24202 Customer Behaviour
UTS: Business: MarketingCredit points: 6 cp
Subject level: Undergraduate
Result Type: Grade and marksRequisite(s): 24108 Marketing Foundations
These requisites may not apply to students in certain courses.
There are also course requisites for this subject. See access conditions.
Handbook description
Effective marketing builds on an in-depth understanding of how customers behave and what they experience. This subject develops knowledge and skills to link theories of customer behaviour to marketing decision making. It provides approaches that allow marketers to make informed decisions about the design and implementation of marketing strategies that are influenced by and, in turn, affect customer behaviour and experiences.
Subject objectives/outcomes
On successful completion of this subject students should be able to:
- Understand theoretical foundations of customer behaviour & customer experiences.
- Apply customer behaviour theories, frameworks and concepts to managerial marketing decision contexts.
- Work more effectively in teams to develop interpersonal, leadership and communication skills.
- Present more effectively in an informal and formal manner the findings of the group work components.
Contribution to graduate profile
Effective marketing builds on an in-depth understanding of how customers behave and what they experience. This subject develops knowledge and skills to link theories of customer behaviour to marketing decision making. It provides approaches that allow marketers make informed decisions about the design and implementation of marketing strategies that are influenced by and, in turn, affect customer behaviour and experiences.
Teaching and learning strategies
The subject is based on dynamic and interactive lecture and workshop sessions. It is taught through a combination of lectures and workshops. The lectures involve critical debate; and the workshops are built around in-class exercises and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS web-based communication tool (UTSOnline Course Information) will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.
Content
The subject will address topics like the following:
- Consumer attention and comprehension, memory, judgment, & choice
- Approaches to persuasion: message-learning, cognitive, self-persuasion, & social influence
- Marketing practice & customer behaviour
- Managerial decision making in marking
Assessment
Assessment item 1: Mid-semester exam(Individual)
| Objective(s): | 1, 2 |
| Weighting: | 30% |
| Task: | This addresses objectives 1 and 2. |
Assessment item 2: Project Report(Group)
| Objective(s): | 1-4 |
| Weighting: | 30% |
| Task: | This addresses objectives 1, 2, 3 and 4. |
Assessment item 3: Final Exam (Individual)
| Objective(s): | 1, 2 |
| Weighting: | 40% |
| Task: | This addresses objectives 1 and 2. |
Required text(s)
Neal, C. M., Quester P., Hawkins, D., Pettigrew, S., & Davis, T. (2008) Consumer Behaviour: Implications for Marketing Strategy, 6th Australasian Edition, McGraw-Hill, Sydney.
Guide to Writing Assignments, Faculty of Business, University of Technology, Sydney. This guide is available online from the Faculty of Business website.
Indicative references
Students are encouraged to read Hugh Mackay's works. Mackay is also a regular commentator for the Sydney Morning Herald and ABC Radio 702. He is one of our leading sociologists and his work has key consumer and marketing implications.
Academic journals
Journal of Marketing (US)
Journal of Applied Psychology
Journal of International Marketing Journal of Retailing (US)
Journal of International Consumer Marketing
Journal of Business Research
Australasian Journal of Marketing Psychology and Marketing
Journal of Consumer Behaviour (US)
Journal of Advertising (US)
Journal of Consumer Research
Journal of Advertising Research
Non-academic resources
Business Review Weekly
Australian Business Monthly
AdNews
B&T Weekly
Retail World
Note: These may be useful sources for your project, but they are NOT academic sources.
Websites
Association for Consumer Research www.acrwebsite.org
Business Review Weekly www.brw.com.au
Business Week Online www.businessweek.com
The Australian Financial Review www.afr.com.au
The Australian www.theaustralian.news.com.au
Sydney Morning Herald www.smh.com.au
The Australian Marketing Institute www.ami.org.au
The Marketing Research Society of Australia www.mrsa.com.au
The Press Release Centre www.pressrelease.com.au
The Advertising Federation of Australia www.afa.org.au
The Australian Association of National Advertisers www.aana.com.au
AdNews www.adnews.com.au
B&T Weekly www.bandt.com.au
The Australian Direct Market Association www.adma.com.au
The Public Relations Institute of Australia www.pria.com.au
The Australian Competition and Consumer Commission www.accc.gov.au
The Australian Bureau of Statistics www.abs.gov.au
Euromonitor International — a great source! Euromonitor International is the world's leading provider of global consumer market intelligence and has been publishing research on international markets for over 32 years. Available via the library databases.
