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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.
WorkloadThe estimated workload breakdown for MKTG204S2 is: Lectures 22Individual Assignment 35Final Exam 3Group Assignment 35Exam Preparation 35Lecture Preparation 20Total 150 hours
The objectives of the course are:To gain an understanding of how consumers make decisions.To explain the impact of individual influences (motivation, perception, learning, attitudes, lifestyles) on consumer behaviour and decisions.To explain the impact of group, social, and cultural influences on consumer behaviour and decisions.To reflect on consumer behaviour theories and its implications on product, promotion, pricing, and distribution strategies.To critically evaluate a consumption situation and apply solutions and recommendations for improvementBCom 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 or COMS104; and (2) A further 45 points.
Students must attend one activity from each section.
Lectures for MKTG204-23S2 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:Individual Assignment (30%)You will need to choose an advertisement / marketing communication (i.e., Tiktok ad, Instagram ad) from any source (i.e., online, newspaper, magazine, billboard) and critically evaluate it using appropriate consumer behaviour theory. Please make sure to follow the Individual Assignment Instructions and Guide that will be posted on Learn.Group Assignment (30%) Students will experience, observe, and reflect on a consumption experience of their choice. The students will work in groups of 4 to 6 members. 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.The ‘45% rule’ does not apply to this course. That is, student does not need to reach 45% weighted average across invigilated assessments. Please refer to https://learn.canterbury.ac.nz/course/view.php?id=7744 for further information. Assessment In Te Reo MāoriIn recognising that Te Reo Māori is an official language of New Zealand, the University provides for students who may wish to use the Te Reo Māori in their assessment. If you intend to submit your work in Te Reo Māori you are required to do the following: Read the Assessment in Te Reo Māori Policy and ensure that you meet the conditions set out in the policy. This includes, but is not limited to, informing the Course Coordinator 1) no later than 10 working days after the commencement of the course that you wish to use Te Reo Māori and 2) at least 15 working days before each assessment due date that you wish to use Te Reo Māori.
Solomon, Michael R. , Russell-Bennett, Rebekah, Previte, Josephine;
Consumer behaviour : buying, having, being
4th edition, [Australian edition];
Pearson Australia, 2019.
Note: this is the Australasian edition.Note: Please make sure if you are using the library’s e-book that you close the textbook on your browser once you are done, otherwise other students cannot access the book.You can purchase the book as a softcopy (RRP$136.48), the e-book ($71.99) or the e-book (180 days loan) $50Softcopy can be purchased from the UC BookshopE-book: https://www.pearson.com/store/p/consumer-behaviour-buying-having-being-ebook/GPROG_A103000205613_learnernz-availability/9781488615757 E-book 180 day loan: https://www.pearson.com/store/p/consumer-behaviour-buying-having-being-ebook---180-day-rental/GPROG_A103000216477_learnernz-availability/9781488664960The library also has softcopy textbooks on loan as well as an online e-book (limited to 9 students viewing at any one time).
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 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.Citations and referencing
Domestic fee $868.00
International fee $4,075.00
* 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