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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.WorkloadThe estimated workload breakdown for MKTG204 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.Graduate Attributes | Āhuatanga Tāura This course will provide students with an opportunity to develop the Graduate Attributes specified below: Critically competent in a core academic discipline of their awardEmployable, innovative and enterprisingBiculturally competent and confidentGlobally awareBCom Learning ObjectivesStudents 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.
Please note that the timetable has not been finalised.
Scheduled days and times will be confirmed, following review, on 5th November.
Students must attend one activity from each section.
Attendance | Te Tae-ā-tinanaAll 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.
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.
Domestic fee $845.00
International fee $3,975.00
* 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