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MART329 Consumer Behaviour

Develops an in-depth study of a number of concepts in consumer behaviour within the context of consumer culture.

Paper title Consumer Behaviour
Paper code MART329
Subject Marketing
EFTS 0.15
Points 18 points
Teaching period Semester 2 (On campus)
Domestic Tuition Fees (NZD) $912.00
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

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Two of (MART 201, MART 202, MART 203) or two of (MART 201, MART 210, MART 211, MART 212)
Schedule C
Teaching staff

Dr Shelagh Ferguson
Dr John Williams

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.

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 day-to-day lives.

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
Specific skills that will be developed throughout the paper include:
  • 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
This paper adopts an interactive approach to learning. To facilitate this, students are expected to complete required reading before coming to class as they will form the basis for class discussion.

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Semester 2

Teaching method
This paper is taught On Campus
Learning management system


Stream Days Times Weeks
A1 Thursday 10:00-11:50 28-34, 36-41


Stream Days Times Weeks
Attend one stream from
A1 Monday 11:00-11:50 29-30, 33-34, 37-38
A2 Tuesday 09:00-09:50 29-30, 33-34, 37-38
A3 Tuesday 11:00-11:50 29-30, 33-34, 37-38
A4 Wednesday 15:00-15:50 29-30, 33-34, 37-38
A5 Thursday 09:00-09:50 29-30, 33-34, 37-38