Red X iconGreen tick iconYellow tick icon

    Overview

    An in-depth examination of consumer behaviour, including psychological, sociological, and individual characteristics influencing consumer behaviour and the relationship between business, consumers and global consumption.

    About this paper

    Paper title Consumer Behaviour
    Subject Marketing
    EFTS 0.15
    Points 18 points
    Teaching period Semester 1 (On campus)
    Domestic Tuition Fees ( NZD ) $993.75
    International Tuition Fees Tuition Fees for international students are elsewhere on this website.
    Prerequisite
    MART 112
    Schedule C
    Commerce
    Contact

    cathie.child@otago.ac.nz

    Teaching staff

    Professor Rob Aitken
    Associate Professor Leah Watkins

    Paper Structure

    Lecture topics include:

    • World of consumers
    • Perception and sensation
    • Learning and memory
    • Motivation and values
    • Legislation/codes
    • The self, personality, lifestyles
    • Attitudes and persuasion
    • Decision making
    • Group influences on consumer buying
    • Cultural influences on consumer buying
    • Consumers and sub-cultures
    • The global consumer
    Teaching Arrangements
    Students must attend two 50-minute lectures every week and one 50-minute tutorial when scheduled.
    Textbooks

    Recommended Text: Solomon, M., Russell-Bennett, R., and Previte, J. (2019) Consumer Behaviour: Buying, Having, Being. (4th or 5th edition). Pearson Education, Australia.

    Student etext purchase link:

    https://www.pearson.com/store/p/consumer-behaviour-buying-having-being/P200000008537/9780655703396

    Additional readings will also be provided on each topic throughout the paper.

    Course outline

    View the course outline for MART 210.

    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

    Students who successfully complete this paper will:

    • Critically examine psychological and sociological factors influencing consumer behaviour
    • Describe and discuss the relationship between business, consumers and global consumption
    • Critically examine marketing's impact on consumers
    • Examine the relationship between culture, marketing and consumer behaviour
    • Develop and apply information literacy skills and conduct a critical review of consumer behaviour research literature
    • Demonstrate teamwork and professional oral and written presentation skills

    Timetable

    Semester 1

    Location
    Dunedin
    Teaching method
    This paper is taught On Campus
    Learning management system
    Blackboard

    Lecture

    Stream Days Times Weeks
    Attend
    A1 Monday 10:00-10:50 9-16, 18-22
    Tuesday 11:00-11:50 9-16, 18-22

    Tutorial

    Stream Days Times Weeks
    Attend one stream from
    A1 Monday 12:00-12:50 11, 15, 19-20
    A2 Tuesday 10:00-10:50 11, 15, 19-20
    A3 Wednesday 13:00-13:50 11, 15, 19-20
    A4 Tuesday 15:00-15:50 11, 15, 19-20
    A5 Monday 13:00-13:50 11, 15, 19-20
    A6 Tuesday 16:00-16:50 11, 15, 19-20
    A7 Wednesday 14:00-14:50 11, 15, 19-20
    A8 Thursday 10:00-10:50 11, 15, 19-20
    A9 Wednesday 11:00-11:50 11, 15, 19-20
    A10 Monday 16:00-16:50 11, 15, 19-20
    Back to top