Unit Outline

As consumers, we live in a constantly changing world, driven by fast-paced technological, social, cultural and economic developments, resulting in access to a wide array of new products and services. These rapidly changing social and market factors significantly affect our behaviours and purchase decisions. Consumer behaviour will continue to change over the next decade and will affect our consumption choices. For marketers, understanding how consumers behave helps them to identify and offer products and services that better satisfy consumers’ needs. The focus of this unit is on providing you with a comprehensive introduction to theories and models that help explain consumer behaviour in different consumption contexts. The unit will help you to develop knowledge about the steps in the consumer decision-making process, and the internal and external factors (individual, social, and cultural) that influence consumers’ evaluation of marketing messages and subsequent purchase decisions. The unit will assist with your conceptual and theoretical learning of how nuances in consumer behaviour impact consumer decision making. The unit will help you to develop skills that enable the application of consumer behaviour knowledge to marketing strategy and tactics.

Intended Learning Outcomes

As per the Assessment and Results Policy 1.3, your results will reflect your achievement against specified learning outcomes.

On completion of this unit, you will be able to:


1.	Explain the fundamental concepts and theories of consumer behaviour.
2.	Describe factors that influence both sustainable and non-sustainable consumer behaviour.
3.	Apply the knowledge of consumer behaviour in practice.

Alterations as a result of student feedback

How will I be Assessed?

For more detailed assessment information please see MyLO.

Assessment schedule


ASSESSMENT TASK #	ASSESSMENT TASK NAME	DATE DUE	WEIGHT	LINKS TO INTENDED LEARNING OUTCOMES
Assessment Task 1:	Workshop Assessment Activities	See the MyLO site for the due date	30 %	LO1, LO2, LO3
Assessment Task 2:	Online Quizzes	Week 4	25 %	LO1, LO2
Assessment Task 3:	Consumer Insight Video and Report	Week 9	45 %	LO1, LO2, LO3

Assessment details

Assessment Task 1: Workshop Assessment Activities

Task Description:

This assessment involves your participation in class activities. These are designed to help you identify and apply consumer behaviour concepts and theories to various marketing contexts. The workshop assessment includes two components.

Activity 1: Presentation (25%)
You will work in teams of two or three to develop and deliver a presentation during a workshop. Presentation topics will be allocated in Week 1 workshop. You are expected to research topic-related theories and practices, use a variety of sources, and identify and develop meaning insights or recommendations. This workshop approach represents an opportunity for audiences to provide input and asking pertinent questions on the topics. A summary report will accompany the presentation and be submitted. Each team member must participate in the delivery. The presentation should be no more than 12 minutes, including questions or class discussion.

Activity 2: Class contribution (5%)
Active participation in workshop discussions and tasks is essential. You will need to take part in workshop activities, including discussion topics, debates, case study analyses, scenario-based activities, and skill development exercises. Your engagement and contributions to these activities will be assessed during the workshop. Further details will be available on MyLO and discussed during workshops.

Task Length:

Activity 1: 12 minutes; Activity 2: In-class

Due Date:

See the MyLO site for the due date

Weight:

30 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Understand and explain consumer behaviour concepts and theories	LO1
2	Identify and apply relevant consumer behaviour concepts and theories to both sustainable and non-sustainable marketing contexts	LO2
3	Develop skills for working in collaborative team environments	LO3

Assessment Task 2: Online Quizzes

Task Description:

You will complete a series of short online quizzes that assess your understanding and application of key concepts and theories covered in recorded lectures, textbook chapters, and additional resources on MyLO. Each quiz will be available on MyLO and will have a 15-minute time limit. Detailed information about the release times and quiz format will be provided on MyLO.

Task Length:

15 minutes each quiz

Due Date:

Week 4

Weight:

25 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Understand and explain consumer behaviour concepts and theories	LO1
2	Identify and apply relevant consumer behaviour concepts and theories to various marketing contexts	LO2

Assessment Task 3: Consumer Insight Video and Report

Task Description:

This project allows you to explore consumer behaviour theories and critically evaluate their application in real marketing scenarios. You will complete two related tasks.

Task 1: Consumer Insight Video (15%)
In this task, you will create a short video that present key consumer behaviour insights drawn from academic research. You will use academic journal articles to identify and explain relevant concepts and theories, derive insights from them, and illustrate these insights with real-world marketing examples to show how they apply in practice. The video should clearly demonstrate your own understanding of both theory and application.

Task 2: Report (35%)
Following the creation of the consumer insight video, you will complete a short written report that provides a comprehensive academic deep-dive into your video topic. A detailed project information guide including marking criteria for the video and written report will be provided on MyLO.

Task Length:

Video length: 5 minutes; Report: 1,500 words ± 10%, excluding reference list and appendices.

Due Date:

Week 9

Weight:

45 %

CRITERION #

CRITERION

MEASURES INTENDED

LEARNING OUTCOME(S)


1	Understand and explain consumer behaviour concepts and theories	LO1
2	Identify and apply relevant consumer behaviour concepts and theories to both sustainable and non-sustainable marketing contexts	LO2
3	Develop skills for working in collaborative team environments	LO3

How your final result is determined

To pass this unit, you need to demonstrate your attainment of each of the Intended Learning Outcomes, achieve a final unit grade of 50% or greater, and pass any hurdle tasks.

Submission of assignments

Where practicable, assignments should be submitted to an assignment submission folder in MYLO. You must submit assignments by the due date or receive a penalty (unless an extension of time has been approved by the Unit Coordinator). Students submitting any assignment in hard copy, or because of a practicum finalisation, must attach a student cover sheet and signed declaration for the submission to be accepted for marking.

Academic integrity

Academic integrity is about acting responsibly, honestly, ethically, and collegially when using, producing, and communicating information with other students and staff members.

In written work, you must correctly reference the work of others to maintain academic integrity. To find out the referencing style for this unit, see the assessment information in the MyLO site, or contact your teaching staff. For more detail about Academic Integrity, see Important Guidelines & Support.

Requests for extensions

If you are unable to submit an assessment task by the due date, you should apply for an extension.

A request for an extension should first be discussed with your Unit Coordinator or teaching support team where possible. A request for an extension must be submitted by the assessment due date, except where you can provide evidence it was not possible to do so. Typically, an application for an extension will be supported by documentary evidence: however, where it is not possible for you to provide evidence please contact your Unit Coordinator.

The Unit Coordinator must notify you of the outcome of an extension request within 3 working days of receiving the request.

Late penalties

Assignments submitted after the deadline will receive a late penalty of 5% of the original available mark for each calendar day (or part day) that the assignment is late. Late submissions will not be accepted more than 10 calendar days after the due date, or after assignments have been returned to other students on a scheduled date, whichever occurs first. Further information on Late Penalties can be found on the Assessments and Results Procedure.

Review of results and appeals

You are entitled to ask for a review of the marking and grading of your assessment task if there is an irregularity in the marking standards or an error in the process for determining the outcome of an assessment. Details on how to request a review of a mark for an assignment are outlined in the Review and Appeal of Academic Decisions Procedure.

Required Resources

Required reading materials

You will need the following text:

Solomon, M., Russell-Bennett, R. & Previte, J. (2019) Consumer Behaviour: Buying, having, being, (4th Edition). Pearson Education, Australia.