mkt5acd advanced consumer decisions
ADVANCED CONSUMER DECISION MAKING
MKT5ACD
2015
Credit points: 15
Subject outline
This subject is about understanding and anticipating the 'consumer' in all of us, and gaining an appreciation of the centrality of consumer behaviour insight to the marketing function and the development of successful/leading edge marketing strategies. This subject draws upon relevant theories and concepts derived from the Consumer Behaviour literature, as well as other related human behaviour disciplines such as psychology, sociology and anthropology. This subject equips the students, as current and future managers, with the knowledge and practice to develop insightful marketing strategies and make effective marketing decisions.
SchoolLa Trobe Business School
Credit points15
Subject Co-ordinatorGillian Sullivan Mort
Available to Study Abroad StudentsYes
Subject year levelYear Level 5 - Masters
Exchange StudentsYes
Subject particulars
Subject rules
PrerequisitesN/A
Co-requisitesN/A
Incompatible subjects MKT5CBE
Equivalent subjectsN/A
Special conditions There is an expectation that students will attend 80% of lectures. The University reserves the right to offer this subject in other modes including seminars, lectures, and block mode or modes using electronic technologies. When offered in different modes, assessment schemes may also be varied.
Learning resources
Readings
| Resource Type | Title | Resource Requirement | Author and Year | Publisher |
|---|---|---|---|---|
| Readings | Consumer Behaviour: implications for marketing strategy | Prescribed | Quester et al. (2010) | 6TH. EDN., MCGRAW HILL AUSTRALIA. |
Graduate capabilities & intended learning outcomes
01. Apply basic consumer behaviour theories
- Activities:
- Team project, individual presentation and exam
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
- Personal and Professional Skills(Ethical behaviour)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
02. Critically analyse product and makreting appeals in terms of consumer behaviour issues in a structured written report
- Activities:
- Team project, individual presentation and exam
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking)
- Literacies and Communication Skills(Writing,Speaking)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
- Personal and Professional Skills(Ethical behaviour)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
03. Identify, analyse and critically evaluate marketing appeals, theoretical ideas and consumer trends
- Activities:
- Team project, individual presentation and exam
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking)
- Literacies and Communication Skills(Writing,Speaking)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
- Personal and Professional Skills(Ethical behaviour)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
04. apply consumer behaviour theories to real world managerial challenges including strategy development
- Activities:
- Team project, individual presentation and exam
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking)
- Literacies and Communication Skills(Writing,Speaking)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
- Personal and Professional Skills(Ethical behaviour)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
05. Differentiate between ethical and unethical behaviours (a) by consumers and (b) by companies in their application of consumer behaviour concepts
- Activities:
- Team project, individual presentation and exam
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking)
- Literacies and Communication Skills(Writing,Speaking)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
- Personal and Professional Skills(Ethical behaviour)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
Subject options
Select to view your study options…
Melbourne, 2015, Week 16-23, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorClare D'Souza
Class requirements
SeminarWeek: 16 - 23
Twelve 3.0 hours seminar per day on weekdays during the day from week 16 to week 23 and delivered via face-to-face.
"Monday:28 April, 5 May, 12 May and 19 May Wed: 30 April, 7 May, 14 May and 21 May Fri: 2 May, 9 May, 16 May and 23 May"
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| In class test 2 hours | No feedback required unless student's specifically ask for this | 60 | 01, 02, 03, 04, 05 |
| One 1000 word individual presentation | Students learn how to improvise their own presentations | 10 | 01, 02, 03, 04, 05 |
| One 4000 word team project | Report: 1000 words equivalent per student | 30 | 01, 02, 03, 04, 05 |