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School of Management, Marketing and International Business Room 1088, LF Crisp Building The Australian National University ACT 0200 School Office 02 6125 6737 02 6125 9839 College Reception International: +61 2 6125 3807 Within Australia: 1300 732 120 (local call cost only)

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School Office 02 6125 9982 College Reception International: +61 2 6125 0744 Within Australia: 02 6125 0744

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enquiries.mmib@anu.edu.au Room 1088 Level 1 LF Crisp Building refer to the ANU Campus Map (map GH32, reference G3)

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Course Outline
MKTG2031 Consumer Behaviour Semester 1, 2012
STUDENTS: Course details change from semester to semester. Please check that you are reading the Course Outline for the correct semester. Course Description An understanding of the needs and behaviours of consumers is an intrinsic component of the development and implementation of successful marketing actions. Specific topics address the consumer decision process; situational and perceptual influences in consumer evaluation of marketing messages, products and services; motivation, learning and memory, personality, attitude and attitude change in marketing contexts; the influence of consumer demographics; and contextual influences on consumer behaviour, including that of the online consumer.

Contacts
Role Office address Email Telephone Consultation Times Tuesday: 12-1 Thursday: 1-3

Course Convenor and Lecturer (Course Authority) Student Administrators

Ranka Videnovic Ruth Southwell

Room 2.23 CBE Building

Toni.Eagar@anu.edu.au

6125 8579

Room 1088 LF Crisp Bldg, 26

Enquiries.MMIB@anu.edu.au

(02) 6125 9839 (02) 6125 6737

The MMIB office is open from 9am 5pm, Monday Friday, (excepting very occasional closures for meetings).

This Course Outline was prepared on 18/01/12 for use in Semester 1, 2012. It was revised on 16/02/12.

Communication
Email If necessary, students will be contacted on their official ANU student email address. Information about your enrolment and fees from the Registrar and Student Services' office will also be sent to this email address. Announcements Students are expected to check the Wattle site for announcements about this course, e.g. changes to timetables or notifications of cancellations. Notifications of emergency cancellations of lectures or tutorials will be posted on the door of the relevant room. Course URLs More information about this course may be found on: Study @ ANU, the College of Business and Economics website, and Wattle, the University's online learning environment. Log on to Wattle using your student number and your ISIS password.

Course Information
Learning Outcomes Upon successful completion of the requirements for this course, students will be able to: Understand the three major influences on customer choice: o o o the process of human decision making in a marketing context; the individual customers make up; the environment in which the customer is embedded;

Apply this understanding to marketing strategies of the supplier; Develop the cognitive skills to enable the application of the above knowledge to marketing decision making and activities

Workload Students taking this course are expected to commit at least 10 hours a week to completing the work.
This will include: Lectures: 1 x 2 hours per week Tutorials: 1 x 1 hour per week private study: 3 hours per week group work: 3 hours per week Wattle : 1 hour per week

Attendance Requirements
There are no marks allocated to participation in this subject. It is expected that students will attend 80% of tutorials throughout semester. Failure to meet this attendance requirement may result in a 10% penalty to students final grade. If students encounter problems that affect their attendance you should contact your tutor and course coordinator informing them of the problem and to develop strategies to help.

Tutorial Registration Enrolment in tutorials will be completed online using the Electronic Teaching Assistant (ETA). Tutorial enrolment will open 10 minutes after the first lecture. To enrol, follow these instructions: 1. Go to http://eta.fec.anu.edu.au. 2. You will see the Student Login page. To log into the system, enter your University ID (your student number) and password (your ISIS password) in the appropriate fields and hit the Login button. 3. Read any news items or announcements. 4. Select "Sign Up!" from the left-hand navigation bar. 5. Select your courses from the list. To select multiple courses, hold down the control key. On PCs, this is the Ctrl key; on Macs, it is the key. Hold this key down while selecting courses with the mouse. Once courses are selected, hit the SUBMIT button. 6. A confirmation of class enrolments will be displayed. In addition, an email confirmation of class enrolments will be sent to your student account. 7. For security purposes, please ensure that you click the LOGOUT link on the confirmation page, or close the browser window when you have finished your selections. 8. If you experience any difficulties, please contact the School Office (see page 1 for contact details).

Study Schedule
Week beginning 20 Feb 27 Feb Lecture Topic Introduction and Situational Influences DMP Problem Recognition and Information Search
1

Tutorial Activity

Reading Ch 1,2

Assessment review Group formation

Ch 3,4

5 Mar 12 Mar

DMP Evaluating and selecting alternative / Outlet selection and purchase DMP Post-purchase process

Tutorial Activity Topic Video Presentation Tutorial Activity

Ch 5,6 Ch 7

19 Mar

II Perception

Topic Video Presentation Tutorial Activity

Ch 8

26 Mar

II Learning and Memory

Topic Video Presentation Tutorial Activity

Ch 9

2 Apr

II Motivation, Personality and Emotion

Topic Video Presentation Tutorial Activity

Ch 10

23 Apr

II Attitude and attitude change (electronic lecture)

Topic Video Presentation Tutorial Activity

Ch 11

30 Apr

EI Australasian society: demographics and lifestyles / Social stratification

Topic Video Presentation Tutorial Activity

Ch 12,15

1 2

DMP: Decision Making Process II: Internal Influence 3 EI: External Influence

7 May

EI Household structures and consumption behaviour

Topic Video Presentation Tutorial Activity

Ch 13

14 May

EI Group influence and communication

Topic Video Presentation Tutorial Activity

Ch 14

21 May

EI Culture and Cross-cultural influences

Topic Video Presentation Tutorial Activity

Ch 16

28 May

Consumers and society / Exam review

Exam preparation

Ch 18

Assessment
Proposed Assessment Schedule - Overview Details about assessment may change during the first two weeks of semester. Please ensure that you check with your lecturer or tutor about any changes. Changes to the assessment schedule will be posted to the Wattle site.
Assessment item Description and detail of assignment In groups of 2-3 people will select a topic and find a video that demonstrates it in marketing practice or consumer behaviour. Each group will present once during semester. With a written submission to be submitted 1 week after presentation. Tutorial Activities Each student will need to prepare a 1 page answer to a designated question / activity. In tutorials a peer review process will be conducted. A final submission of a minimum of 8 tutorial submissions + a revised version of 1 submission + a detailed account of how you have addressed the feedback provided to improve your response. 3 hour written exam + 15 minute reading time Specific requirements 1 x 20 minute presentations (including video) + 5 page written submission (excluding references). Due Date Weighting (%) 30

Topic Videos

In tutorials throughout semester. Written needs to be submitted to tutor at the start of class 1 week after presenting.

In tutorials and final submission. 4 pm Friday, th 18 May (week 11)

30

Examination

Formal examination of all course material.

Formal exam period

40

All assessment is compulsory and must be completed to pass this course. You must receive an overall pass grade for the individual assessment items to pass this course. Learning Outcomes-Assessment How well have you achieved the learning outcomes for this course? Your lecturer makes this judgement based on your assignments and examination papers. This table illustrates how each assessment item provides evidence about your achievements against each learning outcome.
Course Learning Outcomes Upon successful completion of the requirements for this course, students will be able to: Topic Videos Tutorial Activities Exam

The three major influences on customer choice Marketing strategies of the supplier; The cognitive skills to enable the application of the above knowledge to marketing decision making and activities.

X X X

X X X

X X X

Assignment Details Topic Videos

Due Date Value or Weighting (%) Length Presentation and written submission in tutorials throughout semester 30%

Presentation: 20 minutes, including video Written submission: 5 pages + references (include cover sheet with feedback preferences). A penalty of 10% will be applied to submissions that exceed this length

Instructions

In groups of 2-3 you will present and submit two topics. This will include: An introduction a literature review of the topic, a video, a description of the video in terms of theory, an analysis of the effectiveness of the videos application of the theory Groups will be required to select a topic that is relevant to their week of presentation; I will provide a list of possible topics. You will need to create or find a video that demonstrates that topic in practice. This can either be from the consumers perspective in a purchase decision or from a marketers perspective in trying to influence the purchase. While, these videos exist in places like youtube.com it is hoped that students will display creativity and initiative and create their own videos (most mobile phones have video recording functions and the course coordinator can provide limited access to recording equipment upon request). A written submission needs to be submitted at the start of the tutorial 1 week after presentation.

Purpose

This assignment is designed to allow students to understand how consumer behaviour theories are represented in practice and behaviour. Critical analysis is required to determine the effectiveness or extent of influence that a theoretical concept has on behaviour and practice. Video is appropriate and extensively represents the topic (Yes / No 10% penalty) Adhered to page limit (Yes / No 10% penalty) Research (Pass, used 15 references or more, less than 15 references 10% penalty) Introduction (/10): o Introduces topic o Structure of report Literature review (/20): o Sources are comprehensive (N.B. 15 is the minimum and is a bare pass) o Sources are integrated into coherent structure / argument o Quality of sources Description of video content in terms of theory (/10): o Demonstrates ability to identify elements of theory in video Analysis of the effectiveness of the videos application of the theory (/20): o Critical analysis o Alternative perspectives Presentation (/40): o Presentation skill o Kept to time (Yes / No 10% penalty) A coversheet is to be given to the tutor prior to your presentation. In the tutorial the group will show their video and give a 20 minute presentation that analyses the videos representation of the topic in action. The written submission is to be given to the tutor at the start of the tutorial 1 week following presentation.

Marking Criteria

Submission / Presentation Details

Formatting guidelines: The maximum length of essay is five (5) pages (inclusive of all figures, tables, technical appendices, etc.). The pages required to list the references are additional. 1.5 spaced throughout Times New Roman 12-point font A4 size page formatting 2.5cm margins on all sides Headings and sub-headings Major headings should be centred and in bold type. The first letter of each major word should be capitalised. Sub-headings also should be in bold type face, but left justified, with the first letter of each major word capitalised. Sub-headings should have one single space line before and one single space line following. Sub-sub-headings should have one single space line before and none following. Only the first letter of the sub-sub-heading should be capitalised. Figures and tables Should be integrated within the text as soon as convenient after they have been cited Headings should be bold, with leading capitals for major words (not block capitals), and be preceded and followed by one line Should be numbered and referred to by number Reference citations within the text Citations in the text (Jones and Smith, 2002). If practical, the citation should stand by a punctuation mark. Otherwise, insert it in a logical sentence break. If a particular page, section, or equation is cited, it should be placed within the parentheses, e.g. (Jones and Smith, 2002, p.10). For multiple authors, use the full citation for up to three authors; for four or more, use the first author's name followed by "et al." (in italics). A series of citations should be listed in alphabetical order and separated by semicolons (;). Reference list style Same as for the Journal of Consumer Research. References must be single spaced with a hanging indent and begin on a new page following the text (or appendixes, if any). List references alphabetically by last name of the first author. Subsequent authors in the entry are listed by first and last name. Articles by a single author precede coauthored works by that author. If a single author has more than one article, substitute a one-inch line for the name in the second and subsequent references. If an identical group of authors has more than one article, substitute a one-inch line for the same (identical) group of authors in the second and subsequent references. Never use a line followed by names. If the names change, list them all. Arrange more than one work by an author or team of authors from the oldest to the most recent work, and alphabetically by title within the same year: Moschis, George P. (1976), Acquisition of the Consumer Role by Adolescents, unpublished dissertation, the Graduate College, University of Wisconsin, Madison, WI 53706. ________ (1980), Communication Information Use: Individual versus Social Predictors, Communication Research, 7 (April), 139-60. Moschis, George P. and Gilbert A. Churchill Jr. (1978), Consumer Socialization: A Theoretical and Empirical Analysis, Journal of Marketing Research, 15 (November), 599609. Moschis, George P. and Roy L. Moore (1979a), Decision Making among the Young: A Socialization Perspective, Journal of Consumer Research, 6 (September), 10112. _______ (1979b), Family Communication and Consumer Socialization, in Advances in Consumer Research, Vol. 6, ed. William L. Wilkie, Ann Arbor, MI: Association for Consumer Research, 35963. Moschis, George P., Roy L. Moore, and Ruth B. Smith (1984), The Impact of Family Communication on Adolescent Consumer Socialization, in Advances in Consumer Research, Vol. 11, ed. Thomas C. Kinnear, Provo, UT: Association for Consumer Research, 31419.

Tutorial Activities
Due Date Value or Weighting (%) Length In tutorials and final submission 4pm Friday, 18 May (week 11) 30%
th

In tutorials: 1 page (excluding references). Cover sheet must be attached. Final Submission: Coversheet Revised submission (based on 1 tutorial activity, 1 page) Original submission with review Statement of how you have addressed the issues raised by reviewer Minimum of 7 other submissions with reviewer comments

Instructions

Each student will need to prepare a 1 page answer to a designated question / activity. In tutorials a peer review process will be conducted. A final submission of a minimum of 8 tutorial submissions + a revised version of 1 submission (1 page) + a detailed account of how you have addressed the feedback provided to improve your response.

Purpose

This assignment is designed to show students research, critical analysis and communication skills. As well as provide ongoing feedback throughout semester and the opportunity to demonstrate the ability to respond to feedback. Adhered to page limit (Yes / No 10% penalty) Submitted at least 8 reviewed tutorial activities (Yes / No 10% penalty for each missing submission) Revised submission: o Quality of response (/30) o Completeness of response (/20) Response to feedback: o Thoughtfulness of response (/20) o Completeness of response (/30)

Marking Criteria

Submission / Presentation Details

Tutorials: 3 hard copies are to be brought to each seminar Final submission: Hardcopies to be submitted to the assignment box in the foyer of the MMIB school office.

Return of Assignments
Assignments will be returned in tutorials or via Wattle as soon as possible after marking. If assignments are not collected by the end of semester they will be placed in the school office for collection.

Scaling Your final mark for the course will be based on the raw marks allocated for each assignment or examination. However, your final mark may not be the same number as produced by that formula, as marks may be scaled. Any scaling applied will preserve the rank order of raw marks (i.e. if your raw mark exceeds that of another student, then your scaled mark will exceed the scaled mark of that student), and may be either up or down. Extensions All assignment extension requests must be made in advance of the due date to your lecturer. Requests should be made on the Application for Extension of Assignment form which is available from the MMIB office or http://www.cbe.anu.edu.au/schools/mmib/documents/Assignmentextension.pdf Significant reasons must exist for an extension and documented medical evidence may need to be provided. Requests will not automatically be granted and students should continue with assignment preparation on the basis that the extension request may not be approved.

Penalties Late assignments will attract the following penalties: Lateness 0 20 minutes 20 minutes 1 day 1 2 days 2 3 days Penalty 5 marks 15 marks 20 marks 30 marks

Examinations See College Policies and Procedures for details on Examinations.

Texts and Other Reading

Prescribed Texts Quester, P., Pettigrew, S. and Hawkins, D.I. (2011). Consumer Behaviour: Implications for th marketing strategy, 6 Ed., McGraw Hill, North Ryde Technology, Software, Equipment Software: Microsoft Office applications; Endnote reference management software Internet: Youtube.com; Google videos Equipment: Digital camera / video (a mobile phone is sufficient) Recommended Reading Journal of Consumer Behavior Advances in Consumer Behavior Journal of Marketing Journal of Marketing Research Journal of the Academy of Marketing Science Library databases: Proquest and Web of Science

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