PDF unit guide - Monash Business School
MKC2110
Buyer behaviour in marketing
Unit Guide
Semester 2, 2015
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Last updated: 17 Jul 2015
Table of Contents
MKC2110 Buyer behaviour in marketing - Semester 2, 2015
A study of the factors that influence, explain and help predict consumption behaviour in both individuals and organisations. How concepts and theories developed in the social sciences provide the theoretical background to understand individual, cultural and group influences on the behaviour of consumers.
Examines the use marketers make of this information in developing marketing strategies, predicting behaviour and influencing consumers.
Mode of Delivery
Clayton (Day)
Workload requirements
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study.
Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.
See also Unit timetable information
Additional workload requirements
This unit attracts six credit points and consists of two hours of lectures and one hour of tutorial each week. The total time commitment expected for this unit is 144 hours. In addition to the 36 hours of class contact (on-campus students), you should plan to spend an additional 108 hours during the semester in study for this unit. This includes time spent in preparing for and completing assessment tasks, together with time spent in general study, revision, and examination preparation. Attendance at all lectures and all allocated tutorials is mandatory.
Unit Relationships
Prerequisites
MKC1200
Prohibitions
MKB2402, MKF2111, MKG2402, MKP2700, MKP2701, MKW2111, MKW2402
Chief Examiner(s)
Mr Peter Thompson
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MKC2110 Buyer behaviour in marketing - Semester 2, 2015
Campus Lecturer(s)
Clayton
Peter Thompson, Room 1028, West Wing, Menzies Building, Clayton Campus.
Contact hours: Tuesday: 11.00am to noon; Wednesday: 11.00am to 12.00 noon.
Tutor(s)
Clayton
Dr Chadinee Maneesoonthorn, Room 1029, West Wing, Menzies Building, Clayton Campus.
Contact hours: TBA
Ms Marcia Kwaramba, Room 1029, West Wing, Menzies Building, Clayton Campus.
Your feedback to Us
Monash is committed to excellence in education and regularly seeks feedback from students, employers and staff. One of the key formal ways students have to provide feedback is through the Student
Evaluation of Teaching and Units (SETU) survey. The University’s student evaluation policy requires that every unit is evaluated each year. Students are strongly encouraged to complete the surveys. The feedback is anonymous and provides the Faculty with evidence of aspects that students are satisfied and areas for improvement.
For more information on Monash’s educational strategy, see: www.monash.edu.au/about/monash-directions/ and on student evaluations, see: www.policy.monash.edu/policy-bank/academic/education/quality/student-evaluation-policy.html
Previous Student Evaluations of this Unit
If you wish to view how previous students rated this unit, please go to https://emuapps.monash.edu.au/unitevaluations/index.jsp
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Academic Overview
Learning Outcomes
The learning goals associated with this unit are to:
1. describe the theoretical foundations of human behaviour that are relevant to the practice of marketing
2. demonstrate an ability, using academic journals, to effectively research the theoretical bases of consumer behaviour
3. evaluate the main theories and concepts from the behavioural sciences relevant to marketing and discuss how they provide a basis for understanding individual, group and cultural influences on consumer behaviour
4. illustrate the application of these concepts, theories and models in the influence, explanation and prediction of consumption behaviour
5. demonstrate an appreciation of how marketers use behavioural information in the design and development of marketing strategies.
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Unit Schedule
Week
0
Activities Assessment
No formal assessment or activities are undertaken in week 0
1 Overview. Learning and studying for business success. The role of consumer behaviour in delivering value for the consumer and the firm.
2 Motivation, Ability and Opportunity
3 Perception
4 Learning, brands and brand knowledge
5 Attitudes
6 Memory Assignment One (30%) due before
9.00am Tuesday 1 September 2015.
7 Consumer Decisions I
8 Consumer Decisions II Multiple-choice Test (20%) in allocated tutorial class
9 The Elaboration Likelihood Model
10 Consumer decisions III
11 Influences on Consumer Behaviour I - culture, sub-culture and groups; personality and self-concept.
The role of reference groups in persuasion.
12 Influences on Consumer Behaviour II.
SWOT VAC
Examination period
No formal assessment is undertaken
SWOT VAC
LINK to Assessment Policy: http://policy.monash.edu.au/policy-bank/ academic/education/assessment/ assessment-in-coursework-policy.html
Teaching Approach
Lecture and tutorials or problem classes
This teaching and learning approach provides facilitated learning and practical exploration.
Assessment Summary
Within semester assessment: 50%
Examination: 50%
Assessment Task
Literature Review 2000 words
Multiple Choice Test
Value
30%
20%
Due Date
Before 9.00am, Tuesday 1 September 2015
This test will be undertaken in your allocated tutorial in
Week 8
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Unit Schedule
Examination 1 50% To be advised
Hurdle Requirements
There is a hurdle requirement in this unit.
The learning outcomes in this unit require students to demonstrate in the individual summative assessment task a comprehensive understanding of the topics covered in the unit. This is demonstrated by the requirement that the student must attain a mark of at least 50% in the final summative assessment task.
A student’s final mark is normally the sum of the marks obtained in all of the individual assessment items in the unit. Where a student fails the unit solely because of failure to satisfy the hurdle requirement a mark of 48 will be returned for the unit.
The individual summative assessment task is the final exam.
Second marking
Where an assessment task is given a fail grade by an examiner, that piece of work will be marked again by a second examiner who will independently evaluate the work, and consult with the first marker. No student will be awarded a fail grade for an assessment task or unit without a second examiner confirming the result.
Note: Exceptions to this are individual pieces of assessment contributing 10% or less of the final mark, unless the total of such pieces exceeds 30% of the final mark.
Return of final marks
Faculty policy states that 'the final mark that a student receives for a unit will be determined by the Board of Examiners on the recommendation of the Chief Examiner taking into account all aspects of assessment'.
The final mark for this unit will be released by the Board of Examiners on the date nominated in the
Faculty Calendar. Student results will be accessible through the my.monash portal.
Exam viewing
Will follow department policy
Assessment criteria
Assessment Criteria Grading Descriptors available at: http://www.policy.monash.edu/policy-bank/academic/education/assessment/
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Assessment Requirements
Assessment Tasks
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Assessment task 1
Title:
Literature Review 2000 words
Due date:
Before 9.00am, Tuesday 1 September 2015
Details of task:
This assignment is an individual assignment and will be a literature review in essay form of a maximum of 2000 words in length, excluding references and tables. The assignment will be worth 30% of the marks available for the unit. The specific topic of the assignment is to review the specified list of journal articles found on Moodle. A criteria sheet will be published on Moodle in week four.
Word limit:
2000 words (excluding references)
Weighting/Value:
30%
Presentation requirements:
Essays should be typed, using Times New Roman 12 point font. Essays should be double spaced and with margins wide enough to allow space for written feedback from tutors. All work submitted for assessment MUST have attached to it the Faculty
Assignment Cover Sheet. This sheet must be read and signed. Essays without signed cover sheets will be deemed to have not been submitted until the cover sheets is signed.
Students MUST make themselves aware of the university expectations of students’ academic integrity and the severe penalties for plagiarism. These penalties will be imposed.
Estimated return date:
Assignments, with a grade and comprehensive written feedback, will be returned to students in the Week Nine tutorial
Criteria for marking:
Marking criteria will be published on Moodle in Week Four.
Significant instruction and discussion of the literature will occur in tutorials in the first four weeks of semester
Learning objectives assessed:
1. describe the theoretical foundations of human behaviour that are relevant to the practice of marketing
2. demonstrate an ability, using academic journals, to effectively research the theoretical bases of consumer behaviour
3. evaluate the main theories and concepts from the behavioural sciences relevant to marketing and discuss how they provide a basis for understanding individual, group and cultural influences on consumer behaviour
Submission details:
Assignments must be submitted, with a signed cover sheet and a marking criteria sheet firmly attached, by lodgement in the box outside room W1028 in the Menzies Building
(Building 11) at the Clayton campus. The box will be marked 'MKC2110 Assignments'.
Penalties for late lodgement:
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Assessment Requirements
Students will be penalised 10% of the total marks available for the assignment for every day or part thereof that the assignment is late.
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Assessment task 2
Title:
Multiple Choice Test
Due date:
This test will be undertaken in your allocated tutorial in Week 8
Details of task:
This is a closed-book multiple-choice test, to be completed in your scheduled tutorial time in Week 8. You must sit the test in the tutorial to which you are allocated by Allocate
Plus. The test will consist of 25 multiple choice questions and you have 45 minutes to answer them. The test will examine materials covered in the prescribed textbook and lectures Week 1 to Week 7.
Once you enter the tutorial room for the test, exam conditions apply. If you leave the tutorial room for any reason, you may not return.
Weighting/Value:
20%
Estimated return date:
Results will be notified in tutorials in Week 9
Learning objectives assessed:
3. evaluate the main theories and concepts from the behavioural sciences relevant to marketing and discuss how they provide a basis for understanding individual, group and cultural influences on consumer behaviour
4.illustrate the application of these concepts, theories and models in the influence, explanation and prediction of consumption behaviour
5.demonstrate an appreciation of how marketers use behavioural information in the design and development of marketing strategies
Examination(s)
•
Examination 1
Weighting:
50%
Length:
3 hours
Type (open/closed book):
Closed book
Electronic devices allowed in the exam:
None
Remarks:
The exam is a hurdle requirement for this unit. Students must achieve at least fifty per cent in total to pass a unit, including a mark of at least fifty per cent in the final invigilated examination.
The exam format will be a number of short essays. It is a closed book exam. Examples of the exam format will be placed on the MKC2110 Moodle site.
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Assessment Requirements
Learning resources
Monash Library Unit Reading List (if applicable to the unit) http://readinglists.lib.monash.edu/index.html
Feedback to you
Types of feedback you can expect to receive in this unit are:
• Informal feedback on progress in labs/tutes
• Graded assignments with comments
• Test results and feedback
Extensions and penalties
Students will be penalised 10% of the total marks available for the assignment for every day or part
thereof that the assignment is late.
Only after submission of a Special Consideration form, to the Chief Examiner, with appropriate supporting evidence, will a deadline extension be considered. Submission of an application does not guarantee an extension. Applications for extensions must be submitted as early as possible and in any event no later than 48 hours after the deadline.
Returning assignments
Assignments, with a grade and comprehensive written feedback, will be returned to students in the week
9 tutorial.
Referencing requirements
Harvard or APA style referencing is required.
Assignment submission
Hard copy submission
The assignment is to be deposited in the assignment box outside Room W1028, Menzies Building
(Building 11), before 9.00am, Tuesday 1 September, 2015.
Online submission
If Electronic Submission has been approved for your unit, please submit your work via the VLE site for this unit, which you can access via links in the my.monash portal.
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Assessment Requirements
Required Resources
Hoyer, W. D., D. J. MacInnis and R. Pieters, Consumer Behaviour, (Sixthedition), South Western,
Mason, USA, 2013
Prescribed text(s) and readings
Hoyer, W. D., D. J. MacInnis and R. Pieters, Consumer Behaviour, (Sixth edition), South Western,
Mason, USA, 2013
Recommended text(s) and readings
In addition to the prescribed text, there are numerous other text and journals relating to consumer / buyer behaviour. There is a list available on the MKC2110 Moodle site and this may be augmented from time to time.
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Other Information
Policies
Monash has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University’s academic standards, and to provide advice on how they might uphold them. You can find Monash’s Education Policies at: www.policy.monash.edu.au/policy-bank/academic/education/index.html
Key educational policies include:
• Student Academic Integrity Policy and Student Academic Integrity: Managing Plagiarism and
Collusion Procedures ;
• Assessment in Coursework Programs;
• Special Consideration;
• Grading Scale;
• Discipline: Student Policy;
• Academic Calendar and Semesters;
• Orientation and Transition; and
• Academic and Administrative Complaints and Grievances Policy.
Graduate Attributes Policy
http://www.policy.monash.edu/policy-bank/academic/ education/management/monash-graduate-attributes-policy.html
Student Charter
www.opq.monash.edu.au/ep/student-charter/monash-university-student-charter.html
Student services
The University provides many different kinds of support services for you. Contact your tutor if you need advice and see the range of services available at http://www.monash.edu.au/students
You can also access important information from the Faculty of Business and Economics current students page http://www.buseco.monash.edu.au/student/
Caulfield and Clayton students wishing to further develop English language skills in a fun group environment can join a Conversational English Program. You can access these programs at http://www.monash.edu/students/conversational-english/
Monash University Library
The Monash University Library provides a range of services, resources and programs that enable you to save time and be more effective in your learning and research. Go to www.lib.monash.edu.au or the library tab in my.monash portal for more information.
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Other Information
Moodle 2
All unit and lecture materials, plus other information of importance to students, are available through the virtual learning environment Moodle site. You can access Moodle via the my.monash portal.
Where to go for help
If you're stuck, confused or simply not sure how to approach Moodle, there are a number of Moodle resources that you can tap into.
Disability Liaison Unit
Students who have a disability or medical condition are welcome to contact the Disability Liaison Unit to discuss academic support services. Disability Liaison Officers (DLOs) visit all Victorian campuses on a regular basis.
• Website: http://www.monash.edu/equity-diversity/disability/index.html
• Telephone: 03 9905 5704 to book an appointment with a DLO;
• Email: dlu@monash.edu
• Drop In: Equity and Diversity Centre, Level 1, Building 55, Clayton Campus.
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