Curtin Business School

School of Marketing

Consumer Behaviour 201

Offshore
Semester 1, 2012
Unit study package number:

9764

Mode of study:

Internal

Tuition pattern summary:

1.5 hour lecture/seminar and 1.5 hour tutorial/laboratory

Credit value:

25 credits

Pre-requisite units:

Co-requisite units:

Anti-requisite units:

Additional Requirements:

Result type:

Grade and Mark

Approved incidental fees:

All fee information can be obtained through the Fees

Centre. Visit fees.curtin.edu.au for details.

Unit Co-Coordinators:

Name:

Ian Phau

Phone:

+618 9266 4014

Email:

Ian.phau@cbs.curtin.edu.au

Name:

Student Advisor

Phone:

+618 9266 3882

Email:

Building : Room:

408:2014

Administrative contact:

Learning Management System: FLECS - Blackboard (oasis.curtin.edu.au)

Syllabus
The aims of this unit are to:
1. Introduce a framework of appropriate tools for analysing consumers
2.

Instil consumer behaviour and marketing strategy relationships

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3.

Integrate our own consumption experiences with theoretical and conceptual models of
consumer behaviour

4.

Develop the ability to recommend effective marketing strategies.

Introduction
Welcome to Consumer Behaviour 201. Consumer behaviour is one of the most fascinating
subjects in marketing. We have already experienced some latent concepts and theories
about how we as consumers make decisions during the various buying situations. Thus, it is
not difficult to relate our personal experiences to the conceptual underpinnings presented in
this course.
For marketers, an understanding of how a consumer selects, purchases, uses and disposes
of products and services is pertinent to successfully managing the marketing function. We
will therefore examine these concepts drawn from various disciplines such as psychology,
economics and anthropology.
More importantly, this course is not merely a regurgitation of concepts and theories. Rather,
it is designed for you to learn these concepts and theories and to make a conscientious effort
to apply them through your analysis of the marketing situations.

Graduate
Attributes
addressed:

Unit Learning Outcomes

On successful completion of this unit students can:
1. Develop and use a framework of analytical tools to analyse how
culture, personality and lifestyle affect the behaviour of consumers.
2. Explain how consumer attitudes are formed, and consumer opinions
changed in order to better understand your own personal consumption
experiences.
3. Evaluate how different sources of group influences can affect and
radically change consumers consumption.
4. Design specific marketing strategies that focus around what motivates
consumers, what captures their attention and what retains their loyalty.

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Curtins Graduate Attributes

Apply discipline
knowledge

Thinking skills

Information skills

Communication skills

Technology skills

Learning how to
learn

International
perspective

Cultural
understanding

Professional skills

Find out more about Curtins Graduate attributes at the Office of Teaching & Learning
website: otl.curtin.edu.au

Learning Activities
Lectures
The lecture will commence in the first week of the semester. The main purpose of the lecture
is to describe the underlying concepts and explain how they have been used in industry.
Students are encouraged to read the text and relevant papers from journal articles and
popular press to enhance their knowledge for this unit. Lecture notes will be available to
students in three parts each of which covers the relevant study materials for the three
exams respectively.
Tutorials
The tutorials are aimed to (1) reinforce the content of each lecture, (2) promote and enhance
small group learning, (3) foster team work and communication skills and (4) provide a
platform for students to present their ideas and research. The above will be manifested
through the following:
Participation (continuous assessments and consumer research exercises throughout the
semester). Attendance in classes does not constitute participation marks.
Presentation (groups of 2-5 including one tutorial project to be handed in for assessment).
Presentation points are also made through peer review.
A Tutorial SCHEDULE of all the activities and assessment will be posted on Blackboard on
the first week of the semester.

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Learning Resources
Essential Texts
You will need to purchase the following textbook in order to complete this unit:

CB3, 3rd Edition

Barry J. Babin and Eric Harris
Cengage
ISBN-10: 0840058519 ISBN-13: 9780840058515

Assessment Schedule
Task

Value
(%)

Important Date

Progressive Test 1 (Ch 2, 12, 13)

20+5%

Week 4 Lecture period

Online Consumer Research

Progressive Test 2 (Ch 3, 4, 5)

25%

Progressive Test 3 (Ch 7, 10, 14)

30%

Group Project

20%

Week 8 Lecture period

Week 12 Lecture period
Mon 4pm of Week 11

Unit Learning
Outcome(s)
assessed
ULO1
ULO1 and ULO2
ULO3 and ULO4
UL03, UL04 and some of
ULO1 and ULO2

Detailed information on assessment tasks

Assessment 1 Progressive Test 1 (Ch 2, 12, 13)
You have 1.5 hours to complete the test during the lecture. It consists of 3-4 structured
questions.
Assessment 2 Progressive Test 2 (Ch 3, 4, 5)
You have 1.5 hours to complete the test during the lecture. It consists of 3-4 structured
questions.
Assessment 3 Progressive Test 3 (Ch 7, 10, 14)
You have 1.5 hours to complete the test during the lecture. It consists of 40 MCQ and 2
structured questions.
Assessment 4 Group Project
The main aim of this assignment is to enhance your understanding of the models and
concepts as discussed in the text. It gives you the opportunity to apply empirically, what you
have learnt in this unit. Please find the project brief and marking guide on blackboard. There
should be no more than 5 members per group.

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Fair assessment through moderation

Moderation describes a quality assurance process to ensure that assessments are
appropriate to the learning outcomes, and that student work is consistently evaluated by
assessors. Minimum standards for the moderation of assessment are described in the
Assessment Manual, available from policies.curtin.edu.au/policies/teachingandlearning.cfm

Late penalties
All assignments must be accompanied by an Assignment Attachment Form (or cover page).
All assignments must be received and date stamped on the day and time of submission.
If assignments are not submitted by the due date, a penalty of 10% per day will be deducted
from the assessment mark and after seven (7) days a zero mark will be recorded. It is the
students responsibility to keep appropriate copies/backups of every assignment submitted.
Due dates will be strictly adhered to. Extensions will be granted only in cases of
demonstrated urgent need. It is your responsibility to check the due date.

Pass requirements
Receive an overall grade of 5 or above and a mark greater than or equal to 50

Referencing style
Students should use the Chicago referencing style when preparing assignments. More
information can be found on this style from the Library web site:
library.curtin.edu.au/research_and_information_skills/referencing

Supplementary information
Enrolment:
It is your responsibility to ensure that your enrolment is correct - you can check your
enrolment through the eStudent option on OASIS, where you can also print an Enrolment
Advice.
Supplementary/Deferred Exams:
Tests will only be allowed deferred if medical certificates are produced together with the
application within SEVEN days from the day of the test. Any delay will not be entertained.
Supplementary and deferred examinations granted by School of Marketing will be confirmed
after BOE. Notification to students will be made after the School of Marketing Board of
Examiners meeting via the Official Communications Channel (OCC) in OASIS. It is the
students responsibility to check their OASIS account for official Curtin correspondence on a
weekly basis. If your results show that you have been awarded a supplementary or deferred
exam you should immediately check your OASIS email for details.

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Plagiarism
Plagiarism occurs when work or property of another person is presented as one's own,
without appropriate acknowledgement or referencing. Plagiarism is a serious offence. For
more information refer to academicintegrity.curtin.edu.au

Plagiarism Monitoring
Some (or all) assessments in this unit may be monitored for plagiarism using Turnitin (see
turnitin.com). Students who do not want assignments retained in the Turnitin database must
lodge a special request prior to the submission date. For further advice see
academicintegrity.curtin.edu.au/studentsturnitin.html

Student Rights and Responsibilities

It is the responsibility of every student to be aware of all relevant legislation and policies and
procedures relating to his or her rights and responsibilities as a student. These include:

the Student Charter

the Universitys Guiding Ethical Principles
the Universitys policy and statements on plagiarism and academic integrity
copyright principles and responsibilities
the Universitys policies on appropriate use of software and computer facilities

Information on all these things is available throughtt the Universitys Student Rights and
Responsibilities website at: students.curtin.edu.au/rights.

Recent unit changes

We welcome feedback as one way to keep improving this unit. Students are encouraged to
give unit feedback through eVALUate, Curtins online student feedback system (see
http://evaluate.curtin.edu.au/info/index.cfm). Recent changes to this unit include:
1. [insert recent change/s]
2. [insert recent change/s]

http://evaluate.curtin.edu.au/info/dates.cfm

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Program calendar
Semester 2 2011
WEEK

MODULE/CHAPTER/TOPIC:

1.

Value and consumer behaviour value framework Ch 2

2.

Decision making 1 Ch 12

3.

Decision making 2 Ch 13

4.

Progressive Test 1

5.

Perception Ch 3

6.

Comprehension Memory and Cognitive Learning Ch 4

7.

Motivation and Emotion Ch 5

8.

Progressive Test 2

9.

Attitudes and attitude change Ch 7

10.

Group and Interpersonal influence Ch 10

11.

Consumption to satisfaction Ch 14

12.

Progressive Test 3

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