Marketing is about anticipating and satisfying buyers’ needs. Theories from psychology, sociology, economics and anthropology form the foundation of knowledge that enables marketers to attract and satisfy final consumers and organisational buyers alike. In this subject, students explore the processes that buyers use to learn about, choose, purchase, use, and evaluate goods and services. Marketing is about anticipating and satisfying buyers’ needs. Theories from psychology, sociology, economics and anthropology form the foundation of knowledge that enables marketers to attract and please final consumers and organisational buyers alike. The aim of the buyer behaviour subject is to explore the processes that buyers use to learn about, choose, purchase, use, and evaluate goods and services.
|Academic unit:||Bond Business School|
|Subject title:||Consumer and Buyer Behaviour|
Delivery & attendance
|Attendance and learning activities:||Attendance at all class sessions is expected. Students are expected to notify the instructor of any absences with as much advance notice as possible.|
|Prescribed resources:|| |
|[email protected] & Email:||[email protected] is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.|
To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au
Assurance of learning
Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.
At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.
Program Learning Outcomes (PLOs)
Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.
Subject Learning Outcomes (SLOs)
On successful completion of this subject the learner will be able to:
- Explain the individual, environmental and market-controlled factors that affect consumer behaviour.
- Demonstrate knowledge of the decision-making processes of consumers.
- Explain how customer analysis affects marketing strategy.
- Evaluate and report on consumers’ decision-making processes and behaviour in selecting a brand within a target market.
- Deliver a logically constructed persuasive presentation of your group project using appropriate visual aids.
- Articulate ideas, decisions, recommendations regarding consumer behaviour in a clear, concise writing style tailored to a given audience.
- Demonstrate the ability to work effectively with others to complete a group project analysing consumer behaviour.
|Case Analysis||Analyse a case on an approved consumer behavior topic.||10%||Week 9||1, 2, 3.|
|Presentation §||Group presentation of the key findings of the project.||10%||Week 12||1, 2, 3, 4, 5, 7.|
|Project §||Group assignment that requires students to analyse the target market of a brand, describe the decision-making processes of consumers of the brand and identify internal and external factors that affect the choice of the brand.||20%||Week 12||1, 2, 3, 4, 6, 7.|
|Paper-based Examination (Closed)||Comprehensive final examination that will include topics and material covered across the whole semester.||35%||Final Examination Period||1, 2, 3.|
|Paper-based Examination (Closed)||Mid-semester examination will include all material covered in class up to and including Week 5.||25%||Week 6 (Mid-Semester Examination Period)||1, 2, 3.|
- § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
|High Distinction||85-100||Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking.|
|Distinction||75-84||Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas.|
|Credit||65-74||Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above.|
|Pass||50-64||Usually awarded to students whose performance meets the requirements set for work provided for assessment.|
|Fail||0-49||Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines.|
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Students must check the [email protected] subject site for detailed assessment information and submission procedures.
Policy on late submission and extensions
A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.
Policy on plagiarism
University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.
Feedback on assessment
Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.
Accessibility and Inclusion Support
If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.
Additional subject information
A peer-evaluation system will be used in this subject to help determine the individual marks for all group assessments. As part of the requirements for Business School quality accreditation, the Bond Business School employs an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Consumption and consumer behaviour (CB); The role of CB in marketing strategy; Different approaches to studying CB.
The consumer value framework; The two types of value; Marketing strategy and value; Segmentation and perceptual maps.
Consumer perception processes; Just noticeable difference; Intentional and unintentional learning.
Influences on comprehension; Multiple store model of memory; Associative networks and consumer knowledge; Product and brand schema.
Hierarchy of Motivation; Consumer emotions and value; Measuring emotions; Emotional intelligence.
Personality and consumer behaviour; Major traits examined in CB; Consumer lifestyle and psychographics; The role of self-concept and self-congruency in CB.
Attitude and attitude components; Functions of attitudes; Hierarchy of effects; Consumer attitude models; Attitude Change Theories.
Reference groups; Social power; Group influence; Household decision making.
Culture and meaning; Core societal values; How is culture learned? Culture and international marketing.
Microcultures and CB; Demographic influences on CB; Major cultural and demographic trends.
Situational influences on value; Time and CB; Shopping activities; Retail atmospherics; Antecedent conditions and CB.
Consumer decision-making perspectives; Need recognition, internal search and consideration set; External search.
Evaluative and determinant criteria; Value and evaluation of alternatives; Decision rules.
Value and satisfaction; Theories of post-consumption reactions; Measurement of satisfaction; Disposing of refuse.
Complaining; Loyalty; Switching; Word-of-mouth.
Consumer misbehaviour; Consumer problem behaviour; Marketing ethics; Corporate social responsibility.