MART210 Consumer Behaviour

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.

Paper title	Consumer Behaviour
Paper code	MART210
Subject	Marketing
EFTS	0.15
Points	18 points
Teaching period	Semester 1 (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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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. (2018) Consumer Behaviour: Buying, Having Being. Pearson Education, Australia.

Student etext purchase link:

https://www.pearson.com/store/p/consumer-behaviour-buying-having-being-ebook/GPROG_A103000205613_learnernz-availability/9781488615757

      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 cultural influences and summarise different viewpoints on 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

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