MKTG 303: BUYER BEHAVIOUR (15 POINTS) - Course outlines
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Course Outline 2019
MKTG 303: BUYER BEHAVIOUR (15 POINTS)
Semester 1 (1193)
Course prescription
Focuses on understanding customers. Applies psychology to how people make
consumption decisions and interpret advertising. Includes a consideration of individual
differences and environmental/situational influences on consumers.
Course advice
Before enrolling in this course you must complete these courses:
Prerequisites: MKTG 201 or 291
You cannot enrol in this course if you have taken or intend to take the following
courses: Restriction: MKTG 293
Goals of the course
MKTG 303 ‘Buyer Behaviour’ is the most traditionally academic/theoretical of the two
required Year 3 courses that all students must take to in order to complete a major in
Marketing. Understanding customers lies at the centre of the academic discipline of
Marketing and is absolutely central to success in Marketing practice. This has been
made evident throughout your major to date as you have been introduced to the topic
of consumer/buyer behavior. This course now allows us to explore the concepts in an
advanced depth.
The goals of the course are:
• develop your understanding of the important drivers of consumer behaviour, the
multidisciplinary factors involved in the study of consumer behaviour, and the
marketing management issues arising from a sound knowledge of consumer
behaviour theory; and
• develop your ability to apply the above knowledge in a practical and relevant
manner in order to enhance effective marketing management.
Version Final Page 1 of 9Learning outcomes (LO)
# Learning outcome Graduate profile capability*
LO1 Identify and classify key theories 1. Disciplinary knowledge and practice
that underpin reasons for buyer
behaviour
LO2 Explain and critically evaluate 1. Disciplinary knowledge and practice
internal and external influences on
2. Critical thinking
buyer behaviour
LO3 Build coherent and evidence-based 2. Critical thinking
arguments that explain how buyers
3. Solution seeking
make decisions across various
consumption contexts
L04 Independently develop 4b. Communication (Written)
contextually-applied arguments
about buyer behaviour issues 5a. Independence
through clear written
communication
LO5 Relate how buyer decision 5b. Integrity
influences business decisions and
6. Social and environmental
impacts broader societal issues
responsibilities
* See the graduate profile this course belongs to at the end of this course outline.
Version Final Page 2 of 9Content outline
Week / Relevant learning Assessment
Topic
Module resources/activities due this period
Consumers as Individuals
Introduction to Consumer Chapter 1
1 Behaviour
Perception Chapter 8
Course Outline
Quiz
2 Learning and Memory Chapter 9
Involvement Zaichowsky, 1986. Due by 20th Mar
3 Motivation, Personality, and Self Chapter 10
Belk, 1988.
4 Attitude Formation and Change Chapter 11
Ethics (pages 17-18; 168; 467)
5 Decision-making Process Relevant sections from
Chapter 3 – Chapter 7 (see
lecture slides).
Information will be Test In-Class
6 Mid-semester Test (Wed) provided on Canvas. Wed 10th Apr
(No lecture Friday)
MID-SEMESTER BREAK
13 – 28 April
Consumer Culture and
Trends
Demographics, Psychographics, Chapter 12
7 and Social Class Chapter 15
Reference Groups Chapter 14
8
Culture and Consumption Chapter 16 Individual
Assignment
9 McCracken, 1986
15th May
Digital Media and Consumption Belk, 2013.
10
Marketing and Consumerism Featherstone, 1990.
11
12 Feedback, Exam Prep
Version Final Page 3 of 9Learning and teaching
There are two weekly lectures for the course: a two-hour class and a one-hour class.
The one-hour class may not be held each week. You will be exposed to both practical
and theoretical concepts using a combination of lectures, discussion-based activities,
readings and exercises. There are no tutorials for this course, although there will be
opportunities for interactive discussions and workshop sessions to help you prepare for
the mid-semester test, assignment and exam. All assessment is individual and outlined
below. Detailed information will be provided on the Canvas page. Please come fully
prepared to participate in the course. This means attending all classes and doing the
readings IN ADVANCE.
Teaching staff
Course Coordinator and Lecturer:
Dr. Jenny Young
Office: 260-694, level 6
Office hours: TBA
Tel: 09 373 7599 (ext. 70529)
Email: jenny.young@auckland.ac.nz
Lecturer:
Dr. Jane Choi
Office: 260-420 (within 260-416), level 4
Office hours: TBA
Email: jane.choi@auckland.ac.nz
Teaching Assistants:
TBA
Learning resources
Textbook: Quester, Pettigrew, Kopanidis, Rao Hill. (2014). Consumer Behaviour:
Implications for Marketing Strategy (7th edition). Australia: McGraw-Hill Education.
Whilst the text book is an important resource, it is NOT as important as attending
lecturers. The lectures are NOT simply a summary of the chapter you are referred to,
rather they deliver ADDITIONAL material to broaden your understanding and learning.
This is especially the case for the second half of the course (Weeks 7 – 12), which is only
loosely based on the textbook. This is, after all, stage 3.
Readings: available on ‘Reading lists’ on Canvas and also via library databases.
Involvement:
o Zaichkowsky, J. L. (1986). Conceptualizing involvement. Journal of
Advertising, 15(2), 4-34.
Self-concept:
o Belk, R. W. (1988). Possessions and the extended self. Journal of
Consumer Research, 15(2), 139-168.
Version Final Page 4 of 9 Digital Media and Consumption:
o Belk, R. W. (2013). Extended self in a digital world. Journal of Consumer
Research, 40(3), 477-500.
Marketing and Consumerism:
o Featherstone, M. (1990). Perspectives on consumer culture. Sociology,
24(1), 5-22.
Course Book: In the spirit of environmental sustainability, there is no course book for
this paper. All lecture slides may be downloaded from Canvas and printed at the
student’s discretion.
Canvas: Canvas will be used to communicate important information and distribute
lecture slides and other useful material. Please note that these lecture slides form the
framework of the lectures and do not replace lectures, where more material may be
presented. Students should check their Canvas account at least every Monday and
Friday.
Lecture Recordings:
We will do our best to record lectures each week and these recordings will be uploaded
onto Canvas as soon as we receive the Link from ITS. However, sometimes, lecture
recordings can and do fail. Recordings should not be viewed as an alternative to attending
lectures. This is not a distance-learning paper; i.e. lecture recordings are provided as a
revision aid only. If you miss class expecting to rely on a lecture recording, and the lecture
recording fails, it will be your responsibility to catch up on what you missed.
Students should be aware that:
• Lecture recordings are not meant to be a substitute for attending lectures and
students who miss lectures will find themselves at a disadvantage in tests and
exams;
• Some lecture content may not be captured by the recordings e.g. student
comments or a copyrighted video recording;
• Technology is fallible (i.e. it can FAIL), and we are not responsible, should you
miss lectures expecting to rely on a recording, and find that a recording is
damaged/not complete/not audible/not available;
• It is possible that we may have one or more guest lecturers who may not agree
to their lecture being recorded;
• Lecture recordings are for your individual use related to your enrolment in this
paper only. This means two things: a) people that are not currently enrolled in
the course are not permitted to access and/or use the recordings; and b) you
cannot use the recordings for purposes not related to this paper;
• The lecturer delivering a particular lecture retains the intellectual property rights
to the material recorded. Therefore, you cannot make additional copies of
recordings to sell or give to other people and, if you include information from a
lecture recording in something you write (for purposes other than the tests and
exam in this paper), you must reference it appropriately, to avoid being charged
with plagiarism. For example, “Young, J. (2019), Lecture Recording for MKTG
303, Week 1, accessed on 20.07.19”.
• In line with department policy, lecture recordings will be streamed only and will
not be downloadable; i.e. you can view them online but will not be able to
download them onto your computer. If you do not have broadband access at
home, you will have to view the recordings on campus.
Version Final Page 5 of 9Expectations Regarding Classroom Behaviour
Please turn your cell phone OFF or to SILENT for lectures. In order to provide a good
learning environment for all students, cell phone ringing, texting, or excessive personal
chatter during lectures is unacceptable and may cause you to be ejected from lectures
and especially, tests. Students are expected to express themselves politely to one
another and to their lecturer or tutor, during group discussions. Although you are
welcome to bring drinking water to lectures, please be advised that University Lecture
Theatre Management policy does not permit food or beverages to be consumed in
lecture theatres. Please try to arrive at your lecture before it commences, and if you are
unavoidably late or have to leave early, please try to minimise the disruption to the
class.
Communicating with the MKTG 303 Teaching Team
The MKTG 303 Teaching Team consists of Lecturers, Teaching Assistants, and a Group
Services Administrator. We will be conducting all class-related discussion on Piazza.
Rather than emailing questions to the teaching staff, we encourage you to post your
questions on Piazza. The quicker you begin asking questions on Piazza, the quicker you'll
benefit from the collective knowledge of your classmates and instructors. The course
lecturers will also be holding office hours each week with the exact times to be
communicated within Canvas. Any administrative queries should be directed to
marketing.admin@auckland.ac.nz. Students are also encouraged to use office hours to
discuss any questions related to the course that they do not feel can be adequately
answered through Piazza. If you do need to email a course coordinator/lecturer about
your individual circumstances, please use your official email address that is registered on
Canvas and clearly state MKTG303 in the subject. Please also include your name and
Student ID number in the email.
Group Services Administration Office: Room 431, level 4, OGGB
E-mail: marketing.admin@auckland.ac.nz
Please refer to the Department of Marketing Undergraduate Protocol on Canvas (see
Course Resources) for further information regarding Department polices.
Assessment information
Group and/or
Assessment task Weight % Submission
individual
Quiz on Course Outline 1% Individual Canvas
Mid-semester Test 24% Individual During class time
Soft copy via Turnitin &
hard copy via Student
Individual Assignment 25% Individual
Resource Centre, level
0, OGGB.
Final Exam 50% Individual Exam venue
Pass requirements
The assessments (Quiz + Mid-semester test + Individual assignment + Final
Exam) for MKTG303 is worth a total of 100%. To pass this course, students must
achieve a minimum of 50% overall.
Version Final Page 6 of 9Assignment
Please note that the individual assignment weighting can NOT be transferred to the final
exam/assessment.
When handing in your assignment, please use the appropriate Marketing cover sheet,
and please use your official name, as is currently used in University records. You will
have considerable advance notice about the date that the assignment is due. Therefore,
you must plan your work to give yourself leeway so unforeseen events such as computer
problems or losing an assignment do not prevent you from handing the assignment in on
time. Unacceptable reasons for a late assignment also include being overseas or other
work or sporting commitments. Acceptable reasons for handing a late assignment might
be a longer period of illness prior to the deadline, unexpected incarceration or
bereavement. However, in these circumstances you will be required to provide suitable
documentation as evidence (e.g. a certificate from the campus Health Centre), as early
as possible, but no later than the assignment due date.
Students will be penalised for handing in assignments after the due date. Below is a list
of penalties that can be expected:
1 day late 10% off grade achieved by student
2 days late 20% off grade achieved by student
3 days late 30% off grade achieved by student
4 days late 40% off grade achieved by student
5 days late 50% off grade achieved by student
Note: Assignments handed in five minutes past the deadline are considered one day late.
If an assignment is due in on a Friday, then an assignment submitted on Monday is
considered to be three days late. Assignments handed in later than five days after the
deadline will not be graded. Although these penalties may seem harsh, their purpose is
to prepare you for the expectations your employer will have of you (i.e. planning your
time efficiently, and meeting deadlines) while maintaining fair and equitable treatment of
all students.
Description of assessment tasks
Learning outcome to
Assessment task
be assessed
Quiz on Course Outline LO4
Mid-semester Test: 2 (out of 3) Short answer questions LO1, LO2
Individual Assignment: Your assignment will be in the format of
a written essay, complete with correct APA citing and LO3, LO4, LO5
referencing of your sources.
Final Exam: Short essay style questions LO1 – LO5
Inclusive learning
Students are urged to discuss privately any impairment-related requirements face-to-
face and/or in written form with the course convenor/lecturer and/or tutor.
Version Final Page 7 of 9Academic integrity The University of Auckland will not tolerate cheating, or assisting others to cheat, and views cheating in coursework as a serious academic offence. The work that a student submits for grading must be the student’s own work, reflecting his or her learning. Where work from other sources is used, it must be properly acknowledged and referenced. This requirement also applies to sources on the worldwide web. A student’s assessed work may be reviewed against electronic source material using computerised detection to provide an electronic version of their work for computerised review. Student feedback Students of this course will be asked to complete three types of evaluations: Two teaching evaluations and one course evaluation. Your feedback will help us improve the course and our teaching in the future. In the event of an unexpected disruption We undertake to maintain the continuity and standard of teaching and learning in all your courses throughout the year. If there are unexpected disruptions, the University has contingency plans to ensure that access to your course continues and your assessment is fair, and not compromised. Some adjustments may need to be made in emergencies, In the event of a disruption, the University and your course coordinators will make every effort to provide you with up to date information via Canvas and the University website. Version Final Page 8 of 9
Graduate profile for Bachelor of Commerce The following six themes represent the capabilities that the Business School seeks to foster in all of its graduates. The development of these capabilities does not come all at once, but rather is expected to build from year to year. Each course is not expected to contribute to all capabilities, but each course will have its own goals and learning outcomes that relate to the overall development of this profile. Version Final Page 9 of 9
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