MART464 Consumer Behaviour
COURSE OUTLINE
Semester Two, 2016
Contents
Paper Description and Aims .............................................................................................................. 1
Learning Outcomes .......................................................................................................................... 1
Teaching Staff .................................................................................................................................. 1
Course Delivery ................................................................................................................................. 2
Expectations and Workload .............................................................................................................. 2
Assessment....................................................................................................................................... 2
Learning Outcomes....................................................................................................................... 3
Course Calendar................................................................................................................................ 3
MART464 Consumer Behaviour
Paper Description and Aims
This paper is an exploration of topical issues and current theory in consumer behaviour and
consumer research. Contemporary consumer behaviour topics will be covered and students
will be provided with an opportunity to answer a consumer behaviour research question
using real life data.
Learning Outcomes
Upon successful completion of this paper, you should be able to
1) Identify and critique key consumer behaviour theories (Critical Thinking, Scholarship,
Information Literacy)
2) Explore contemporary issues in consumer behaviour (Global Perspective, Cultural
Understanding, Ethics, Lifelong Learning)
3) Apply consumer behaviour theory to the investigation of a practical consumer research
question (Critical Thinking, Research, Ethics)
4) Write a paper which succinctly communicates research findings (Communication,
Research, Information Literacy)
Teaching Staff
Paper Coordinator /Lecturer
Name:
Dr Leah Watkins
Office:
Co 6.40
Email:
leah.watkins@otago.ac.nz
Office Hours: Please refer to Blackboard
Lecturer
Name:
Office:
Email:
Office Hours:
Lecturer
Dr Kirsten Robertson
Co 6.29
kirsten.robertson@otago.ac.nz
Please refer to Blackboard
Page 1
Name:
Office:
Email:
Office Hours:
Dr Damien Mather
Co 6.27
damien.mather@otago.ac.nz
Please refer to Blackboard
You should contact the Paper Coordinator with any administrative enquiries about the paper, e.g.
tutorial changes, or requests for late submission of assignments.
Course Delivery
Lecture Day/Time: Tuesday 11am – 12.50am
Room: Co 6.26
Students must attend seminars as per the course calendar.
The course will be a mixture of the lecturer leading the class in discussing key research areas in
consumer behaviour, seminar work, student presentations and students working on their own
projects. Students are expected to read key articles and link their own experiences to the concepts
covered in class.
The course calendar (in this outline and online on Blackboard) details semester dates, lecture topics,
labs, tutorials and assessment related scheduling information. Note that this calendar may change
as the course proceeds. Any changes will be announced at seminars and / or on Blackboard. The
actual seminars begin in week 1 of the semester and cease in week 12 of the semester, with any
work to be handed on dates announced but not later than week 12 of the semester.
Students are expected to prepare for and attend all classes to gain full benefit from the course
These activities should be prepared for by reviewing information detailed on Blackboard and
completing any assigned readings. Students unable to attend a lecture are expected to catch up on
missed material. Unless stated otherwise, all aspects of the course are examinable.
Expectations and Workload
MART464 is a 20 point paper and has a workload of 240 hours. As a result you should anticipate
spending an average on 18-20 hours per week on this subject for the duration of this 13 week
course.
Assessment
Presentations
Students will hand in and present to the class working versions of their literature review and
research question (8th August) and their analysis and results (26 Sep).
Peer Reviews
Students will be asked to critically review and provide constructive feedback to classmates on their
work in progress.
Final journal paper
Page 2
Student will be asked to submit a journal paper (using the guidelines provided by the specific target
journal). The paper will include an introduction, a summary of your literature review, methodology
(description of data analysis), results/discussion and conclusion.
Assessment
Due date
% of
final grade
Presentation of literature review and research 8 Aug
question
22 Aug
Peer Review and Critique
15%
Presentation of results and analysis
26 Sep
15%
Peer Review
3 Oct
15%
Final Paper
10 Oct
40%
15%
Learning Outcomes
Identify and critique key consumer behaviour
theories and explore contemporary issues in
consumer behaviour
Ability to present a literature review, research
question and research findings to the class
2)
3)
Apply consumer behaviour theory to the
investigation of a practical consumer research
question
Ability to conduct and report the findings of a piece
of independent research in a journal paper format
4)
5)
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
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Ability to critique and provide constructive feedback
on others ideas/work
Percentage of final grade
Final Paper
1)
Peer Reviews
Presentations
Learning Outcome
30
30
40
Total
100%
Course Calendar
Lecture/
Tutorial
Number
Week Commencing*
1
11 July
2
18 July
Topic
Readings
Introduction to paper and
Lifestyles theory and project
TBA
Psychographics/Lifestyles
Page 3
Notes
Lecturer
Lecture
Leah
Lecture
Leah
How to write a literature TBA
review
Psychographics/Lifestyles
TBA
Lecture
Kirsten
Workshop
Kirsten
Student
presentations
Leah
15 August
Presentation of review and
argument
Independent Reviewing
22 August
Peer review
Student
presentations
Leah
Lecture
Damien
Workshop
Damien
Student
Presentations
Student
Presentations
Leah
3
25 July
4
1 August
5
8 August
6
7
Mid Semester Break 29 August to 2 September
8
5 September
9
12 September
10
19 September
11
26 September
12
3 October
13
10 October
Statistics
Statistics and results
TBA
Independent discussion
Presentation of findings and
discussion
Peer Review
Independent work and final
paper submission
* First week of Semester 2 is ACADEMIC WEEK 28
Lectures end Friday 14 October 2016
University Exam Period Second Semester Begins 15 October 2016
End 12 November 2016
Page 4
Kirsten