Page 1 of 9 FACULTY OF LAW AND BUSINESS Peter Faber Business School Brisbane, Melbourne; North Sydney Semester 1, 2017 MKTG201: Buyer Behaviour UNIT OUTLINE Credit points: 10 Prerequisites/co-requisites/incompatibilities: Nil It is your responsibility as a student to ensure that you have the prerequisites or co-requisites for a particular unit. You may not enroll in this unit if you have previously passed, or are currently enrolled in, any unit identified as incompatible with this unit. If you do not meet these requirements, then you must see your Course Coordinator. National Lecturer in Charge Teaching Team: All queries should initially be directed to your campus lecturer listed below. The campus lecturer will consult with the National Lecturer in Charge if necessary. Name: Campus: Dr Thomas Kobinah Melbourne Office location: 28, Level 7, 250 Victoria Parade, East Melbourne Email: [email protected] Telephone: (03) 9953 3166 Contact: via email and I’ll respond within 48 hours Campus: Name: Brisbane Ms Elizabeth Fisher Office location: Level TC Sessional Room, JP Building, Brisbane Campus Email: [email protected] Telephone: (07) 3623 7362 Contact: via email and I will respond within 48 hours Campus: Name: North Sydney Dr Samrand Toufani Office location: Tenison Woods 10.19 Email: [email protected] Telephone: 0406 955 939 Contact: via email and I will respond within 48 hoursPage 2 of 9 Description This unit introduces the fundamental theories and models drawn from various disciplines such as psychology, economics, sociology and anthropology which enable students to develop a sound understanding of consumers, their needs, and behaviours. It provides a detailed examination of the major internal and external influences involved in the consumer decision making process, including how a consumer selects, purchases, uses and disposes of products. Mode/attendance pattern: 12 Lectures and 12 Tutorials face-to-face mode Not every request to change tutorials can be accommodated due to various OHSE, university and room size limitations. As a full-time student you are required to be available to attend classes that commence anytime from 8am – 8pm Monday to Friday. Students who have medical or personal reasons requiring allocation into certain tutorials are given priority over changes requested due to work commitments. We suggest you continue to attempt to allocate yourself into your preferred tutorial. If you have not been able to allocate yourself into a tutorial by Thursday of the week before semester starts, please resend the request. Duration: 12 week-semester or equivalent in intensive block mode You should anticipate undertaking 150 hours of study for this unit, including class attendance, readings and assignment preparation. LEARNING OUTCOMES On successful completion of this unit, you should be able to: 1. demonstrate an understanding of the major determinants of consumer behaviour (GA 5, 8, 10) 2. analyse and discuss models of consumer behaviour from need recognition to disposal of products (GA 2, 5, 8, 9, 10); 3. demonstrate an understanding of, and be able to explain, the role of individual and group influences on consumer behaviour (GA 2, 5, 8, 9, 10); 4. apply the theoretical models and concepts to consumer behaviour problems, and develop solutions to such problems (GA 5, 8, 9); 5. recommend effective marketing strategies for selected consumer groups based on consumer behaviour models and theories (GA2, 5, 8, 9). GRADUATE ATTRIBUTES Each unit in your course contributes in some way to the development of the ACU Graduate Attributes which you should demonstrate by the time you complete your course. You can view the ACU Graduate Attributes for all courses at http://www.acu.edu.au/204356. All Australian universities have their expected Graduate Attributes – ACU’s Graduate Attributes have a greater emphasis on ethical behaviour and community responsibility than those of many other universities. All of your units will enable you to develop some attributes. On successful completion of this unit, you should have developed your ability to: GA2 recognise your responsibility to the common good, the environment and society GA5 demonstrate values, knowledge, skills and attitudes appropriate to the discipline and/or profession GA9 demonstrate effective communication in oral and written English language and visual media GA10 utilise information and communication and other relevant technologies effectivelyPage 3 of 9 CONTENT Topics will include:  Overview of consumer behaviour  Consumer research and behaviour  Consumer personality and self-concept: needs, motivation, personality, self-concept  Internal influences on consumer behaviour such as perception, learning and attitudes.  External influences on consumer behaviour: society, culture  External influences on consumer behaviour: family, friends, sub-cultures, role models  Consumer decision making models  Organisational buying behaviour  Communication and persuasion  Consumers in their social and cultural settings  Consumer behaviour and society: Public policy and consumer protection  The ethics of marketing to vulnerable consumers and manipulative behaviour QUALITY ASSURANCE AND STUDENT FEEDBACK This unit has been evaluated through the ‘Student Evaluation of Learning and Teaching’ (SELT) online surveys. This unit has been reviewed as part of the changes to the Faculty business core which has changed some of the emphasis on topics to include more on how economics impacts on marketing, the impact of marketing on the environment and stewardship of resources, and how marketing can contribute to the common good. Feedback from students has been incorporated by changing the structure of the essay. SELT surveys are usually conducted at the end of the teaching period. Your practical and constructive feedback is valuable to improve the quality of the unit. Please ensure you complete the SELT survey for the unit. You can also provide feedback at other times to the unit lecturers, course coordinators and/or through student representatives. SCHEDULE The schedule below lists the topics and when they will be discussed in class. It is important that you read the appropriate material and prepare the tutorial work before you attend the relevant class. Lecturers will assume that you are prepared and will not cover everything in the readings during the lecture but these may all be assessable. Study schedule For the most up-to-date information, please check your LEO unit and also note advice from your lecturing and tutoring staff for changes to this schedule. Week Starting Lecture Topic Readings Tutorials/Readings 1 27/02/2017 The Foundations of Consumer Behaviour Chapter 1 Discussions and cases 2 06/03/2017 The Consumer as an Individual Consumer Needs and Motivation Chapter 3 Discussions and cases 3 13/03/2017 Consumer Personality and Self-concept Discussions and casesPage 4 of 9 4 20/03/2017 Consumer Perception Chapter 4 Submission of Case Study Analysis 5 27/03/2017 Consumer Learning and Involvement Chapter 6 Discussions and cases 6 03/04/2017 Consumer Attitudes Chapter 7 Discussions and cases 7 10/04/2017 Consumers in their Social Settings Social Influences on Consumer Behaviour Chapters 7 & 8 Discussions and cases 17/04/2017 UA Vacation Week 8 24/04/2017 The Family and Social Class Chapters 9 & 10 Discussions and cases 9 01/05/2017 The Influence on Culture/Subculture 11 & 12 Discussions and cases 10 08/05/2017 The Decision Making Process Decision-Making and Diffusion of Innovation Chapter 14 & 15 Submission of Report 11 15/05/2017 Consumer Behaviour and Society: Public Policy and Consumer Protection Chapter 16 Discussion and cases 12 22/05/2017 Review of semester materials Exam preparation ASSESSMENT In order to pass this unit, you are required to: to complete and submit all assessment tasks and achieve at least 50% of the total assessment marks for the semester. The assessment tasks for this unit are designed for you to demonstrate your achievement of each learning outcome. Compulsory attendance is not applicable to FLB units. Assessment tasks Due date Weighting (%) Learning Outcomes assessed Graduate Attributes assessed Case Study Analysis Report Week 4 30 1, 2, 3 GA 2, 5, 8 Consumer Behaviour Essay Week 10 30 4, 5 GA 2, 5, 8, 9 Final Exam Exam Period 40 1-5 GA 2, 5, 8, 9,10 Assessment task 1: Report Students will be assigned a consumer behaviour case to be analysed. In their analysis, they will be expected to demonstrate their understanding and application of some key consumer behaviour concepts and theories and present their findings in a written report. Note: This is an individual assignment. Due date: Week 4 (Lecture Day) at 11:59PM on LeoPage 5 of 9 Assessment task 2: Essay Students will be required to write an essay on a topical issue in consumer behaviour. They will be expected to draw on the concepts and theories they have learnt in the lectures, tutorials, as well as their own readings from at least two marketing journal articles. Note: This is a group assignment and must be done in groups of 4 students. Due date: Week 10 (Lecture Day) at 11:59PM on LEO Weighting: 30% Length and/or format: 2000 words, font 12 and line spacing 1.5 Purpose: To assist students to understand the influence of consumer behaviour from both consumers’, marketers’ and societal perspectives. Learning outcomes assessed: 4 & 5 (This will take into account the CST of the Common Good) How to submit: Assignments will be submitted via Turnitin on LEO Return of assignment: Assignments will be returned via Turnitin after two weeks of submission with feedback and scores. Assessment criteria: Assignments will be assessed based on the rubric at the end of this unit outline. Assessment task 3 Students will write a closed-book final exam, based on materials taught throughout the semester. Due date: As scheduled during the university-wide examination period Weighting: 40% Length and/or format: 2 hour exam, format to be announced by Campus Lecturer prior to the exam week. Purpose: To assess students’ understanding of consumer behavior theories and concepts covered in the unit. Learning outcomes assessed: 1-5 How to submit: On examination booklet in the exam hall Return of assignment: Final examination booklets should be handed back to invigilators Weighting: 30% Length and/or format: 1000 words, font 12 and 1.5 line spacing Purpose: To learn to critically examine a consumer behaviour case by using theories and concepts developed in this unit to address the key issues. Learning outcomes assessed: 1, 2, 3, How to submit: Assignments will be submitted via Turnitin on LEO Return of assignment: Assignments will be returned via Turnitin after two weeks of submission with feedback and scores. Assessment criteria: Assignments will be assessed based on the rubric at the end of this unit outline.Page 6 of 9 Assessment criteria: Each question will be assessed based on the Campus’ Lecturer’s marking criteria.Page 7 of 9 REFERENCING PFBS: This Unit requires you to use the Harvard referencing system. See the Academic Skills Unit for assistance with this: https://students.acu.edu.au/806410. ACU POLICIES AND REGULATIONS It is your responsibility to read and familiarise yourself with ACU policies and regulations, including regulations on examinations; review and appeals; acceptable use of IT facilities; and conduct and responsibilities. These are in the ACU Handbook, which is available in the Library or on the ACU website at http://www.acu.edu.au/142401. For services and support in relation to ACU policies see: http://students.acu.edu.au/241467. Assessment Policy and Procedures You must read the Assessment Policy and Assessment Procedures in the University Handbook. In particular, the rules on deadlines: penalties for late submission; extensions; and special consideration https://handbook.acu.edu.au/949064. For queries on Assessment Policy, see your Lecturer in Charge. Word limits Word limits will be enforced with penalties. The marking penalty for exceeding the word limit will be calculated as follows: 5% of the total available marks for the piece of work will be deducted from the student’s mark for each 10% or part thereof by which the number of words in the student’s piece of work exceeds the relevant word limit. Late submission Unless an extension is granted, essays/assignments submitted after the due date will incur a 5% per calendar day penalty based on the maximum marks available for that assessment task. This penalty will run up to a maximum of 15%. Assessment tasks received more than three calendar days after the due or extended date will not be allocated a mark. Note: The 5% penalty will be incurred for each whole or part of a calendar day that the work is overdue. Extensions For extension of time for assessments, please see: https://students.acu.edu.au/154914. Timely submission is critical. Academic integrity You have the responsibility to submit only work which is your own, or which properly acknowledges the thoughts, ideas, findings and/or work of others. The Framework for Academic Integrity and the Academic Honesty Policy are available at https://students.acu.edu.au/806310. Please read them, and note in particular that plagiarism, collusion and recycling of assignments are not acceptable. Penalties for academic dishonesty can vary in severity, and can include being excluded from the course. Turnitin The ‘Turnitin’ application (a text-matching tool) will be used in this unit, in order to enable:  students to improve their academic writing by identifying possible areas of poor citation and referencing in their written work; and  teaching staff to identify areas of possible plagiarism in students’ written work. While Turnitin can help in identifying problems with plagiarism, avoiding plagiarism is more important. Information on avoiding plagiarism is available from the LEO Academic Skills Unit:Page 8 of 9 https://leo.acu.edu.au/course/view.php?id=12421. For any assignment that has been created to allow submission through Turnitin (check the Assignment submission details for each assessment task), you should submit your draft well in advance of the due date (ideally, several days before) to ensure that you have time to work on any issues identified by Turnitin. On the assignment due date, lecturers will have access to your final submission, and the Turnitin Originality Report. STUDENT SUPPORT If you are experiencing difficulties with learning, life issues or pastoral/spiritual concerns, or have a disability/medical condition which may impact on your studies, you are advised to notify your Lecturer in Charge, Course Coordinator and/or one of the services listed below as soon as possible. For all aspects of support please contact the Student Services and Support https://students.acu.edu.au/801831 which can assist you with the following:  Academic Skills offers a variety of services, including workshops (on topics such as assignment writing, time management, reading strategies, referencing), drop-in sessions, group appointments and individual consultations. It has a 24-hour online booking system for individual or group consultations.  Campus Ministry offers pastoral care, spiritual leadership and opportunities for you to be involved with community projects.  The Counselling Service is a free, voluntary, confidential and non-judgmental service open to all students and staffed by qualified social workers or registered psychologists.  Disability Services can assist you if you need educational adjustments because of a disability or chronic medical condition; please contact them as early as possible.  Indigenous student communities and support on each campus provide information and support for students.  The Student Advocacy Service is an information, advice and referral service.  Peer Assisted Study Sessions (PASS) can improve your marks and increase your academic success.  IT information and resources assist you with your IT needs at ACU.  AskACU is a first point of contact for all enquiries for your proposed or current studies.  Careers and Opportunities services can assist you with finding employment, preparing a resume and employment application and preparing for interviews. ONLINE RESOURCES AND TECHNOLOGY REQUIREMENTS The LEO page for this unit contains further readings/ discussion forums. Brisbane: https://leo.acu.edu.au/course/view.php?id=21586 Melbourne: https://leo.acu.edu.au/course/view.php?id=21587 North Sydney: https://leo.acu.edu.au/course/view.php?id=21587 In addition, for this unit you will be required to use the following technologies: This unit contains audio-visual materials such as, Adobe Presenter Express and Echo360 that might require a headphone in order to access them. TEXTS AND REFERENCES: Required text(s) Schiffman L, O’Cass A, Paladino A, Carlson J, 2014, Consumer Behaviour, 6th Edition, Pearson Education, AustraliaPage 9 of 9 Recommended references Solomon, M R, 2015, Consumer Behaviour: Buying, Having and Being, 11th edn, Pearson Hoyer, W D, MacInnis, D J & Pieters, R, 2017, Consumer Behavior, 7th edn, Cengage Learning, United States. Kardes, F, Cronley, M, & Kline, T, 2015, Consumer Behavior, 2nd edition, Cengage Learing, United States. Quester P, Pettigrew, S, Rao Hill, S, Kopanidis, F & Hawkins, D, 2014, Consumer behaviour: implications for marketing strategy, 7th edn, McGraw Hill, Sydney. Schiffman, L, O’Cass A, Paladino A, D’Alessandro, S & Carlson, J, 2014, Consumer Behaviour 6th edn, Pearson Education Australia, Sydney. Extended reading Trendwatching -TrendWatching | Consumer trends and insights from around the world Journal of Consumer Behaviour Psychology & Marketing Journal of Consumer AffairsAPPENDIX Rubric – Assessment Task 1: Reflecting as a Consumer (30%) ILOs Criteria Standards Below Expectations Meets Expectations Exceeds Expectations Level 1 (e.g. F) Level 2 (e.g. P) Level 3 (e.g. C) Level 4 (e.g. D) Level 5 (e.g. HD) LO 1 Executive Summary Problem Identification and Analysis Summarises most of the issues Does not identify the core issues in the case, and shows little or no analytical work done. Summarises the key issues Identifies most of the key problems and provides relevant concepts and theories to support position. A good summary of the salient issues Clearly identifies the core issues and provides good analytical work to support issues raised. A good summary of the salient issues Clearly identifies the core issues through a critical analysis of the issues with supporting evidence. A very good summary of the salient issues Very clearly identifies the core issues through a critical analysis, clearing any doubts with strong supporting evidence. LO 2 Generation and Evaluation of Alternative Solutions Simply states alternatives but does not explain the basis. Provides some evidence why all three alternatives can have some impact on resolving the core issues. Provides some good evidence why all three alternatives are reasonable solutions to the problem identified. Provides clear evidence why all three alternative are reasonable solutions to the problem identified. Provides very clear evidence why all three alternatives have strong impact on resolving the issues by applying relevant concepts and theories. Recommendations Implementation Does not properly explain why chosen option has a better potential to resolve the CB problem Provides no clear implementation strategy Provides evidence and logical explanation to support the chosen option. Provides some form of implementation strategy Provides some good evidence and logical explanations to support the chosen option Provides a fairly good implementation strategy that is practicable and easy to implement Provides clear evidence and logical explanations to support the chosen option Provides a very good implementation strategy that is practicable and easy to implement Provides very clear evidence in a succinct manner, and provides logical explanation to support the chosen option, buttressing it with CB theories Provides an excellent implementation strategy that is practicable, innovative, easy to implement and takes the salient issues into account.Presentation References Not professionally presented, with spelling and grammatical errors No or incorrect referencing Professionally presented with correct spelling and grammar Correct referencing Professionally presented and easy to read, devoid of spelling and grammatical errors Correct referencing and done at appropriate sections Professionally presented and very easy to read, devoid of spelling and grammatical errors Clear and correct referencing, done at appropriate sections Excellent presentation with little or no spelling and grammatical errors. Heading and subheadings nicely laid out. Very clear and correct referencing, and done at the appropriate sectionsRubric – Assessment Task 2: Marketing Analysis Report (30%) ILOs Criteria Standards Below Expectations Meets Expectations Exceeds Expectations Level 1 (e.g. F) Level 2 (e.g. P) Level 3 (e.g. C) Level 4 (e.g. D) Level 5 (e.g. HD) LO 3 Introduction Discussions Little or no proper explanation of the purpose of the paper. The main idea is not clear. Random collection of information Explains the purpose of the paper Main idea is clear but supporting information is too general Clearly explains the purpose of the paper Main idea is clear but there is need for more supporting information A very good explanation of the purpose of the paper & its practical benefits There is very clear and focused discussion. Main idea stands out and is supported by relevant information An excellent explanation of the purpose of the paper & its practical benefits Distinctively clear focus of discussion. Clearly outlining the core ideas, supported by relevant information and shows creativity LO 4 Position Taken Provides little or no information to support position. Arguments are unclear or not related to topic Provides supporting information on position but not adequate or effective Provides supporting information on position and are relevant to the issues at stake Clearly provides relevant information and arguments that strongly support the position taken. Clearly provides relevant information and arguments that go beyond the obvious. Analytical, and creativity in thoughts LO 5 Conclusions There is no clear conclusion Provides conclusion but does not fully address the key questions Provides a clear conclusion that addresses the key questions raised. Provides a very clear conclusion that recaps the main issues and effectively addresses the key questions raised Provides an excellent conclusion that recaps the main issues and effectively addresses the key questions raised, with a summary of the solution. References & Level of English Too many grammatical & structural errors. No or incorrect referencing Few grammatical, spelling and structural errors, but correct referencing One or two grammatical, spelling or structural errors but correct referencing No grammatical, spelling and structural errors. Evidence of good writing skills. Correct referencing. No grammatical, spelling and structural errors. Evidence of excellent writing skills. Correct referencing at relevant sections.