代写[MKT2CBE]CONSUMER BEHAVIOUR

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     La Trobe Business School
    CONSUMER BEHAVIOUR
    [MKT2CBE]
    Subject Learning Guide
    Semester 2 
    2016 
    Bundoora Campus 
    Subject Coordinator: Dr. Stephen Singaraju 
    Table of Contents
    SUBJECT DETAILS 3
    GENERAL  DETAILS  3
    ENROLMENT  REQUIREMENTS
    3代写[MKT2CBE]
    STAFF  CONTACTS
    3
    SUBJECT  DESCRIPTION
    3
    SUBJECT  INTENDED  LEARNING  OUTCOMES  (SILOS)
    3
    GRADUATE  CAPABILITIES
    4
    LEARNING  ACTIVITY  SUMMARY
    4
    ASSESSMENT  AND  FEEDBACK  SUMMARY
    4
    LEARNING  RESOURCES
    6
    STUDENT  FEEDBACK  ON  SUBJECT  SURVEY
    7
    F OR INFORMATION ON  S TUDENT  F EEDBACK ON  S UBJECTS REFER TO
    :
    7
    HTTP :// WWW . LATROBE . EDU . AU / STUDENTS / GET - INVOLVED / SPEAK - UP / SUBJECTS - TEACHING
    7
    POLICIES, PROCEDURES AND GUIDELINES 8
    A CADEMIC  I NTEGRITY  8
    S PECIAL  C ONSIDERATION
    8
    E XTENSIONS ,  L ATE  S UBMISSIONS AND  P ENALTIES
    8
    R ESULTS , REVIEWS AND RE - MARKS
    8
    SCHEDULE OF LEARNING ACTIVITIES 9
    S ESSION  P LAN  9
    L EARNING  A CTIVITY  D ETAILS  10
    L EARNING  A CTIVITY  - C OLLEGE /S CHOOL /D ISCIPLINE - SPECIFIC  I NFORMATION  10
    S TUDENT  L EARNING  U NIT  (SL)  10
    L EARNING  M ANAGEMENT  S YSTEM  (LMS)  10
    L IBRARY  10
    S TUDENT  S UPPORT  S ERVICES  11
    P EER  L EARNING  A DVISERS  11
    ASSESSMENT AND FEEDBACK DETAILS 11
    D ETAILED  G RADING  C RITERIA 12
    A SSESSMENT  T ASK  1  (G ROUP  T ASK ) 12
    La Trobe University  2
    Subject Details 
    GENERAL DETAILS
    Subject Code:  MKT2CBE  Subject Title:  Consumer Behaviour
    Teaching Period:  Semester 2/2016  Location(s):  Bundoora Campus
    Credit Points:  15  Mode:  Standard  Level:  2
    ENROLMENT REQUIREMENTS
    Prerequisites:  MKT1MDP
    Co-requisites:  N/A
    Incompatibles:  N/A
    Assumed Skills & Knowledge:  Basic marketing and business knowledge
    Special Study Requirements:  N/A
    STAFF CONTACTS
    Role Campus Name Email Telephone Room
    Subject Coordinator  Bundoora Dr. Stephen Singaraju s.singaraju@latrobe.edu.au 03 9479 MAR373
    1039
    Instance Coordinator  Shepparton/ Philip Trebilcock P.Trebilcock@latrobe.edu.au 03 5444 Room
    Albury 7264 1.52
    Wodonga (Business
    Building)
    Instance Coordinator  Bendigo Elaine Plant E.Plant@latrobe.edu.au 03 9479 Room
    3394 SS2.15
    Instance Coordinator  Mildura Jane Schmidt J.Schmidt@latrobe.edu.au XNB
    SUBJECT DESCRIPTION
    This course provides students with useable, individual, consumer and managerial understanding of consumer behaviour principles. It directly
    applies concepts, principles, and theories from the various social sciences such as psychology, economics, sociology, cultural anthropology
    that influence the consumer’s decision-making process. The understandings available from the subject empower consumers, marketers, and
    managers to apply consumer behaviour principles to respectively monitor their own consumption decisions, stimulate consumption, or
    manage marketing systems.
    SUBJECT INTENDED LEARNING OUTCOMES (SILOS)
    Upon successful completion of this subject, you should be able to:
    1
    Recall, restate, and apply basic consumer behaviour theory.
    Upon completing this subject, students should be able to:
    • Recall the bases and principles of consumer behaviour.
    • Demonstrate knowledge of the perceptual, memory and cognitive mechanisms instrumental to consumer behaviour.
    • Demonstrate knowledge of attitudinal, lifestyle and personality factors in relation to the creation of consumer perceived
    value.
    2
    Differentiate between ethical and unethical behaviours: (a) by consumers, and (b) by companies in their application of consumer
    behaviour techniques/knowledge.
    Upon completing this subject, students should be able to:
    • Apply consumer behaviour theories and consumer research to investigate a marketing activity.
    • Evaluate, assess and critique the consumer behaviour issues underlying a marketing activity.
    • Identify in a marketing activity any problematic ethical issues that should be addressed and propose suitable changes.
    3
    Critically analyse product and marketing appeals in terms of the consumer behaviour issues inherent in the in a structured written
    report.
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    3
    Upon completing this subject, students should be able to:
    • Identify the marketing appeals which underlie the current marketing campaign.
    • Analyse the influence of variables such as attitudes, beliefs, perceptions and consumer needs on how information is
    processed by consumers in relation to a current marketing campaign.
    4
    Identify limitations/problems in product and marketing appeals, and make logical and justifiable proposals to address the existing
    limitations.
    Upon completing this subject, students should be able to:
    • Develop a structured written argument identifying consumer behaviour issues relevant to a current marketing campaign.
    5
    Differentiate between the personal, marketing, and managerial applications of consumer behaviour.
    Upon completing this subject, students should be able to:
    • Identify the marketing appeals directed at individual consumers
    • Recall and apply the different consumer behaviour tools/elements that marketers have available to them.
    • Apply consumer behaviour techniques in a strategic manner at managerial level.
    GRADUATE CAPABILITIES
    The following Graduate Capabilities (GCs) are evaluated in this subject:
    GC  GC Point
    a  Writing  3
    b  Speaking  2
    c  Enquiry / Research  3
    d  Critical thinking /analysis  3
    e  Creative problem solving/ synthesis  2
    f  Team work  2
    LEARNING ACTIVITY SUMMARY
    Learning Activity:  Schedule
    Workshops (Weeks 1-12 – 2 hour per week)  Weeks 1-12
    Further information is available at http://www.latrobe.edu.au/timetable/
    ASSESSMENT AND FEEDBACK SUMMARY
    Assessment Tasks:  Due Date  SILOs  GCs  %  Comments
    Assessment Task 1 (Group Task)
    Major report 2000 word essay – group work, teams of
    four.
    Form a team of four (must only be with a student from
    your tutorial – no exceptions).
    Select a current video advertisement for a good or
    service which is of interest or relevance to you both from
    YouTube. To effectively demonstrate the application of
    consumer behaviour principles a suitable advertisement
    must be selected. The YouTube link must be presented
    with your report. Assignments must be lodged
    electronically via the subject LMS and plagiarism checked
    by each student using Turnitin before final submission.
    The advertisement you use as the basis of the assignment
    may be lodged as an attached file if necessary. The
    advertisement must be in English. NO EXCEPTIONS.
    Assignments which analyse an ad which is not in English
    will receive a zero mark.
    Week 8
    [19 th
    September
    2016
    @5pm]
    1,2,3,4,
    5
    a,c,d,e,f  35  Assignment documents
    must be submitted as one
    electronic document for
    each group in the Turnitin
    link provided on the
    subject LMS by the due
    date. No Hard copies will
    be accepted.
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    Notes: A report format is required for this assignment – 
    not an essay. Reports consist of headings and discrete
    sections whereas essays consist of continuous prose. The
    required report format will be given to students.
    Assignments submitted in essay format will receive a
    zero mark.
    Tasks:
    (a) Identify the advertisement, the product,
    product class and the general type of advertising appeal
    used.
    (b) Analyse in a detailed and structured way (in a
    logical report format) the consumer behaviour issues
    involved, their relevance and why they are important.
    These consumer behaviour issues may include: product
    positioning relevant to competitors (eg differentiation),
    emotional appeals, decision-making prompts, cultural
    appeals, consumer motivations, decision-making
    processes and any other issues relevant to the product.
    Marks will be awarded on the basis of the relevance and
    thoroughness of the consumer behaviour analysis.
    (c) Identify any ethical and consumer behaviour
    issues you feel are not currently being adequately
    addressed (or are ineffectively addressed) by the current
    campaign.
    (d) Identify and discuss how your consumer
    behaviour insights could be used to improve the
    marketing of the good or service or explain why no
    changes are required.
    (e) An additional element of this assignment is a
    brief critique of the teamwork dynamics experienced
    while completing this assignment – Refer to the Marking
    Sheet).
    Additional Notes: It is expected that you explore the
    topic, consult resources beyond lecture notes and the
    course text, and explain the limitations to your
    approach.
    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)! Please also refer to
    the style guidelines provided below. The assignment must
    be in a Microsoft Word document
    and fully referenced using the Harvard referencing style.
    The topic area will require reading and research outside
    the text and references earlier listed. As a guide, word
    length expected is about 2,000 -2,500 words, plus
    appendices (which must be submitted in the one
    electronic document) if applicable.
    Assessment Task 2 (Individual Task)
    Online Quiz
    There will be a total of three online quizzes. The online
    quizzes require students to restate and apply the basic
    Consumer Behaviour principles and theory presented in
    the seminars preceding these quizzes. These quizzes are
    completed outside of seminar and tutorial times. Each
    quiz must be completed in the 30 minutes duration
    Quiz 1 –
    Week 3
    [Opened on
    8 th August
    till 15 th
    August ,2016
    @5pm]
    1,3,5  a,d,e  15  Note: Students are
    required complete these
    quizzes via the subject
    LMS. No printed copies of
    these quizzes will be
    provided.
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    allowed. Students are expected to observe and take note
    of the deadline for each quiz as each quiz must be
    completed by these deadlines. Non completion of
    quizzes will receive a zero mark unless they
    subsequently lodge a medical certificate issued the same
    day, in which case they will be granted another
    opportunity to sit the quiz.
    Quiz 2 – Week
    6 [Opened on
    29 th
    August till 5 th
    September,
    2016 @5pm]
    Quiz 3 – Week
    9 [Opened on
    19 th September
    till 26 th
    September,
    2016 @5pm]
    Assessment Task 3 (Twitter Contribution)
    Micro-blogging (Twitter) contributions by groups in
    workshop exercises via the subject Twitter Platform.
    Only Group leaders need to submit tweets. Always
    mention the #tag provided for each question when
    tweeting the answers for these questions.
    Contributions
    are due on a
    weekly basis. Cut
    off time for
    contributions
    is 3 rd
    October,
    2016 @5pm
    a,c,d,e  10 
    Assessment Task 4 (Final Examination)
    The final examination is designed to test students’
    knowledge of management principles covered this
    semester. The structure of the final examination will be
    announced during the semester.
    TBC by Central
    Examination
    1,2,3,4
    ,
    5
    a,c,d,e  40  Exact date to be
    confirmed by Central
    Examination
    LEARNING RESOURCES
    Reading Type  Title  Author and Year  Publisher
    Book (Prescribed
    Text)
    CB5, 7th Edition  Barry J. Babin and Eric Harris  Cengage Learning
    ISBN-13: 9781305403222
    Book  Consumer behaviour  Craig-Lees, M., Joy, S.,
    Browne, B. 1995
    Jacaranda Wiley Ltd.
    Book  Evans, M.J., Moutinho, L., Raaij,
    W.F.V.,
    Applied Consumer Behaviour,
    1st edition, 1996
    Addison-Wesley, England.
    Book  Foxall, G., R., and Goldsmith,
    R., E.,
    Consumer Psychology for
    Marketing 1994
    London: Routledge
    Book  Mowen, J., C.,  Consumer Behaviour, second
    edition 2000
    New York: Maxwell Macmillan
    International Edition.
    Book  Neal, Cathy, Pascale Quester
    and Del Hawkins
    Consumer Behaviour:
    Implications for Marketing
    Strategy, second edition 2003
    The McGraw-Hill Company,
    Australia
    Book  Peter, J., P., Olson, J.,  Consumer Behaviour and
    Marketing Strategy
    New York : Richard Irwin,
    Mcgraw Hill & Co.
    Book  Widing, S., Sheth, Jagdish,
    Banwari Mittal and Bruce
    Newman
    Customer Behaviour:
    Consumer Behaviour and
    Beyond, 2004
    New York: The Dryden Press,
    Harcourt Brace Publishers
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    Book  Shiffman Bednall and Watson
    Kanuk
    Consumer Behaviour, 2002  Sydney: Prentice Hall Australia
    Pty. Ltd.
    STUDENT FEEDBACK ON SUBJECT SURVEY
    The Student Feedback on Subjects (SFS) Survey is part of the quality assurance process that occurs across the university. In this survey you
    are invited to tell us about your learning experiences in this subject. Your views will be taken seriously and will assist us to enhance this
    subject for the next group of students. The surveys are anonymous, and you will be invited to participate via an email sent to your account
    during the survey period.
    For information on Student Feedback on Subjects refer to:
    http://www.latrobe.edu.au/students/get-involved/speak-up/subjects-teaching
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    8
    Policies, Procedures and Guidelines 
    The University has a comprehensive policy framework to which both staff and students must adhere. You should familiarise yourself with
    those policies, procedures and guidelines likely to affect you especially the following:
    • Academic Integrity
    • Academic Progress
    • Assessment and Feedback
    • Extension to Submission Dates
    • Late Submission of Assessment Tasks
    • Occupational, Health and Safety [OHS]
    • Privacy
    • Special Consideration
    • Student Charter
    • Use of Electronic Mail
    The relevant policies, procedures and guidelines can be found on the website at: http://www.latrobe.edu.au/policy/
    Academic Integrity
    Academic integrity means being honest in academic work and taking responsibility for learning the conventions of scholarship. La Trobe
    University views this seriously as evidenced by the following extract:
    Academic honesty is a fundamental principle in teaching, learning, research and scholarship. The University requires its
    academic staff and students to observe the highest ethical standards in all aspects of academic work and it demonstrates
    its commitment to these values by awarding due credit for honestly conducted scholarly work, and by penalising
    academic misconduct and all forms of cheating.
    Academic Integrity Procedures (2012, p. 1 of 6)
    Academic misconduct includes improper referencing, plagiarism, copying and cheating. You should familiarise yourself with your
    responsibilities in relation to Academic Integrity and if you have any questions, direct them to your Course Coordinator. Information can be
    found on the website at: http://www.latrobe.edu.au/students/learning/academic-integrity.
    For assistance with referencing visit http://www.latrobe.edu.au/students/learning/academic-integrity/referencing-help
    Special Consideration
    Special Consideration is the term used to describe a process that applies an equity measure to ensure that where any temporary adverse
    circumstances beyond the control of a student, that impact negatively on that student’s ability to demonstrate their learning achievement for
    an assessment task, is taken into account.
    Eligibility to apply for Special Consideration does not automatically imply eligibility to receive it. Certain criteria must be satisfied in order to
    receive Special Consideration.
    Submission of special consideration applications for assignments, mid-semester tests and final examinations should be made online at:
    http://www.latrobe.edu.au/special-consideration
    Extensions, Late Submissions and Penalties
    There are policies and procedures to guarantee fair, consistent and transparent treatment of late submission of assessment tasks provide
    equity around extensions to submission dates and penalties associated with not submitting assessment by the due date and time.
    Please refer to the relevant policies, procedures and guidelines website at: http://www.latrobe.edu.au/policy/documents/late-submission-of-
    assessment-tasks-policy.pdf
    Submission of special consideration applications for assignments, mid-semester tests and final examinations should be made online at:
    http://www.latrobe.edu.au/special-consideration
    Results, reviews and re-marks
    If you believe your assessment task has been marked incorrectly you may request a review of your marks.
    Please refer to the relevant policies, procedures and guidelines website at: http://www.latrobe.edu.au/students/exams/results
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    9
    Schedule of Learning Activities 
    Session Plan
    Week  Topic  Activity Assessment  Resources  SILOs GCs 
    1
    • Course outline and introduction to
    CBE
    • What is CBE and why should I
    care?
    • The consumer behaviour value
    framework
    workshop 
    Readings:
    Chapter 1 and 2
    (In Ba
    • Personality, Lifestyles, Attitudes
    and the Self Concept
    workshop  Readings:
    Chapter 6 (In
    Babin and Harris
    CB5)
    1,3,4,5  a,b,c,d,e,f
    5
    • Attitudes And Attitude Change
    • Groups and interpersonal
    influence
    workshop  Readings:
    Chapters 7 and 8
    (In Babin and
    Harris CB5)
    1,3,4,5  a,b,c,d,e,f
    6
    Topic to be confirmed
    Guest
    Lecture
    7
    • Consumer Culture
    • Micro-cultures
    workshop  Readings:
    Chapters 9 and
    10 (In Babin and
    Harris CB5)
    1,3,4,5  a,b,c,d,e,f
    8
    • Consumer in Situations
    • Decision making (Part 1): Need
    recognition and Search
    workshop 
    Readings:
    Chapters 11 and
    12 (In Babin and
    Harris CB5)
    1,3,4,5  a,b,c,d,e,f
    9
    • Decision making (Part 2):
    Alternative evaluation and choice
    workshop  Readings:
    Chapter 13 (In
    Babin and Harris
    CB5)
    1,3,4,5  a,b,c,d,e,f
    10
    • Consumption to satisfaction
    workshop  Readings:
    Chapter 14 (In
    Babin and Harris
    CB5)
    1,2,3,4,5  a,b,c,d,e,f
    Week  Topic  Activity Assessment  Resources  SILOs GCs 
    11
    • Consumer Relationship
    workshop  Readings:
    Chapter 15 (In
    Babin and Harris
    CB5)
    1,2,3,4,5  a,b,c,d,e,f
    12
    Consumer and Marketing Misbehaviour
    Note: Revision Practice Questions for
    the Exam will be provided.
    workshop  Readings:
    Chapter 16 (In
    Babin and Harris
    CB5)
    1,2,3,4,5  a,b,c,d,e,f
    STU
    15  1,3,5
    Submission Details
    This is an online quiz via the subject LMS. Students are provided with three quizzes that they need to complete by the due dates. Due dates
    for each quiz is provided above.
    Grading Criteria and Feedback
    As provided on the subject LMS
    Description of Task
    As provided above.
    Assessment Task 3 Due Date % SILOs Assessed
    Micro-blogging (Twitter) contributions by groups in workshop
    exercises
    Due dates are provided
    above.
    10  1,3,5
    Submission Details
    Via the subject Twitter Platform. Only Group leaders need to submit tweets. Always mention the #tag provided for each question when
    tweeting the answers for these questions.
    Grading Criteria and Feedback
    As provided below
    Description of Task
    Active participation is crucial to your learning in this subject. You should come to the workshops ready to participate, having completed all
    readings and assignments. Simply showing up for class will not earn a full participation grade.
    You earn your workshop contribution grade by bringing your readings to class, taking notes, respectfully contributing to workshop
    discussions and completing any in-class activities.
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    Assessment Task 4 Due Date % SILOs Assessed
    Assessment Task 4 (Final Examination)  TBC  40  1,2,3,4,5
    Submission Details
    N/A
    Grading Criteria and Feedback
    N/A
    Description of Task
    As provided above.
    Detailed Grading Criteria
    Assessment Task 1 (Group Task)
    Assessment
    Criterion
    Weight  Key Assessment Aspects  Mark
    Introduction  5%
    • Have the students sufficiently introduced
    the topic?
    • Have they identified the main issues
    which will be discussed in this report?
    Ad selection and
    justification
    5%
    • Have the students selected an
    appropriate ad?
    • How relevant is the ad to studying
    consumer behaviour?
    • Have the student offered any justification
    as to why they believe this ad is worth
    analyzing?
    Ad background  15%
    • Have the students investigated the
    nature of the industry which produced
    the ad?
    • Have they identified the major players in
    the industry?
    • Have they identified the objectives of the
    ad and the campaign which it was a part
    of?
    代写[MKT2CBE]