Australian School of Business School of Marketing

Transcription

1 Australian School of Business School of Marketing GENC 6002 MARKETING AND THE CONSUMER COURSE OUTLINE SESSION 2, 2009 Marketing and the Consumer, GENC 6002

2 TABLE OF CONTENTS 1. STAFF CONTACT DETAILS 1 2. COURSE DETAILS Teaching Times and Locations Units of Credit Summary of Course Course Aims and Relationship to Other Courses Student Learning Outcomes 1 3. LEARNING AND TEACHING ACTIVITIES Approach to Learning and Teaching in the Course Learning Activities and Teaching Strategies 2 4. ASSESSMENT Formal Requirements Assessment Details Assessment Format Assignment Submission Procedure Late Submission 3 5. ACADEMIC HONESTY AND PLAGIARISM 3 6. COURSE RESOURCES 4 7. COURSE EVALUATION AND DEVELOPMENT 5 8. STUDENT RESPONSIBILITIES AND CONDUCT Workload Attendance Special Consideration and Supplementary Examinations General Conduct and Behaviour Occupational Health and Safety Keeping Informed 6 9. ADDITIONAL STUDENT RESOURCES AND SUPPORT COURSE SCHEDULE 8 Marketing and the Consumer, GENC 6002

3 1. STAFF CONTACT DETAILS Lecturer: Burford Consultation time: Wednesday: 2pm 3pm Location: Quad Building; Room 3013 Contact ph: COURSE DETAILS 2.1 Teaching Times and Locations Lecture / Seminar: Thursday 9:00am 11:00 am, CLB 3 For contact outside of lectures, please use the above-listed details. I will be available for consultation at the specified times. If you require contact outside of this time, please or phone with your question or to arrange an alternate and mutually suitable consultation arrangement. Make sure you include your name, student number and the course, as I teach on several courses. Please note: I encourage you to post your queries on the WebCT.Vista site for Genc This allows other students to respond as they often have similar queries. 2.2 Units of Credit Genc credit point subject. It is a General Education subject. 2.3 Summary of Course This course gives a brief introduction to marketing from the consumer perspective. The course touches on various aspects of consumer behaviour and how marketing seeks to understand that behaviour. 2.4 Course Aims and Relationship to Other Courses This subject aims to give students an understanding of the relationship between what businesses and marketers do for the consumer and for society on the one hand and what consumers bring to the market and what they seek and obtain from it on the other hand. After all we all market and consume on a daily basis. 2.5 Student Learning Outcomes Knowledge related objectives a. To understand what marketers do and why. b. To introduce aspects of consumer behaviour how and why consumers buy and how they respond to marketing programs. c. To understand the relationship between marketing and society including the desirable and undesirable impact of marketing activity, on the consumer and on society. d. To study the ethical issues in marketing; to examine the role of government; public policy and consumer organizations in shaping ethical behaviour of marketers and consumers. Student skills and aptitude development objectives a. To provide an opportunity to think about their own behaviour as consumers. b. To provide an opportunity to hone written and oral communication; to engage in group (peer) learning. Marketing and the Consumer, GENC

4 c. To foster responsible, productive, open-minded, and enlightened citizens in the marketplace. 3. LEARNING AND TEACHING ACTIVITIES 3.1 Approach to Learning and Teaching in the Course Within marketing practice there is a high level of team work. A marketing manager needs to be flexible, creative and thorough. Above all they need to have an ability to work cooperatively, as the delivery of a product requires both coordination and collaboration from within the organization and with other external players in the market. To this end there will be a significant level of group-work in this course. Student involvement has a strong link to learning outcomes - so active participation and a positive attitude is encouraged. My philosophy on teaching is one of involvement and mutual respect. We are all consumers so can contribute to the learning of others through the sharing of our experiences. 3.2 Learning Activities and Teaching Strategies Students will be expected to be actively involved in their learning. Some of the lecture time will be used to present and explain some of the more complex concepts that the student will encounter in their research and reading. Material will be presented in a variety of ways: video; slides; class activities. Students will help support their peers learning through presentation of their assigned topics. To achieve this students will need to read widely (not just from the recommended text) as issues relating to consumers draw from many disciplines. The content of the course will be examined through two multiple choice and short answer quizzes. The project will enable students to delve deeply into a particular aspect of the consumer. The lecturer s role is to help students to manage the learning process and to structure their work. 4. ASSESSMENT 4.1 Formal Requirements In order to pass this course, you must: achieve a composite mark of at least 50; make a satisfactory attempt at all assessment tasks (see below); and have attended at least 80% of lectures (or you will be unable to sit the final assessment); and gained more than 50% in the quiz component (or a UF or F grade will be awarded). Marketing and the Consumer, GENC

5 4.2 Assessment Details Please see separate details for topic schedule, assessment requirements and the marking criteria. These will be made available as required. Group work: (research, planning, cooperation and communication skills) o Seminar presentation (Groups of 4) 20% Weeks 4 to 8 o Consumer Issue Project (Groups of 4) 30% Weeks 3 to 11 Individual work: (application of consumer behaviour concepts and issues) o Attendance and participation in class activities 10% All weeks Quiz Component: o Quiz 1 - Week 3 10% o Quiz 2 Week 9 10% o Quiz 3 - Week 12 20% Total 40% 4.3 Assessment Format A separate guide to the assessment in this course will be provided. This will detail the aims and specify in detail the requirements for each task. 4.4 Assignment Submission Procedure Please note any assessment work will need to have a School of Marketing Cover Sheet signed by each individual claiming a contribution to the work (note you cannot sign for another group member!). All work has to be sufficiently and adequately referenced. All work to be submitted to the lecturer in the designated lecture. Please see separate assessment guides for further details. 4.5 Late Submission All assessment tasks need to be submitted on time. The School of Marketing has a 10% per day penalty policy for late submissions. See your lecturer early to get help with any difficulties you may encounter in doing the required tasks. 5. ACADEMIC HONESTY AND PLAGIARISM The University regards plagiarism as a form of academic misconduct, and has very strict rules regarding plagiarism. For UNSW policies, penalties, and information to help you avoid plagiarism see: as well as the guidelines in the online ELISE tutorial for all new UNSW students: Marketing and the Consumer, GENC

6 To see if you understand plagiarism, do this short quiz: For information on how to acknowledge your sources and reference correctly, see: For the ASB Harvard Referencing Guide, see: 6. COURSE RESOURCES Highly Recommended Reading: Solomon, M.R., Dann, S., Dann, S., Russell-Bennett, R., 2007 Consumer Behaviour: buying, having, being Pearson Frenchs Forest. Or any other Consumer Behaviour texts: (all will cover the basic terminology and concepts) see additional readings list (given out separately with topics guide) Prescribed Watching: Academic research putting the consumer first: The Journal of Consumer Research for Consumers (run out of University of Western Australia) International Centre for Anti-Consumption Research Organisations / Government departments Advertising Standards Bureau Australian Communications and Media Authority Australian Bureau of Statistics Australian Competition and Consumer Commission (ACCC) Australian Consumers Association (Choice) Australian Direct Marketing Association Australian Market & Social Research Society Australian Marketing Institute Australian Securities & Investments Commission B&T advertising, marketing & media magazine Department of Fair Trading NSW NotGoodEnough National Food Authority Marketing and the Consumer, GENC

7 Telecommunications Industry Ombudsman The National Consumer League Therapeutic Goods Administration General Academic Marketing Journals (as ranked by Australian Marketing academics*) 1. Journal of Consumer Research 2. Journal of Marketing 3. Journal of Marketing Research 4. Marketing Science 5. Journal of Retailing 6. Journal of the Academy of Marketing Science 7. Journal of International Business Studies 8. International Journal of Research in Marketing 9. Journal of Advertising 10. Marketing Letters * Mort et al (2004), Perceptions of Marketing Journals by Senior Academics, Australasian Marketing Journal, 12 (2), p Pracademic journals Magazines Harvard Business Review Professional Marketing MIT Sloan Management Review Marketing California Management Review Ad News B&T Newspapers Business Review Weekly Sydney Morning Herald (Business Section) Far Eastern Economic Review Australian Financial Review The Asian Wall Street Journal (Marketing & Media section on Mondays) The Economist The Australian newspaper 7. COURSE EVALUATION AND DEVELOPMENT Each year feedback is sought from students about the courses offered in the School and continual improvements are made based on this feedback. In this course, we will seek your feedback through CATEI that will be completed in Week 12. Previous student feedback indicated that they liked the course and the way it was delivered. As a result of this feedback, I have tried to streamline assessment and ensure the topics are relevant and interesting to students. 8. STUDENT RESPONSIBILITIES AND CONDUCT Students are expected to be familiar with and adhere to university policies in relation to class attendance and general conduct and behaviour, including maintaining a safe, respectful environment; and to understand their obligations in relation to workload, assessment and keeping informed. Marketing and the Consumer, GENC

8 Information and policies on these topics can be found in the A-Z Student Guide : See, especially, information on Attendance and Absence, Academic Misconduct, Assessment Information, Examinations, Special Consideration, Student Responsibilities, Workload and policies such as Occupational Health and Safety. 8.1 Workload It is expected that you will spend at least five hours per week studying this course. This time should be made up of reading, research, working on exercises and problems, and attending classes. In periods where you need to complete assignments or prepare for examinations, the workload may be greater. Over-commitment has been a cause of failure for many students. You should take the required workload into account when planning how to balance study with employment and other activities. 8.2 Attendance Your regular and punctual attendance at lectures and seminars is expected in this course. University regulations indicate that if students attend less than eighty per cent of scheduled classes they may be refused final assessment. 8.3 Special Consideration and Supplementary Examinations You must submit all assignments and attend all examinations scheduled for your course. You should seek assistance early if you suffer illness or misadventure which affects your course progress. For advice on UNSW policies and procedures for granting special consideration and supplementary exams, see: UNSW Policy and Process for Special Consideration : General Conduct and Behaviour You are expected to conduct yourself with consideration and respect for the needs of your fellow students and teaching staff. Conduct which unduly disrupts or interferes with a class, such as ringing or talking on mobile phones, is not acceptable and students may be asked to leave the class. More information on student conduct is available at: Occupational Health and Safety UNSW Policy requires each person to work safely and responsibly, in order to avoid personal injury and to protect the safety of others. For more information, see Keeping Informed You should take note of all announcements made in lectures, tutorials or on the course web site. From time to time, the University will send important announcements to your university address without providing you with a paper copy. You will be deemed to have received this information. It is also your responsibility to keep the University informed of all changes to your contact details. Marketing and the Consumer, GENC

9 9. ADDITIONAL STUDENT RESOURCES AND SUPPORT The University and the ASB provide a wide range of support services for students, including: ASB Education Development Unit (EDU) ( Academic writing, study skills and maths support specifically for ASB students. Services include workshops, online and printed resources, and individual consultations. EDU Office: Room GO7, Ground Floor, ASB Building (opposite Student Centre); Ph: ; edu@unsw.edu.au Capturing the Student Voice: An ASB website enabling students to comment on any aspect of their learning experience in the ASB. To find out more, go to UNSW Learning Centre ( ) Academic skills support services, including workshops and resources, for all UNSW students. See website for details. Library training and search support services: UNSW IT Service Desk: Technical support for problems logging in to websites, downloading documents etc. Library, Level 2; Ph: Website: UNSW Counselling Service ( Free, confidential service for problems of a personal or academic nature; and workshops on study issues such as Coping With Stress and Procrastination. Office: Level 2, Quadrangle East Wing ; Ph: Student Equity & Disabilities Unit ( Advice regarding equity and diversity issues, and support for students who have a disability or disadvantage that interferes with their learning. Office: Ground Floor, John Goodsell Building; Ph: Marketing and the Consumer, GENC

10 10. COURSE SCHEDULE Week Lecture date 1 23 rd July Lecture & Seminar Topic/s Text Chapter/s* Introduction and course overview. The culture of consumption and values that consumers seek. Chapter 1 Section 1: CONSUMERS AS INDIVIDUALS 2 30 th How the consumer mind works: July -Motivation, perception and attitude. 3 6 th August 4 13 th August Chapter 2-7 Discussion of requirements for Seminar presentations / Group assignment Attitude Change and Interactive Communication Chapter 8 Section 2: CONSUMERS AS DECISION MAKERS 5 20 th August Individual Decision Making Chapter th Buying and Disposing August Chapter rd Group Influence and Opinion September Leadership Chapter 11 University break 8 17 th Organizational and Household Decision September Making Chapter 12 Section 3: CONSUMERS AND SUBCULTURES 9 24 th Understanding subgroups September Chapters st Consumers, culture and new markets # October Section 4: CONSUMERS AND CULTURES 11 8 th # Monday holiday no Thursday October lecture - Project due in class 10:45am st Course Overview October Exam period Note: No exam in exam period Groups / Quiz # Quiz 1 Groups 1 to 4 Groups 5-8 Groups 9-12 Groups Groups Quiz 2 Quiz 3; CATEI Consumer Issue Project Activities (see Brief for details of Project ) Formation of groups of four Group project due in class Marketing and the Consumer, GENC