HK2011 Buyer Behaviour Tri 1 2017 2 HOLMES INSTITUTE FACULTY OF HIGHER EDUCATION HOLMES INSTITUTE FACULTY OF HIGHER EDUCATION UNDERGRADUATE PROGRAM SUBJECT OUTLINE HK2101 BUYING BEHAVIOUR TRIMESTER 1/ 2017 Holmes Institute is committed to providing the highest quality education in a dynamic, student-centred learning environment. Holmes Institute fosters in its students rational thought, intellectual integrity and social responsibility. www.holmes.edu.au HK2011 Buyer Behaviour Tri 1 2017 3 FACULTY OF HIGHER EDUCATION Holmes Institute Faculty of Higher Education offers business courses that combine discipline-based excellence with practical application. The faculty operates on campuses in Melbourne, Sydney, Brisbane and Hong Kong. The faculty offers a Bachelor of Business, a Bachelor of Professional Accounting, a Master of Professional Accounting, a Master of Business Administration and a Graduate Diploma in Business. Details about the members of the faculty can be found on the homepage of the Faculty of Higher Education at www.holmes.edu.au/undergraduate. HOLMES INSTITUTE UNDERGRADUATE PROGRAMS At Holmes Institute, the Bachelor of Business and Bachelor of Professional Accounting programs offer domestic and international students the opportunity to study a set of contemporary subjects in the field of business. These subjects prepare students for the challenges in business environments of the 21st century. These programs emphasize the global and cross-cultural dimensions of business. Teaching utilizes a combination of delivery methods and includes critical analysis and case study methods. A combination of exams, case studies and company analysis are used in assessment. The Bachelors’ programs of Holmes Institute focus on:  Developing career related capabilities  Emphasis on business numeracy and literacy  Managerial proficiency  The new economy  Leadership  Entrepreneurship  Social responsibility and ethics SUBJECT OVERVIEW & RATIONALE Welcome to HK2011 Buying Behaviour. Welcome to HK2011 Buyer Behaviour: In the pursuit of knowledge of how and why people behave in the marketplace, marketers have applied the theories and findings from many of the social sciences — psychology, sociology, economics and anthropology. The study of consumer behaviour is based on the need to integrate the social science disciplines into a practical approach to understanding how people’s needs are determined and influenced both by internal and external factors, such as perception, learning, family and culture. Consumer behaviour also looks at how needs are translated into purchase behaviours and how marketers can facilitate this process to serve consumers more effectively. The subject will be studied from both a marketing management and applied social sciences perspective with the aim of assisting you in using your knowledge of consumer behaviour to make better marketing decisions. HK2011 Buying Behaviour T1 2017 _____________________________________________________________________________________________________ _ SUBJECT OBJECTIVES & LEARNING OUTCOME Upon successful completion of this subject, you should be able to demonstrate the following: Knowledge Graduates will be able to explain the theoretical foundations and developments of performance management and understand the roles of managers and staff in the performance development process. Skills Graduates will be able to integrate the diverse theoretical and technical knowledge of performance management in critical analysis of problem situation and communicate the results in a clear and coherent manner to members of the management team. Application of Knowledge and skills Graduates will be able to apply the theoretical foundations and developments of performance management in managing employee performance based on the elements of an effective, integrated performance development system. Graduates will be able to demonstrate and apply research skills, showing initiative in consulting the performance management academic literature and integrating fresh ideas into the discourse in preparation for life long learning. Graduates will be able to exercise judgment in providing problem solutions and initiate, plan, implement and evaluate action within a broad framework of a defined responsibility. Graduates will be able to demonstrate the capacity to express ideas, concepts and arguments in a logical and coherent written form and in conformity with relevant standards of academic writing. SUBJECT ADMINISTRATION Awards Duration Core/Elective Subject weight BBus, BPA 1 semester Core BBus 3 credit points Mode of delivery On campus Prerequisites Nil Workload Students are expected to attend all classes Delivery 2 hrs of lectures and 1 hr tutorial or equivalent Independent study 5 hrs per week (review of lectures, reading text book, preparing assignments, reading journal articles) CONTACT DETAILS Subject Coordinator Dr. Anh Viet Le [email protected] Lecturer Sydney Campus Ivana Pavic [email protected] Lecturer Melbourne Campus Dr. Anh Viet Le [email protected] HK2011 Buyer Beahviour Tri1 2017 5 CONSULTATION TIMES* Please check with your lecturer Monday Tuesday Wednesday Thursday Friday Sydney Campus Melbourne Campus * *by appointment only STUDENT ASSESSMENT ASSESSMENT TYPE DUE DATE WEIGHT In – class test Week 5 20% Group assignment Week 10 (Friday at 11pm) 30% Final Exam Exam Week 50% ASSESSMENT POLICY To be eligible to pass this subject, students must complete all forms of assessment and demonstrate achievement of the learning outcomes. All assignments must be submitted electronically using a word processor, uploaded to Blackboard via SafeAssign. Submission deadlines are strictly enforced and late submission incurs penalties of 5 (five) % of the assessment value per calendar day unless an extension and/or special consideration has been granted by the Subject Coordinator prior to the assessment deadline. Unless an extension and/or special consideration has been granted by the Subject Coordinator prior to the assessment deadline, no assessments are accepted after 14 calendar days of the due date or the end of the trimester for assessments due later in a trimester. Students are requested to familiarize themselves with the Holmes Institute Assessment Policy located on the Blackboard Student Subject: HE-General Study Information (HGEN_HE) > General Information > Policies and Procedures > Holmes Institute Student Assessment Policy v1.pdf. STANDARD GRADING SYSTEM AND DISTRIBUTION GRADE LETTER RANGE High Distinction HD 80% and above Distinction D 70 – 79% Credit CR 60 – 69% Pass P 50 – 59% Fail NN 0-45% (did not meet the standard required according to the learning outcomes in the Subject Guide ) Faculty Pass* FP 46 – 49% (awarded by Board of Examiners) Supplementary Exam Granted (a temporary grade) NS Supplementary examination granted Deferred Exam (a temporary grade) ND Officially Deferred examination HK2011 Buyer Beahviour Tri1 2017 6 Fail NA Student did not submit any work according to the schedule in the Subject Guide Result Withheld RW Additional assessment and/or work required Result Withheld WH Outstanding fees or non-return of Holmes Institute materials * This grade is sometimes referred to as a conceded pass at other institutions Explanation of Letter Grade HD Outstanding work which exhibits sophisticated understanding and critical synthesis, analysis and evaluation of the subject matter. While the work utilizes opinions of others, judgements about the value of the subject matter are made and drawn together in an organized whole. Gaps in the subject matter might also be identified and the implications discussed. D Substantial work of high quality, which demonstrates a clear understanding of the subject matter, in which the relationship between the constituent elements are identified clearly and discussed with some level of critical analysis. The work also applies abstract ideas in concrete situations. CR Sound and competent work, which demonstrates a reasonable but not complete grasp of the subject matter. The work utilizes recall and paraphrases the work of others concerning the subject matter. Some basic level of critical analysis is evident. Originality in the work is rarely evident. P Work that demonstrates a satisfactory engagement with the subject matter such that the student is said to have a general understanding of the field. Provides an adequate basis for further study. NN Did not meet the learning objective of the subject VIEWING STUDENT GRADES Results including the final grade can be viewed via the Grade Centre on Blackboard. Results for all assessments are published within two weeks of the due date of the assessment and the final examination. Students who wish to appeal their mark for a specific assessment are advised to follow the procedures outlined at www.holmes.edu.au /undergraduate/appeals. PLAGIARISM AND ACADEMIC MISCONDUCT Holmes Institute view any forms of academic misconduct as most serious offences. Academic misconduct in any form during an examination is not tolerated and will be dealt with according to the policies and procedures set out in the Holmes Institute Student Handbook (located on Blackboard in the Student General information Subject: HE-General Study Information (HGEN_HE) > General Information > Student Handbook 2010 v.3.pdf). Plagiarism occurs when one uses another person’s ideas or manner of expressing them and passes them off as one’s own work by failing to give appropriate acknowledgement (that is, referencing the source). Any instances of plagiarism will be dealt with promptly). It is important that student reference their work appropriately. The Faculty of Higher Education at Holmes Institute uses the Harvard style of referencing. A detailed guide to referencing can be found in the Student Handbook. It expected that you will be familiar with the Harvard style of referencing. USE OF BLACKBOARD HK2011 Buyer Beahviour Tri1 2017 7 Holmes Institute uses Blackboard as its online teaching platform and all students enrolled have access to Blackboard to view and download their lecture material, grades, important announcements on their subjects and discussion rooms for selected subjects. Please note that it is the student’s responsibility to check Blackboard on a regular basis. It is expected that students will have viewed lecture materials and additional readings before class. All students are advised to familiarize themselves with the use of Blackboard. Guides to Blackboard are available in the Resource Centre on each campus. Should you have difficulties accessing and/or using Blackboard, please contact your lecturer or the Holmes Institute Blackboard Helpdesk on: [email protected]. USE OF RESOURCE CENTRE AND PROQUEST For most subjects, students are expected to engage in additional research. Textbooks and teaching materials available in the Resource Centre will be of use here. In addition, current students have access to a range of electronic academic journals via Proquest, which is accessible once you log into Blackboard. Should you require any assistance with the use of Proquest and/or online research, please contact your lecturer and/or the Resource Centre staff on your campus. STUDY SKILLS & ACADEMIC SUPPORT Students who have difficulties with their studies and/or specific forms of assessment should visit online Study Skills on www.holmes.edu.au/undergraduate/studyskills. Holmes Institute also offers regular Academic Support, which is free for any student enrolled. See details on http://www.holmes.edu.au/undergraduate/Information. DETAILED INFORMATION ON SUBJECT ASSESSMENTS Assessment 1: In-class test Weight: 20% of total marks Test will cover topics from Week 1 to Week 4 The class test will be help during the tutorial of Week 5 Assessment 2: Group assignment Weight: 30% of total marks Due: 11pm, Friday Week 10 Length: 2500 words, +/- 10% This length limit includes any text, figures, tables, in-text references, and appendices. This limit does not include the cover page, table of contents, or list of references (at the end of assignment). Formatting: Report and please ensure that the report includes page numbers on each page. Submission: Lecturer will create a group folder on Blackboard. On due date, one group member submits group report to Blackboard with FULL safe assign report. HK2011 Buyer Beahviour Tri1 2017 8 For this assignment you need to undertake research with current Holmes students and analyse their decision processes in choosing Holmes as an institution of study in Australia (sample size: 30-50 participants). You should consider the following factors in each section of your report: Part 1  Describe the demographic and psychographic characteristics of the sample students  Analyse the consumer decision processes involved with choosing Holmes over other providers. (How did they arrive at the decision to study at Holmes and factors that have impacted on their choice?)  Analyse how student motivation, personality and emotion affect their purchasing decision? Part 2  Based on your findings, what recommendations can you make to education providers in their effort to recruit international students? The group report of 2-3 members requires you to report on the specific findings that you were responsible for in your team. Each group member is responsible for a distinct section of the report, which should be indicated in the submission. You need to work together and discuss each other's ideas. The key premise to this assignment is to analyse your practical findings. The report should provide a short review of Consumer Behaviour literature relevant to each topic and an explanation of how the competing/complementary Consumer Behaviour theories may be applied to report. Students are expected to demonstrate research beyond the text book and source relevant academic journals. Additional Notes: It is expected that you explore the topic, consult resources beyond lecture notes and the course text. For an academic work, you are required to primarily use models and theories, found in the textbooks, journal articles, and found through your own research to support your argument/analysis – this should be supported by explanation to show your understanding and application of the concepts. At least four relevant non-textbook references are required to satisfy the research component. Don't forget to reference all information sources (marks will be lost otherwise)! The assignment must be in a Microsoft Word document and fully referenced using the Harvard referencing style. SUBJECT RESOURCES Prescribed Textbook (compulsory) Prescribed Textbook: Leon Schiffman and Leslie Kanuk (2014) Consumer Behavior, Global Edition, 11/E. Person Australia Additional Textbook References Quester, P. (2011) Consumer Behaviour: Implications for Marketing Strategy, 6/e Enhanced McGraw- Hill. HK2011 Buyer Beahviour Tri1 2017 9 LECTURE SCHEDULE/SYLLABUS Session Topic Tutorial Assessment due 1 Technology – Driven consumer behaviour Segmentation, targeting and positioning 2 Consumer motivation and personality Tutorial 1 3 Consumer perception and consumer learning Tutorial 2 4 Consumer perception and consumer learning (continue) Tutorial 3 5 Consumer attitude formation and change Persuading consumers Tutorial 4 In class test 6 From print and broadcast advertising to social and mobile media Tutorial 5 7 Reference groups and word of mouth The family and its social standing Tutorial 6 8 Culture’s influence on consumer behaviour Subcultures and consumer behaviour Tutorial 7 9 Cross –Cultural Consumer Behavior Tutorial 8 10 Consumer decision making and diffusion of innovations Tutorial 9 Group assignment 11 Marketing ethics and social responsibility Tutorial 10 12 Consumer research Revision * Note: Students must consult the Academic Calendar and Blackboard for the dates of the Study and Examination Week. STUDENT ASSISTANCE Studying in higher education presents many experiences and challenges. These might involve academic, personal and/or professional issues. At Holmes Institute, we have a range of people who can help you with various challenges. The following table identifies contact points should you require any support. SUPPORT REQUIRED WHO TO CONTACT Information for Current Students Holmes Institute Student Handbook: Academic Probation / Mentoring Academic Mentors, Associate Dean Accommodation Holmes Institute Home Stay Computers, Blackboard, Email IT Help Desk Disability Needs Holmes Institute Campus Directors Employment and Careers Career Development Team Enrolment Higher Education Coordinator Exams Higher Education Coordinator Financial Issues Holmes Institute Campus Directors HK2011 Buyer Beahviour Tri1 2017 10 Personal Issues National Higher Education Program Manager, Mentoring Team Proquest Database Librarian on each Campus Study Skills Holmes Institute Academic Support & Study Skills Team Visa Issues, COEs etc. Higher Education Coordinator This subject outline was prepared by the Course Development Team for the Undergraduate Programs, Faculty of Higher Education, Holmes Institute. It was correct at the time of publication. Change to the Subject Outline may occur at any time. However, the Faculty of Higher Education endeavours to inform the students accordingly. This publication is copyright. Apart from any fair dealing for the purpose of private study, research, criticism, or review as permitted under the Copyright Act, no part may be reproduced by any process or placed in computer memory without written permission. Enquires should be made to Holmes Institute Faculty of Higher Education. © Copyright 2010. HK2011 Buyer Beahviour Tri1 2017 11