessment for this purpose then email the course coordinator to ensure your assignment is not used for this purpose.
This course will provide students with an opportunity to develop the Graduate Attributes specified below:
Critically competent in a core academic discipline of their award
Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.
Employable, innovative and enterprising
Students will develop key skills and attributes sought by employers that can be used in a range of applications.
Biculturally competent and confident
Students will be aware of and understand the nature of biculturalism in Aotearoa New Zealand, and its relevance to their area of study and/or their degree.
Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.
(1) MKTG100 orCOMS104; and (2) A further 45 points.
Students must attend one activity from each section.
All students are expected to attend all scheduled class sessions, actively engage with course content, actively participate in all course activities, and complete all required tasks by the due dates. The lectures are also recorded and will be available through Echo.NOTE: Lectures for MKTG204-21S2 are recorded using the ECHO360 lecture recording system.
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:Class Test (30%) – TBCThe class test will be an open book, essay-based test with more details to be confirmed in class.Group Assignment (30%) – October 3rd by 8:00pmStudents will experience, observe, and reflect on a consumption experience of their choice. The students will work in groups of 4 to 6 members. Students must sign up for a group on Learn between 3 August and 14 August, following procedures explained in class. You may use the assignment forum on Learn to find members for your group if needed. You cannot add yourself to a group on Learn without the group’s knowledge or OK (so please message group members via Learn asking if you can join).Groups can decide to submit either a shorter video (5 to 10 minutes long) and text-based supporting document (1000 words) or a longer video (15 min to 20 min long). In both cases, the submission has to: (1) describe the motivation for choosing the experience; (2) describe the chosen experience; (3) explain why the consumption experience occurs by drawing on any of the theories, models, or concepts that you have encountered in the course and/or in academic literature; and (4) present broader societal, managerial, and/or personal implications of the consumption experience. Requirements concerning the group assignment will be explained in-depth in the first lecture.The assignments have to be submitted on Learn by 5pm Monday 28 September. No late submissions will be accepted. When submitting, please make sure to submit your assignment as a group (one submission per group) and NOT individually.Please make sure to follow the Group Assignment Instructions and Guide that will be posted on Learn.Final Exam (40%) – Details to be announcedThe final exam will be an open book, essay-based exam with more details to be confirmed in class.
Quester, Pascale G. et al;
Consumer behaviour : implications for marketing strategy;
Make sure to check Learn regularly for announcements.
Coversheets - Group and Individual
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 PoliciesThe 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.Citations and referencing
Domestic fee $831.00
International fee $3,875.00
* 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 Entrepreneurship.