mkg2402

MKG2402Consumer behaviour

Unit Guide

Semester 2, 2011

The information contained in this unit guide is correct at time of publication. The University has the rightto change any of the elements contained in this document at any time.

Last updated: 12 Jul 2011

Table of ContentsMKG2402 Consumer behaviour - Semester 2, 2011...............................................................................1

Mode of Delivery..............................................................................................................................1Workload..........................................................................................................................................1Unit Relationships............................................................................................................................1

Prerequisites........................................................................................................................1Prohibitions..........................................................................................................................1

Chief Examiner............................................................................................................................................1Campus Lecturer.........................................................................................................................................1

Gippsland.........................................................................................................................................1

Academic Overview...................................................................................................................................2Learning Objectives.........................................................................................................................2Graduate Attributes..........................................................................................................................2Assessment Summary.....................................................................................................................2

Hurdle Requirements...........................................................................................................2Second marking...................................................................................................................3Return of final marks............................................................................................................3Assessment criteria..............................................................................................................3

Teaching Approach.....................................................................................................................................3Feedback.....................................................................................................................................................3

Our feedback to You........................................................................................................................3Your feedback to Us........................................................................................................................4

Previous Student Evaluations of this unit....................................................................................................4Required Resources....................................................................................................................................4Recommended Resources..........................................................................................................................4

Unit Schedule.............................................................................................................................................7

Assessment Requirements......................................................................................................................8Assessment Tasks...........................................................................................................................8

Assessment task 1...............................................................................................................8Assessment task 2.............................................................................................................11

Examinations.............................................................................................................................................15Examination 1................................................................................................................................15

Assignment submission.............................................................................................................................15Hard copy submission...................................................................................................................15

Extensions and penalties...........................................................................................................................15Returning assignments..............................................................................................................................15Referencing requirements.........................................................................................................................16

Other Information....................................................................................................................................17Policies..........................................................................................................................................17Student services............................................................................................................................17Blackboard (MUSO).......................................................................................................................17

MKG2402 Consumer behaviour - Semester 2, 2011Behavioural concepts and theories relating to consumer behaviour and consumer decision makingprocess. Study of consumer behaviour influenced by individuals' socio-cultural factors such as family,social groups and group processes, social class, culture and subculture and consumers' individualfactors such as motivation and needs, perception, learning, personality and lifestyle attitudes. Overviewof organisational buying.

Mode of DeliveryGippsland (Off-campus)

Workload6 points, SCA Band 3, 0.125 EFTSL

This unit is valued at 6 points and requires 12 hours study each week. The total time commitmentexpected from students in this unit is 144 hours. This includes time spent in preparing for and completingassessment tasks, and time spent in general study, revision, and examination preparation. Off campusstudents should plan their schedules to allow for 12 hours of study every week throughout the studyperiod.

Unit Relationships

Prerequisites

Students must have passed MKW1120 or MKG1120 before undertaking this unit.

Prohibitions

MKW2111, MKC2110, MKW2402

Chief ExaminerRowan Kennedy

Campus Lecturer

Gippsland

Dr Chih ChaoCampus: GippslandEmail: [email protected]

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Academic Overview

Learning ObjectivesThe learning goals associated with this unit are to:

demonstrate a detailed understanding of the basic concepts of consumer behaviour1. describe how this knowledge can be used by marketers2. demonstrate ability to segment markets using consumer behaviour concepts/constructs3. identify and illustrate how these concepts can be used to explain the decisions buyers make inthe marketplace

4.

analyse the behaviour profiles of specific market segments and understand the basic aspects ofstrategy development as it applies to specific target groups

5.

explain and apply marketing communication in relation to consumer behaviour.6.

Graduate AttributesMonash prepares its graduates to be:

responsible and effective global citizens who:

engage in an internationalised worlda. exhibit cross-cultural competenceb. demonstrate ethical valuesc.

1.

critical and creative scholars who:

produce innovative solutions to problemsa. apply research skills to a range of challengesb. communicate perceptively and effectivelyc.

2.

Assessment Summary

Hurdle Requirements

There is a hurdle requirement in this unit.

The learning outcomes in this unit require students to demonstrate in the individual summativeassessment task a comprehensive understanding of the topics covered in the unit. This is demonstratedby the requirement that the student must attain a mark of at least 40% in the final summativeassessment task.

A student's final mark is normally the sum of the marks obtained in all of the individual assessment itemsin the unit. Where a student fails the unit solely because of failure to satisfy the hurdle requirement amark of 48 will be returned for the unit.

Refer to faculty website for full details:http://www.buseco.monash.edu.au/asg/agu/policies/methods-of-assess.html

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Second markingWhere an assessment task is given a fail grade by an examiner, that piece of work will be marked againby a second examiner who will independently evaluate the work, and consult with the first marker. Nostudent will be awarded a fail grade for an assessment task or unit without a second examiner confirmingthe 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 Boardof Examiners on the recommendation of the Chief Examiner taking into account all aspects ofassessment'.

The final mark for this unit will be released by the Board of Examiners on the date nominated in theFaculty Calendar. Student results will be accessible through the my.monash portal.

Assessment criteria

Assessment Criteria Grading Descriptors available at:http://www.buseco.monash.edu.au/esg/agu/policies/assessment.html.

Assessment Task Value Due Date

A critical review of consumer needs and motivations in relation to a specificbrand product

20 % Friday, Week 5

Market segmentation for a specific brand product. 30 % Friday, Week10

Examination 1 50 % To be advised

Teaching ApproachOff campus students are expected to work independently through the study materials on Blackboard,undertake learning activities, contribute to the Blackboard discussion forums and complete allassessments.Feedback

Our feedback to You

Types of feedback you can expect to receive in this unit are:

Graded assignments with comments Other: Group feedback on the strengths and weaknesses of assessed work (posted on theBlackboard site)

Academic Overview

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Your feedback to Us

Monash is committed to excellence in education and regularly seeks feedback from students, employersand staff. One of the key formal ways students have to provide feedback is through SETU, StudentEvaluation of Teacher and Unit. The University's student evaluation policy requires that every unit isevaluated each year. Students are strongly encouraged to complete the surveys. The feedback isanonymous and provides the Faculty with evidence of aspects that students are satisfied and areas forimprovement.

For more information on Monash's educational strategy, and on student evaluations, see:http://www.monash.edu.au/about/monash-directions/directions.htmlhttp://www.policy.monash.edu/policy-bank/academic/education/quality/student-evaluation-policy.html

Previous Student Evaluations of this unitIf you wish to view how previous students rated this unit, please go tohttps://emuapps.monash.edu.au/unitevaluations/index.jsp

Required ResourcesPrescribed text(s) and readings

Schiffman, L., Bednall, D., O'Cass, A., Paladino, A., Ward, S., & Kanuk, L. (2008). Consumerbehaviour(5th Ed.). Frenchs Forest, NSW: Pearson Education Australia.

(This text is available in Monash University Bookshops).

Essential reading:

The designated chapters from these texts have been digitised for you and are available from the UnitReading list which is hosted on the Monash Library website.

Babin, B. J. (2011). CB2 (student edition). South-Western, Cengage Learning. Chapter Two. Value andthe consumer behaviour framework (pp. 22-39).

Hoyer, W. D., & MacInnis, D. J. (2010). Consumer behavior (5th ed.). South-Western, CengageLearning. Chapter 18. Ethics, social responsibility, and the dark side of consumer behaviour andmarketing 9pp. 469-492.

Recommended ResourcesRecommended texts

East, R. (1997). Consumer behaviour : Advances and applications in marketing. New York : PrenticeHall.

Eunson, B. (2005). Communicating in the 21st century Enhanced ed. Milton, Qld. : John Wiley & Sons.

Evans, M. (2006). Consumer behaviour. Hoboken, NJ : John Wiley & Sons.

Hawkins, D. (2007). Consumer behavior : Building marketing strategy (10th ed.). Boston:McGraw-Hill/Irwin.

Academic Overview

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Hoyer, W. D., & MacInnis, D. J. (2010). Consumer behavior (5th ed.). South-Western, CengageLearning.

Kardes, F. R., & Cronley, M. L., Cline, T. W. (2011). Consumer behavior. South-Western Cengagelearning.

Mooij, M. K de. (2004). Consumer behavior and culture : Consequences for global marketing andadvertising, Thousand Oaks, Calif. : Sage Publications.

Neal, C. M. (2006). Consumer behaviour : Implications for marketing strategy (4th Enhanced ed.). NorthRyde, N.S.W: McGraw-Hill.

Peter, J. P., & Olsen, J. C. (2005). Consumer behaviour and marketing strategy(7th ed.). New York:McGraw-Hill.

Solomon, M. R. (2009). Consumer behavior : Buying, having, and being (8th ed). Upper Saddle River,N.J: Pearson Prentice Hall.

Solomon, M., Bamossy, G., Askegaard, S., & Hogg, M. (2006) Consumer behaviour : A Europeanperspective (3rd ed.). Harlow, England ; New York : Financial Times/Prentice Hall.

Recommended Articles

A list of additional articles can be accessed via the Unit Reading list. The articles listed have beenselected to provide students with an opportunity to expand their knowledge of consumer behaviour,particularly in contemporary settings. Although there is some overlap, the articles have been groupedunder the chapter headings associated with the prescribed text for this unit (Schiffman et al., 2007).

Library resources

The Monash University Library provides a range of services and resources that enable you to save timeand be more efficient in your learning and research at URL: http://www.lib.monash.edu.au or via theLibrary tab in the my.monash portal.

Blackboard (MUSO)

All unit and lecture materials, plus other information of importance to students, are availablethrough the MUSO (Monash University Studies Online) site. You can access MUSO via theMy.Monash Portal: http://my.monash.edu.au

Under Online Systems click the MUSO hyperlink

The Blackboard site contains the following information and learning resources:

Detailed student lecture notes; Weekly tutorial preparation sheets with directions to self-test questions; Preparation materials for assignments; Links to recommended reading list which contain many useful resources; A guide to the referencing system [APA format] to be used for your assignments; Practice short answer questions (see Revision Folder) Practice exam paper (see Revision Folder); An interactive student discussion forum; Other useful unit material and resources.

Academic Overview

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Using this site is a great way to quickly obtain the latest information concerning the delivery of the unit.

Academic Overview

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Unit ScheduleWeek Activities Assessment

0 Unit site may be viewed during orientation week.Teaching support begins in week 1

No formal assessment or activities areundertaken in week 0

1 Required Readings: Chapter 12 Required Readings: Chapter 3 & 43 Required Readings: Chapter 54 Required Readings: Chapter 65 Required Readings: Chapter 7 Assignment 1 due6 Required Readings: Chapter 27 Required Readings: Chapter 88 Required Readings: Chapter 9, 10, 119 Required Readings: Chapter 12 & 1310 Required Readings: Chapter 14 Assignment 2 due11 Required Readings: Chapter 1512 Required Readings: Chapter 16

SWOT VAC No formal assessment is undertakenSWOT VAC

Examination period LINK to Assessment Policy:http://policy.monash.edu.au/policy-bank/academic/education/assessment/assessment-in-coursework-policy.html

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Assessment Requirements

Assessment Tasks

Assessment task 1

Title:A critical review of consumer needs and motivations in relation to a specific brand product

Due date:Friday, Week 5

Details of task:Specific Assignment Instructions

1. Assignment one is a structured essay. You are required to follow the Q Manual

Guidelines (see Chapters 4 and 5, available at the following URL:

http://www.buseco.monash.edu.au/publications/qmanual/). In addition, you mustprovidean abstract that contains the key points from your essay.

2. You are required to select one of the offerings listed below (the will be no exceptions tothis list).

Product offerings: Select ONE of the following offerings which you will use in both

Assignments 1 and 2

(i) canned/bottled fruit; (ii) female dress shoes; (iii) motorcycle

Once you have selected a particular product offering from the above list, you will need toselect one specific brand product that is related to this offering. It is often best to read theinstructions for both Assignments 1 & 2 before you settle on your brand product.

3. Essay Topic: A critical review of consumer needs and motivations in relation to aspecific brand product.

This assessment task is designed to develop your understanding of the ways in whichneeds and motivations can influence consumption patterns. To complete this assignment,you will require a sound understanding of Chapter 3 of your prescribed textbook.

4. Abstract:You are required to provide a summary of the key points/arguments from youressay. Remember, an abstract is not a plan of what you intend to do and therefore shouldnot read like an essay plan. Rather, your abstract must provide the reader with a concisesummary of the key points (arguments) that you have raised in your actual essay. Yourabstract may be up to a page in length (single spacing). You are required to read thetips sheet on the Blackboard site when preparing your abstract.

5. Introduction:In this section you will: (i) state the purpose of the essay; (ii) provide thereader with a concise description of the product category and then narrow down to aconcise description of your selected brand product; and (iii) provide a brief statementoutlining the areas to be covered in the rest of the essay.

6. Main sections of the essay:You need to discuss the potential needs and motivations

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of consumers in relation to your selected brand product. Your analysis should address thelink between generic goals and product-specific goals. You will also need to discusswhether consumers are likely to be rationally or emotionally motivated in their purchasedecision. Finally, you will need to critically evaluate the potential ways in which currentmarketing campaigns for your selected brand product utilise arousal of motives.

You must show that you can explain the core theoretical concepts in your own words andyou must appropriately reference your statements. You may refer the reader tosupporting evidence (e.g., advertisements / brochures / screen shots from websites andso on). You may find the Business Source Premier database useful in providingbackground information. You may also find relevant industry reports and the UnitReading list helpful.

7.Conclusion:The conclusion should show the reader that you have a soundunderstanding of the ways in which consumer needs and motivation can influenceconsumer decision making and product choice. In your conclusion, you must also providea recommendation as to whether or not the company should use positive and/ornegative motivation when marketing the product that you have selected.

8. References: It is expected that you will cite at least 10 sources that are a combinationof journals, trade press, textbooks, websites, and newspaper articles. Do not citeWikipedia.

9. Back-up of assignment / unit work. Each semester considerable distress results fromstudents losing work because of computer/disk/USB/iPod failures. You are required tobackup your work frequently to prevent loss of work through technological failure (e.g.,corrupted USB memory sticks). Remember that you can backup your work in multipleways (e.g., email a copy to yourself + store it on a memory stick + store it on your harddrive + copy to a rewritable CD).

Requests for extensions of time based on loss of work WILL NOT be accepted.Word limit:

1200 words maximum. This word count does not cover the title page, abstract, orreferences. You must provide an accurate word count on your Title Page + Cover Sheet.Marks will be deducted if the maximum length is exceeded, i.e. more than 1200 words. Allstudents must complete and submit the Assignment Preparation Checklist with theirassignment.

Weighting/Value:20 %

Presentation requirements:Assignment one is a structured essay. You are required to follow the Q ManualGuidelines (see Chapters 4 and 5, available at the followingURL:http://www.buseco.monash.edu.au/publications/qmanual/).

Presentation of your assignments

As writing and presenting written work is a critical aspect of marketing practice, it isexpected that you will prepare and present each assignment (assignment one and two) ina professional manner. This means that you must PROOF READ your assignment forspelling and grammar mistakes prior to submission. It also means that your written workmust be well laid out. Think about how you can make your work look aestheticallypleasing to the reader.

(i) Faculty Style Guide


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Work submitted for this assessment must follow the Faculty Style as outlined in theFaculty Q Manual. Copies of this Manual can be obtained at the bookshop or on line at

http://www.buseco.monash.edu.au/publications/qmanual/

Note: You are required to use the APA referencing format for this assignment. Marks willbe deducted if you do not use this style of referencing. The Blackboard site hasinformation outlining the Monash University library links to information on this referencingformat. Please also refer to the new version of the Q manual.

(ii) You are to provide a list of your references (i.e., not a bibliography). Please ensure thatall references cited in text are listed in your references and vice versa. Please ensure thatyou have appropriately acknowledged the sources that you used to formulate yourstatements.

(iii) Staple assignment in the top left hand corner. You do not need to use presentationfolders.

(iv) All pages of your assignments should be numbered appropriately (see Q manual).

(v) Use double spacing and Times New Roman 12 point.

Margins must be 3 cm left and right sides to facilitate the inclusion of feedback. Tofacilitate marking, please do not print double sided.

(vi) Fully justify your text.

(vii) Do not use American spelling (e.g., use colour instead of colour, and authoriseinstead of authorize).

(viii) Ensure that any tables/figures are correctly labelled and numbered.

(ix) Ensure that ALL subheadings are numbered and informative (i.e., do not use asubheading titled body of report).

(x) You are required to keep a copy of each assignment that you submit in case you areasked to resubmit your work. This copy must be retained until the results of this unit arefinalised.

Estimated return date:Assignment received from off-campus students will be returned through OCLC within 3weeks from the date of receipt.

Learning objectives assessed:Assignment 1 (tests unit objectives 1, 3, and 5)

1. demonstrate a detailed understanding of the basic concepts of consumer behaviourdescribe how this knowledge can be used by marketers.

3. Identify and illustrate how these concepts can be used to explain the decisions thatbuyers make in the marketplace.

5. Explain and apply marketing communication in relation to consumer behaviour.


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Assessment task 2

Title:Market segmentation for a specific brand product.

Due date:Friday, Week 10

Details of task:Type of Assessment: Business report

This assignment will take the form of a business report. As such, you are expected tofollow the format laid out in the Q manual.

Background information: Business reports are an important tool in a decision makingprocess. A manager may commission a number of people to write reports on the sametopic area in order to seek diversity of opinion in relation to a particular issue. Reports arelikely to be tabled to people who may not have detailed experience or knowledge of thetopic but who will be involved in the decision making process for the issue at hand.Managers therefore want concise information. They seek information that tells them whatthey need to know and why they need to know it. As such, managers do not have time toread rambling reports. They want the writer to present key information, detail why it is keyinformation, and then tie the key information back to the question at hand. Thisbackground information is applicable to profit and non-profit organisations.

Specific Assignment Instructions

In Assignment One you identified a specific brand product. You will now proceed to profilethe potential consumers for this brand product. This assignment will require you to apply,where appropriate, detailed information about: (i) market segmentation; (ii) profiling ofmarket segments; (iii) identification of a primary target audience; (iv) discussion of howreference groups may influence the decision making process and product selection; (v)Influence of message framing on buyer behaviour; and (vi) Influence of advertisingappeals on buyer behaviour. With respect to this last point, you will need to have a soundunderstanding of the use of humourin marketing communication.

In essence, you will need to draw upon the knowledge of consumer behaviour concepts,definitions, and theories that you have acquired from reading Schiffman et al. (2008) andthe additional knowledge you have gained from lectures and tutorials.

You must also have thoroughly read and completed the marketsegmentationhandout given to students during the Market segmentation lecture inWeek 6.

By the end of this assignment you should have developed a detailed, complex, andtheoretically substantial profile of the target market linked to your particular brand product.

There are eight parts to this assignment.

Part 1. Executive Summary (you will write this last). This is a summary of the report that isgiven to the executive. It contains the key points from your actual report. If a CEO tore thispage out, there should be sufficient information to tell them the key findings (or points)from each section of your report. The executive summary should also contain a summaryof key recommendations and summarise why these are important to implement. You arerequired to read the Q Manual requirements for an executive summary AND to readthehow to write an executive summary document available on the Blackboard site.


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Remember, it is a concise summary of your key findings NOT a plan of your report! Itshould be no more than one (1) page in length.

Part 2. In this section, you are required to state the purpose/objective of writing the report.Next, you are required to provide a brief background information section which shouldinclude information about key industry trends. For example, is themarketgrowing/contracting/stable? What are the current consumer trends in relation to theoverall product category? Are there any political, social, technological, and/orenvironmental factors that are likely to impact on the product category in the foreseeablefuture? Finally, how has the company marketed your selected brand product so thatconsumers feel that they are getting value for money? Information collected for thissection should be used as evidence to support the following sections of your work. Pleaseremember to cite your sources!

To complete this section, you will need to know how to use the Monash Library Businessand Economics databases (e.g., IBIS; Euromonitor [accessed via Global MarketInformation Database see Passport GMID]; Datamonitor research store; Business Source

Premier, and MINT Global [Australian Campuses only]). If you cannot use thesedatabases then please speak to the library staff.

Finally, this section of your report should include: Scope; Methodology; Assumptions;Limitations; and Plan (see your Q Manual Section 7.2.1.)

Part 3. This section draws upon Lecture 6 (market segmentation) and the Week 7 tutorialon this concept. You are expected to have read AND completed the market segmentationhandout BEFORE attempting this section of your assignment. Completing the handoutmeans actually answering the questions! It will also require that you think about how youcan visually represent your three market segments. You will be required to summariseyour information in a pictogram or diagram. Remember, being able to succinctly presentinformation is a highly sought after graduate skill!

**You are strongly advised to utilise the Business Source Premier database in yourbackground research on consumer trends. The goal is for you to understand what types ofconsumers may be interested in your brand product and what they are seeking when theypurchase your brand product.

Once you have completed the segmentation handout, you must segment the market usinga minimum of three (3) segmentation bases. One of these segmentation bases must bebenefit sought (see Table 2.2. p. 37 of your prescribed text). You are required toprovide the rationale for your choice of segmentation bases. During this segmentationprocess, you must identify and describe at least three (3) potential groups of consumers

(i.e., market segments).

Once you have discussed the profile of each of your identified consumer groups (i.e.,market segments), you must summarise this information into a diagram or pictogram.

Again, good presentation skills are expected. As marketing students, this is an opportunityto show your skills in communicating your ideas to the reader in novel ways.

Finally, you will select one (1) of these consumer groups as your primary target audience(i.e., primary target segment). You must justify your selection. (Hint - Remember the keycriteria for selecting a target audience).


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Part 4. Briefly describe the positioning strategy that the company uses with respect toyour selected brand product. Who are the major competitors in relation to your selectedbrand product? Answering this question will help you to construct a perceptual map.

You are required to use a labelled perceptual map to demonstrate how target consumersmay see this brand product as compared to its main direct competitors. Hand drawndiagrams are unacceptable. If you have problems then you need to attend a library tutorialOR you can utilise the many online training guides. Remember to discuss your perceptualmap. Do not just provide a diagram!

Part 5. Analyse the potential behaviour of your identified primary target audience inrelation to the following external factors:

(i) how reference groups may influence the decision making process and productselection;

(ii) the influence of message framing on buyer behaviour; and

(iii) the influence of advertising appeals on buyer behaviour. With respect to this last point,

You must also discuss whether the company should use humour as an advertising(message) appeal when promoting the brand product.

Part 6. Provide clear recommendations outlining what you believe the company should doin 2011 with respect to your particular selected product offering.

Your recommendations need to address:

(i) the positioning of the product;

(ii) product packaging; and

(iii) the media channels used to communicate marketing messages to consumers.

Remember to link this content back to your primary target audience.

Part 7. References: All materials (articles, advertising, trade press, newspapers, websites,and statistical information) should be referenced in your report. Because of the nature ofthis assignment, it is difficult to be prescriptive about the number of references required tofulfil the tasks outlined. You should provide a range of references and avoid over-relianceon a small number of sources. Failure to adequately reference your statements will resultin loss of marks.

Part 8. Presentation of the report.Word limit:

3000 words maximum. This word count excludes your list of references and yourexecutive summary. You must provide an accurate word count on your Title Page + CoverSheet.

Weighting/Value:30 %

Presentation requirements:Presentation of your assignment


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Presenting written work is a critical aspect of marketing practice. As such, you arerequired to prepare and present this report in a professional manner. You must PROOFREAD your report and ensure that it is well formatted.

(i) Faculty Style Guide

Work submitted for this assessment must follow the Faculty Style as outlined in theFaculty Q Manual. Copies of this Manual can be obtained at the bookshop or on line athttp://www.buseco.monash.edu.au/publications/qmanual/

Note: You are required to use the APA referencing format for this assignment. Marks willbe deducted if you do not use this style of referencing. The Blackboard site hasinformation outlining the Monash University library links to information on this referencingformat. Please also refer to the new version of the Q manual.

(ii) You are to provide a list of your references (i.e., not a bibliography). Please ensure thatall references cited in text are listed in your references and vice versa. Please ensure thatyou have appropriately acknowledged the sources that you used to formulate yourstatements.

(iii) Staple assignment in the top left hand corner. You do not need to use presentationfolders.

(iv) All pages of your assignments should be numbered appropriately (see Q manual).

(v) Use double spacing and Times New Roman 12 point. Margins must be 3 cm left andright sides to facilitate the inclusion of feedback. To faciliate marking, please do not printdouble sided.

(vi) Fully justify your text.

(vii) Do not use American spelling (e.g., use colour instead of color, and authoriseinstead of authorize).

(viii) Ensure that diagrams/figures are correctly labelled and numbered

(ix) Ensure that ALL subheadings are numbered and informative (i.e. do not use asubheading titled body of report).

(x) You are required to keep a copy of each assignment that you submit in case you areasked to resubmit your work. This copy must be retained until the results of this unit arefinalised.

Estimated return date:Assignment received from off-campus students will be returned through OCLC within 3weeks from the date of receipt.

Learning objectives assessed:Assignment 2 (tests Unit Objectives 1-5).

Demonstrate a detailed understanding of the basic concepts of consumerbehaviour describe how this knowledge can be used by marketers.

1.

Demonstrate ability to segment markets using consumer behaviourconcepts/constructs.

2.

Identify and illustrate how these concepts can be used to explain the decisions thatbuyers make in the marketplace.

3.


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Analyse the behaviour profiles of specific market segments and understand thebasic aspects of strategy development as it applies to specific target groups.

4.

Explain and apply marketing communication in relation to consumer behaviour.5.

Examinations

Examination 1

Weighting:50 %

Length:3 hours

Type (open/closed book):Closed book

Electronic devices allowed in the exam:None

Assignment submission

Hard copy submission

Assignments must include a cover sheet. The coversheet is accessible via the Monash portal pagelocated at http://my.monash.edu.au under the heading Learning and teaching tools. Please keep a copyof tasks completed for your records.

Off-campus assignments must arrive at the OCLC by the Due Date. Students who are locatedoutside Australia have the option to email or fax their assignments (03 990 26578 or 0351 226578) on orbefore the due date. Students living within Australia can also fax their assignments to the OCLC by closeof business on the due date. Please note that assignments that are received after the due date will besubject to late penalties and postage time or postage delays are not grounds for extension (see below).

Extensions and penaltiesA maximum penalty of 10% of the mark allocated to the assessment task will be deducted for each daythat the assessment is late. This includes days in the weekend.

For information regarding extensions of time, please refer tohttp://www.buseco.monash.edu.au/asg/agu/policies/written-assign.html#extoftime

To apply for an extension to an assignment see:

http://www.buseco.monash.edu.au/student/exams/speccon.html

Returning assignmentsAssignment received from off-campus students will be returned through OCLC within 3 weeks from thedate of receipt.


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Referencing requirementsQ Manual

Note that the Q Manual uses the reference format specified by the AmericanPsychologicalAssociation (APA). Detailed information regarding this referencing system is alsoavailable on the MKW2402 Unit Blackboard website.

You are required to read the Q Manual and familiarise yourself with what constitutes plagiarism.

You are required to cite the source of the ideas, statistics, direct quotations, and general information thatyou use to prepare your written assignments. When you are summarising or paraphrasing content fromjournals/newspapers/magazines/tradepress/websites/ and other media sources such aspodcasts/vodcasts you must remember to cite these sources.

Why Referencing is Important

(i) It is good professional and ethical conduct to always give due credit to those people whose work youhave borrowed.

(ii) It is an element of good communication to ensure that your readers can expand their understandingof your writing by accessing the same sources you have used to formulate your thoughts.

(iii) Organisations have written and/or implied rules of behaviour with respect to how they want internaland external communications to be formatted. For example, in an academic organisation the intellectualproperty of other researchers and writers is highly valued. Citing their work is a way of acknowledgingtheir contribution to scholarship.

If after reading this material, you have questions about what constitutes plagiarism then seek assistancefrom the learning skills staff (Monash Library) or your Unit Presenter/Tutor. Remember, failure toappropriately reference your sources leaves you open to claims of plagiarism.


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Other Information

PoliciesMonash has educational policies, procedures and guidelines, which are designed to ensure that staff andstudents are aware of the University's academic standards, and to provide advice on how they mightuphold them. You can find Monash's Education Policies at:http://policy.monash.edu.au/policy-bank/academic/education/index.html

Key educational policies include:

Plagiarism(http://www.policy.monash.edu/policy-bank/academic/education/conduct/plagiarism-policy.html)

Assessment(http://www.policy.monash.edu/policy-bank/academic/education/assessment/assessment-in-coursework-policy.html)

Special Consideration(http://www.policy.monash.edu/policy-bank/academic/education/assessment/special-consideration-policy.html)

Grading Scale(http://www.policy.monash.edu/policy-bank/academic/education/assessment/grading-scale-policy.html)

Discipline: Student Policy(http://www.policy.monash.edu/policy-bank/academic/education/conduct/student-discipline-policy.html)

Academic Calendar and Semesters (http://www.monash.edu.au/students/key-dates/); Orientation and Transition (http://www.infotech.monash.edu.au/resources/student/orientation/);and

Academic and Administrative Complaints and Grievances Policy(http://www.policy.monash.edu/policy-bank/academic/education/management/complaints-grievance-policy.html)

Student servicesThe University provides many different kinds of support services for you. Contact your tutor if you needadvice and see the range of services available at www.monash.edu.au/students

The Monash University Library provides a range of services and resources that enable you to save timeand be more effective in your learning and research. Go to http://www.lib.monash.edu.au or the librarytab in my.monash portal for more information.

Students who have a disability or medical condition are welcome to contact the Disability Liaison Unit todiscuss academic support services. Disability Liaison Officers (DLOs) visit all Victorian campuses on aregular basis

Website: http://adm.monash.edu/sss/equity-diversity/disability-liaison/index.html; Telephone: 03 9905 5704 to book an appointment with a DLO; Email: [email protected] Drop In: Equity and Diversity Centre, Level 1 Gallery Building (Building 55), Monash University,Clayton Campus.

Blackboard (MUSO)All unit and lecture materials, plus other information of importance to students, are available through theMUSO (Monash University Studies Online) site. You can access MUSO via the My.Monash Portal:http://my.monash.edu.au

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You can contact MUSO Support by:Jobdesk: http://jobdesk.monash.edu.au/login/index.cfm?jobdesk_id=14Email: [email protected]: (+61 3) 9903-1268

Further information can be obtained from the following sitehttp://www.monash.edu.au/muso/support/index.html

Other Information

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Table of ContentsMKG2402 Consumer behaviour - Semester 2, 2011Mode of DeliveryWorkloadUnit RelationshipsPrerequisitesProhibitions

Chief ExaminerCampus LecturerGippsland

Academic OverviewLearning ObjectivesGraduate AttributesAssessment SummaryHurdle RequirementsSecond markingReturn of final marksAssessment criteria

Teaching ApproachFeedbackOur feedback to YouYour feedback to Us

Previous Student Evaluations of this unitRequired ResourcesRecommended Resources

Unit ScheduleAssessment RequirementsAssessment TasksAssessment task 1Assessment task 2

ExaminationsExamination 1

Assignment submissionHard copy submission

Extensions and penaltiesReturning assignmentsReferencing requirements

Other InformationPoliciesStudent servicesBlackboard (MUSO)

Documents

mkg2402