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, internal and external influences on consumer behaviour.

Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

1. Identify the major influences in consumer behaviour
2. Distinguish between different consumer behaviour influences and their relationships
3. Establish the relevance of consumer behaviour theories and concepts to marketing decisions
4. Implement appropriate combinations of theories and concepts
5. Recognise social and ethical implications of marketing actions on consumer behaviour
6. Use most appropriate techniques to apply market solutions

Research-Led Teaching

This course aims at giving students the thrill of discovery by offering a balance of theoretical background and practical exposure. To that end, the approach in this course is to incorporate marketing-related examples, trends and developments that derive from academic research but with a focus on the latest in knowledge and practice.

This course will be taught in hybrid mode, with pre-recorded lecturers available through weekly topic "Green books" with a mix of online and face-to-face tutorials determined by student location and facility availability.

Field Trips

There are no field trips.

Additional Course Costs

There are no additional class costs.

Examination Material or equipment

Not applicable.

Required Resources

Consumer Behaviour: Buying, having, being

   Author: Solomon, Russell-Bennett and Previte

   Publisher: Pearson

   Edition: 4th

   Availability: See Wattle for access and purchase details

Print textbook: https://library.anu.edu.au/record=b2299249 (Closed reserve)

Online textbook: https://library.anu.edu.au/record=b6273066

Recommended Resources

See Wattle.

Staff Feedback

Students will be given feedback in the following forms in this course:

• Grading rubrics
• written comments
• verbal comments
• feedback to whole class, groups, individuals, focus group etc

Student Feedback

ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. Students are encouraged to offer feedback directly to their Course Convener or through their College and Course representatives (if applicable). The feedback given in these surveys is anonymous and provides the Colleges, University Education Committee and Academic Board with opportunities to recognise excellent teaching, and opportunities for improvement. The Surveys and Evaluation website provides more information on student surveys at ANU and reports on the feedback provided on ANU courses.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Introduction	Reading: Ch 1, 2 Course and assessment overview session: Zoom (time TBC)
2	Perception	Reading: Ch 3
3	Learning and Memory	Reading: Ch 4
4	Personality / Motivation and Values	Reading: Ch 5, 6
5	The Self	Reading: Ch 7
6	Groups and Social Influence	Reading: Ch 11
7	Ethnicity, Religion and Age	Reading: Ch 12 Due: Consumption Journal (Tuesday @ 23:59pm)
8	Lifestyle, Income and Social Class	Reading: Ch 13
9	The Culture of Consumption	Reading: Ch 14
10	Attitudes and Attitude Change	Reading: Ch 8
11	Individual Decision Making	Reading: Ch 9
12	Buying, Using Disposing	Reading: Ch 10

Tutorial Registration

Via Wattle

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Quizzes 15%	10 %	*	*	1,2
Topic Discussions 25%	30 %	*	*	1,2,3,5
Consumption Journal 20%	20 %	19/04/2022	03/05/2022	3,4
Consumer Profile Report 40%	40 %	06/06/2022	30/06/2022	1,2,3,4,5,6

* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details

Policies

ANU has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University’s academic standards, and implement them. Students are expected to have read the Academic Misconduct Rule before the commencement of their course. Other key policies and guidelines include:

• Student Assessment (Coursework) Policy and Procedure
• Special Assessment Consideration Policy and General Information 
• Student Surveys and Evaluations
• Deferred Examinations
• Student Complaint Resolution Policy and Procedure

Assessment Requirements

The ANU is using Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. For additional information regarding Turnitin please visit the ANU Online website. In rare cases where online submission using Turnitin software is not technically possible; or where not using Turnitin software has been justified by the Course Convener and approved by the Associate Dean (Education) on the basis of the teaching model being employed; students shall submit assessment online via ‘Wattle’ outside of Turnitin, or failing that in hard copy, or through a combination of submission methods as approved by the Associate Dean (Education). The submission method is detailed below.

Moderation of Assessment

Marks that are allocated during Semester are to be considered provisional until formalised by the College examiners meeting at the end of each Semester. If appropriate, some moderation of marks might be applied prior to final results being released.

Participation

Participation is expected in all classes and assessment.

The course will be taught using a hybrid delivery mode, with asynchronous (pre-recorded) lectures, and synchronous (live streamed) tutorials with options for F2F or Online attendance. Please note that the course may move 100% Online at short notice depending on public health situation.

Examination(s)

Not Applicable.

Assessment Task 1

Quizzes 15%

Learning Objectives: 1, 2

Weighting: 15%

Type: Individual

Description: The quizzes cover the basic concepts covered in the course and are designed to encourage students to keep up to date with the course work in this subject. As each week's material operates as a discrete topic it is important to keep up.

Completion: Students will complete weekly online quizzes through Wattle. Each quiz is composed 10 multiple choice questions based on the text book and "Green book" material. Each quiz is worth 1 mark and the best 10 of 12 will count towards your final grade. Once you start the quiz you will have 15 minutes to complete it. Course material and quizzes will be available at least 2 weeks in advance of due dates.

Due Date: Weekly, Monday @ 23:59 of the week following, i.e. Week 1 quiz is due Monday of week 2.

Late Submission: No late submissions accepted and will receive a grade of 0.

• Students will only be able to do a make-up quiz if they provide documentary evidence to explain an absence that covers the entire quiz period. Evidence will need to be provided per Special Consideration policy. If consideration is granted an alternate quiz and time will be allocated.
• If there is an IT issue during the period you are completing the quiz please log a job with the ANU Service Desk AND send an email to the course coordinator detailing the problems experienced. If IT confirms there was an issue special consideration conditions will be applied.

Feedback: Quiz results are released immediately once the quiz has closed.

Assessment Task 2

Topic Discussions 25%

Learning Objectives: 1,2,3,5

Weighting: 25%

Type: Individual

Description: Online and in-class discussion of case studies and reflection on personal experiences from the perspective of the week's learning materials. This provides students with the opportunity to engage in discussion and reflect on learning in an on-going basis.

Marking Criteria: See Assignment Brief on Wattle.

Completion: This assignment is completed in three parts:

1. Discussion forum response (10%): In each week's "Green book" material there are three discussion forum topics. Each week you must post a response to ONE topic, see the Assignment Brief on Wattle for expectations. Posts are due weekly by Friday @ 23:59. No late submissions are accepted.
2. Tutorial Presentations (10%): Each student will be allocated ONE of the discussion forum topics during the semester to present a 5 minute summary and synthesis of the Discussion Forum Responses. Presentations will occur in the week following a topic, i.e. week 2 topics will be presented in week 3. Each presenter can use ONE slide which must be uploaded to the Discussion forum prior to the start of class.
3. Presentation replies (5%): After the presentation each student will post a reply to ONE of the presenters (replying to their slide upload), by the end of the day @ 23:59. Expectations of replies is detailed in the Assignment Brief on Wattle. Students must attend a tutorial in order for posted reply to be accepted. No late submissions are accepted. Note: If your tutorial does not have a presentation in a particular week, you will then reply directly to another students Part 1 response.

Late Submission: No late submissions accepted and will receive a grade of 0. Any request for alternative arrangements must be negotiated with the course coordinator following the ANU Special Consideration procedure.

Grading Rubric: See Wattle

Feedback:

• Parts 1 and 3 will be provided in weeks 4, 8 and after week 12.
• Part 2 up to 10 working days after submission.

Assessment Task 3

Consumption Journal 20%

Learning Objectives: 3,4

Weighting: 20%

Type: Individual

Description: Students individually prepare a consumption journal of 20 entries (4 weeks x 5 entries per week). More information in the Assignment Brief on Wattle.

Due date: Tuesday Week 7 @ 23:59

Submission: Turnitin

Marking Criteria: See Assignment Brief on Wattle.

Late Submission: Late submission without a pre-approved extension are penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date.

Return of Assessment: Up to 10 working days after submission.

Assessment Task 4

Consumer Profile Report 40%

Learning Objectives: 1,2,3,4,5,6

Weighting: 40%

Type: Individual

Description: Students individually create a Consumer Profile Report (2,500 words, +/-5% excess of this will not be graded) based on an analysis of a randomly assigned Consumption Journal (Assignment Task 3) by applying and integrating relevant consumer behaviour theories and concepts. Note journal allocations will occur 2 weeks after the due date of Assignment Task 3, and will be allocated based on grade ranges, e.g. journals awarded a Pass will be allocated between other Pass level students. This means the better the journal you submit the better quality the journal you will be allocated to complete the report. Failed journals will be allocated a Pass level journal for this assignment.

Due date: Monday 6th June @ 23:59 (Exam week 1)

Submission: Turnitin

Marking Criteria: See Assignment Brief on Wattle.

Late Submission: No late submissions accepted and will receive a grade of 0.

Return of Assessment: After release of final grades on 30 June 2022

Academic Integrity

Academic integrity is a core part of the ANU culture as a community of scholars. At its heart, academic integrity is about behaving ethically, committing to honest and responsible scholarly practice and upholding these values with respect and fairness.

The ANU commits to assisting all members of our community to understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. The ANU expects staff and students to be familiar with the academic integrity principle and Academic Misconduct Rule, uphold high standards of academic integrity and act ethically and honestly, to ensure the quality and value of the qualification that you will graduate with.

The Academic Misconduct Rule is in place to promote academic integrity and manage academic misconduct. Very minor breaches of the academic integrity principle may result in a reduction of marks of up to 10% of the total marks available for the assessment. The ANU offers a number of online and in person services to assist students with their assignments, examinations, and other learning activities. Visit the Academic Skills website for more information about academic integrity, your responsibilities and for assistance with your assignments, writing skills and study.

Online Submission

You will be required to electronically sign a declaration as part of the submission of your assignment. Please keep a copy of the assignment for your records. Unless an exemption has been approved by the Associate Dean (Education) submission must be through Turnitin.

Hardcopy Submission

For some forms of assessment (hand written assignments, art works, laboratory notes, etc.) hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must utilise the Assignment Cover Sheet. Please keep a copy of tasks completed for your records.

Late Submission

Quizzes, Discussion Forums and Consumer Profile Report: No submission of assessment tasks without an extension after the due date will be permitted. If an assessment task is not submitted by the due date, a mark of 0 will be awarded.

Consumption Journal: Late submission of assessment tasks without an extension are penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date.

All requests for extensions to assessment in RSM courses must be submitted to the RSM School Office with a completed application form and supporting documentation. The RSM Extension Application Form and further information on this process can be found at https://www.rsm.anu.edu.au/education/education-programs/rsm-assessment-extension/

Referencing Requirements

Accepted academic practice for referencing sources that you use in presentations can be found via the links on the Wattle site, under the file named “ANU and College Policies, Program Information, Student Support Services and Assessment”. Alternatively, you can seek help through the Students Learning Development website.

Returning Assignments

Please see relevant assessment task details above.

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure. The Course Convener may grant extensions for assessment pieces that are not examinations or take-home examinations. If you need an extension, you must request an extension in writing on or before the due date. If you have documented and appropriate medical evidence that demonstrates you were not able to request an extension on or before the due date, you may be able to request it after the due date.

Resubmission of Assignments

Unless specified otherwise in the assignment requirements, resubmissions are permitted up until the due date and time, but not allowed afterwards.

Privacy Notice

The ANU has made a number of third party, online, databases available for students to use. Use of each online database is conditional on student end users first agreeing to the database licensor’s terms of service and/or privacy policy. Students should read these carefully. In some cases student end users will be required to register an account with the database licensor and submit personal information, including their: first name; last name; ANU email address; and other information.
In cases where student end users are asked to submit ‘content’ to a database, such as an assignment or short answers, the database licensor may only use the student’s ‘content’ in accordance with the terms of service – including any (copyright) licence the student grants to the database licensor. Any personal information or content a student submits may be stored by the licensor, potentially offshore, and will be used to process the database service in accordance with the licensors terms of service and/or privacy policy.
If any student chooses not to agree to the database licensor’s terms of service or privacy policy, the student will not be able to access and use the database. In these circumstances students should contact their lecturer to enquire about alternative arrangements that are available.

Distribution of grades policy

Academic Quality Assurance Committee monitors the performance of students, including attrition, further study and employment rates and grade distribution, and College reports on quality assurance processes for assessment activities, including alignment with national and international disciplinary and interdisciplinary standards, as well as qualification type learning outcomes.

Since first semester 1994, ANU uses a grading scale for all courses. This grading scale is used by all academic areas of the University.

Support for students

The University offers students support through several different services. You may contact the services listed below directly or seek advice from your Course Convener, Student Administrators, or your College and Course representatives (if applicable).

• ANU Health, safety & wellbeing for medical services, counselling, mental health and spiritual support
• ANU Diversity and inclusion for students with a disability or ongoing or chronic illness
• ANU Dean of Students for confidential, impartial advice and help to resolve problems between students and the academic or administrative areas of the University
• ANU Academic Skills and Learning Centre supports you make your own decisions about how you learn and manage your workload.
• ANU Counselling Centre promotes, supports and enhances mental health and wellbeing within the University student community.
• ANUSA supports and represents undergraduate and ANU College students
• PARSA supports and represents postgraduate and research students