Develops an in-depth study of a number of concepts in consumer behaviour within the context of consumer culture.
|Paper title||Consumer Behaviour|
|Teaching period||Second Semester|
|Domestic Tuition Fees (NZD)||$829.65|
|International Tuition Fees (NZD)||$3,993.30|
- Two of (MART 201, MART 202, MART 203) or two of (MART 201, MART 210, MART 211, MART 212)
- Schedule C
- More information link
- View more information on the Department of Marketing's website
- Teaching staff
- Dr Shelagh Ferguson
Associate Professor Maree Thyne
- Teaching Arrangements
- Every week students must attend one 110-minute lecture and participate in one 50-minute tutorial when scheduled.
- Required readings are specified each week on Blackboard.
Recommended reading: Elizabeth Parsons and Pauline MacLaran (2009) Contemporary Issues in Marketing and Consumer Behaviour, 1st Edition, Butterworth Heinemann
- Course outline
- View the course outline for MART 329
- Graduate Attributes Emphasised
- Global perspective, Interdisciplinary perspective, Lifelong learning, Scholarship,
Communication, Critical thinking, Cultural understanding, Ethics, Environmental literacy,
Information literacy, Research, Self-motivation, Teamwork.
View more information about Otago's graduate attributes.
- Learning Outcomes
- Upon successful completion of this paper, you should be able to understand the role
that consumption plays in our everyday lives. Thus, the focus is on defining what
is meant by the term 'consumer culture' and acknowledging the importance of 'popular
culture'. Rather than being studied in their own right, various concepts from consumer
behaviour will be applied to aid in developing students' understanding of consumer
and popular culture. No definitive 'answers' are provided by the paper; rather, it
is exploratory in nature and aims to introduce a range of issues for discussion. It
is important, therefore, that students come to class having done some reading on the
week's topic and ready to participate in a class discussion. The assessments have
been developed to help students further recognise the role consumption plays in their
Overall, the emphasis of this paper on consumer behaviour is on the social and cultural implications of consumption and the role of consumer culture and popular culture in contemporary life. By the end of the paper, students should be able to:
- Critically assess the significance of consumer culture
- Debate the strengths and weaknesses of competing perspectives on the role of consumption in contemporary society
- Critical reasoning and analytical reflection
- Verbal, visual and written communication skills
- Informed and critical responses to academic literature
- The appropriate selection, collection, use and presentation of information