MRKTG202-19B (HAM)

Consumer and Buyer Behaviour

15 Points

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Division of Management
School of Management and Marketing

Staff

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Convenor(s)

Lecturer(s)

Administrator(s)

: f.mostafa@waikato.ac.nz
: helena.wang@waikato.ac.nz
: lori.jervis@waikato.ac.nz

Placement Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: nat.enright@waikato.ac.nz

You can contact staff by:

  • Calling +64 7 838 4466 select option 1, then enter the extension.
  • Extensions starting with 4, 5, 9 or 3 can also be direct dialled:
    • For extensions starting with 4: dial +64 7 838 extension.
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    • For extensions starting with 3: dial +64 7 2620 + the last 3 digits of the extension e.g. 3123 = +64 7 262 0123.
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Paper Description

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The paper provides psychological and social frameworks for analysing and influencing consumer decision-making, such as attitudes, motivations, heuristics, personality traits, and normative influence.

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Paper Structure

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The paper is presented through lectures, videos, readings, discussions, writings and interactive exercises. Some content will be delivered and learning activities will take place online via Moodle.

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Learning Outcomes

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Students who successfully complete the course should be able to:

  • Demonstrate specific knowledge about consumer psychology and consumer behaviour from the relevant literature;
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  • Understand, interpret, and explain important concepts and models on consumer decision-making and motivation;
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  • Demonstrate a good working knowledge of the stages of buying and disposing behaviour of consumers;
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  • Discuss and apply critical concepts related to sensory marketing;
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  • Demonstrate an in-depth understanding of consumers' cognitive biases and the relevant research methodologies to study such biases;
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  • Evaluate the importance of various elements of the market system on consumer behaviour;
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  • Appreciate marketers' roles in sustainable/ethical business practices; and
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  • Understand the structure and format of formal business report writing.
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Assessment

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Students will develop an understanding of the psychological, cultural and sociological factors that influence purchase and consumption, the methods by which we learn about consumer behaviour, and the implications of consumer behaviour for product design and marketing.The application of marketing concepts requires highly-developed analytical skills.

In addition, students will demonstrate learning through effective oral and written communication. Communication skills are regularly cited by employers as critical to success in business.[1] Communication is critical to bringing ideas to fruition.

[1] McArthur, Kubacki, Pang & Alcaraz (2017) “The employers’ view of ‘work-ready’ graduates: A study of advertisements for marketing jobs in Australia.” Journal of Marketing Education, 39 (2), pp. 82-93.

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Assessment Components

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The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. There is no final exam. The final exam makes up 0% of the overall mark.

The internal assessment/exam ratio (as stated in the University Calendar) is 100:0 or 0:0, whichever is more favourable for the student. The final exam makes up either 0% or 0% of the overall mark.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. Test 1
30 Jul 2019
9:00 AM
10
  • In Class: In Lecture
2. Test 2
3 Sep 2019
9:00 AM
15
  • In Class: In Lecture
3. Test 3
11 Oct 2019
1:00 PM
20
  • In Class: In Lecture
4. Case Analysis (Team)
23 Oct 2019
1:00 PM
35
  • Online: Submit through Moodle
5. Participation
20
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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Required and Recommended Readings

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Required Readings

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Solomon, Michael R., R. Russell-Bennett and J. Previte (2019), Consumer Behaviour:Buying, Having, Being, 4th Ed. Melbourne:Pearson. A copy is on reserve at the library. A paperback copy can be purchased from the bookstore. An electronic version is available for purchase as an eText here:http://www.pearsoned.co.nz/9781488615757.

A business case (specific title to be announced) from Harvard Business School Publishing. This case will be made available by download.

Additional materials will be assigned throughout the semester. These materials may include short readings from popular press or from websites and/or videos available online or through the library.

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Recommended Readings

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Recommendations for additional reading will be made throughout the semester. Any material clearly identified as “recommended” or “optional” will not be tested.

The following works are recommended:

Schwartz, Barry (2016), The paradox of choice. New York:Ecco.

Underhill, Paco (2008), Why we buy: the science of shopping. New York: Simon & Schuster.

Wansink, Brian (2007), Mindless eating: Why we eat more than we think. New York:Bantam.

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Online Support

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Some course material may be delivered online through Moodle. Scores, course documents, announcements, and resources will be posted in Moodle. Students are advised to check the Moodle coursesite daily. Participation in online learning may replace some scheduled contact time.

Some class meetings will be recorded via Panopto and made available for reviewing by students. This is done as a courtesy to students who want to watch a lecture a second time, and to students who must miss a class meeting due to illness, injury, or a death in the family.

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Workload

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Each credit point represents approximately 10 hours of study time; this means that 10 hours x 15 points = 150 total learning hours.

According to university policy, 200/300-level 15-point papers should have an average of 3 hours of contact time per week (i.e., the total of class and tutorial meetings). We have room scheduled for 3 hours of lecture/class meeting and 1 hour of tutorial per week. Tutorials will start in Week 3. During some weeks of the term, we will cancel the 3rd hour of lecture with the objective of meeting an average of 3 hours of total contact hours (class + tutorial) per week. Pay attention to announcements in class and on Moodle regarding class meetings and cancellations.

Students are expected to supplement in-class and tutorial learning opportunities with additional preparation hours such as reading, team meetings, project work, studying, and preparation of assignments/assessments.

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Linkages to Other Papers

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Prerequisite(s)

Prerequisite papers: MRKTG101 or MKTG151

Corequisite(s)

Equivalent(s)

Restriction(s)

Restricted papers: MKTG255, MKTG355

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