COLLEGE OF BUSINESS, HOSPITALITY AND TOURISM STUDIES

SCHOOL OF MANAGEMENT & INFORMATION SYSTEM

DEPARTMENT OF MANAGEMENT, IR & OHS

MGT603 16 Credit Points Consumer Behavior Trimester 1 2012

UNIT COORDINATOR: TBA

CONTRIBUTING LECTURERS: TBA
TUTORS: N/A

LECTURES: TBA (on FNU Homepage)

LABS: TBA (in class in week 1)

CONSULTATION TIME: Walk-in: TBA (in class in week1)

Or through appointment with the Dept secretary

PREREQUISITE: MKT501 OR equivalent

E-INFORMATION: All pertinent information relating to the unit shall be posted on

Moodle and Class share. Students are required to check their
emails regularly for communication from the lecturer. Check the
announcements on the Moodle or/and class share.

TOTAL LEARNING HOURS:

Contact Hours 72
Lectures 48
Tutorials (using labs) 24
Labs/Workshops -
Field Trip(s) -
Self Directed Learning (during term) hours 96
Self Directed Learning (Mid-Term Break) hours 24
Self Directed Learning (Study & Exam Weeks) hours 48
Total Learning Hours 240

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1.0 Welcome

I welcome you to this Unit and hope that you will find it enriching and interesting. This unit will
introduce you to the study of consumer behavior to compete in the marketplace. This unit is a
core unit for B. Com major in Management & Marketing.

2.0 Unit Description

Consumer Behavior is the study of exchange processes involved in acquiring, consuming, and
disposing of goods, services, experiences, and ideas. It incorporates theories and concepts from
all of the behavioral sciences such as : cognitive, experimental, social psychology, sociology,
anthropology and economics.
This unit covers the factors that influence the product/service choices of consumers. Likewise,
the sort of attitudes the consumer possess or forming during the time that you own a product,
and how does that attitude or feelings influence or effect on the future purchases.
Furthermore, the unit aims to develop students skills and knowledge and to gain a detailed
understanding of vital Consumer Behavior (CB) concepts in both theory and empirical research.
Students will be exposed to examine how to practically apply their knowledge to real -
world strategic marketing management decision making. Students will also explore the concepts
of meeting consumers needs and wants so that they become good researcher and marketer.
This course has been designed for students who would like to start a career in marketing.

3.0 Learning Outcomes

On successful completion of this unit, students will be able to:

1. Generate an understanding of Consumer Behavior: Its Origins and Strategic Applications

2. Analyse the importance of Consumer Research
3. Apply Market Segmentation and its importance to the marketers
4. Assess the importance of Consumer Motivation
5. Critically examine the relationship between Personality and Consumer Behavior
6. Interpret the Consumer Perceptions.
7. Analyse the importance of Consumer Learning
8. Examine Consumer Attitude Formation and Change
9. Analyze Communication and Consumer Behavior
10. Describe Reference Groups and Family Influences
11. Evaluate the importance of Social Class and Consumer Behavior
12. Diagnose the Influence of culture on Consumer Behavior
13. Evaluate Subculture and Consumer Behavior

4.0 Unit Content and Reading References

2
Topic 1: Consumer Behavior: Its Origins and Strategic Applications
Lecture hrs: 4 Tutorial/Workshop hrs: 2 SDL hrs: 10

Learning Outcomes:
The student shall be able to generate an understanding of Consumer Behavior: Its Origins and
Strategic Applications.
PERFORMANCE CRITERIA:
1.1 Diagnose the impact of the digital revolution on general consumer behavior.
1.2 Define consumer behavior and identify the two major approaches to the study of
consumer behavior.
1.3 Understand the development of the marketing concept.
1.4 Describe how segmentation, targeting, and positioning are used in the study of consumer
behavior.
1.5 Distinguish between customer value, satisfaction, and retention.
1.6 Evaluate the role of ethics in marketing.
1.7 Analyze the total marketing concept
1.8 Criticize the three interlocking stages of consumer decision-making.

Reading Resource Materials:

1. Lecture notes
2. Assael, H. (2004) Consumer Behavior-A Strategic Approach, Houghton Mifflin Company.
3. Hawkins, D.I . et al, (2004) Consumer Behavior: Implications for Marketing Strategy,
Texas: BPI.
4. Michael R. Solomon, et al (2001) Consumer Behaviour: Buying, Having and Being, 3rd
Canadian Edition. Scarborough, ON: Prentice Hall.
5. Max H. Bazerman (2002) Judgment in managerial decision making, 5th ed. Wiley
International Edition

SDL Activities
Study lecture notes 20 slides x 1 hr Reading book chapter 2 hrs
3 mins 20 pages x 6 mins
Tutorial preparation 1 hrs Prep Mid Term & Final 48 hrs/13 3hrs
Exam
Study journal articles 5 pp x 12 1 hr Reading newspapers, 1 hr
mins business magazines,
watching TV news
Searching internet Seminar (includes 24 hrs/13 1 hr
presentation
Total Self Directed Learning = 10 Hours

Topic 2: Consumer Research

Lecture hrs: 4 Tutorial/Workshop hrs: 2 SDL hrs: 14

3
Learning Outcome:
The student shall be able to understand the importance of consumer research and different
research methods.

PERFORMANCE CRITERIA:
2.1. Compare the differences between customer research and marketing research.
2.2. Distinguish between quantitative research and qualitative research.
2.3 Examine the use of positivist and interpretive research.
2.4. Describe the steps in the consumer research process.
2.5. Evaluate the various probabilities and no probability sampling method

Reading Resource Materials:

1. Lecture notes
2. Assael, H. (2004) Consumer Behavior-A Strategic Approach, Houghton Mifflin Company.
3. Hawkins, D.I et al, (2004) Consumer Behavior: Implications for Marketing Strategy,
Texas: BPI.
4. Michael R. Solomon, et al (2001) Consumer Behaviour: Buying, Having and Being, 3rd
Canadian Edition. Scarborough, ON: Prentice Hall.
5. Neal C, Quester P. and Hawkins D (2004) Consumer Behaviour 4th Edition. McGraw Hill
Roseville NSW.
6. Bazerman, Max H. (2001) Consumer Research for Consumers, Journal of Consumer
Research, 27 (Mar), 499-504.

SDL Activities
Study lecture notes 20 slides x 1 hr Reading book chapter 2 hrs
3 mins 20 pages x 6 mins
Tutorial preparation 1 hrs Prep Mid Term & Final 48 hrs/13 3hrs
Exam
Study journal articles 5 pp x 12 1 hr Reading newspapers, 3 hr
mins business magazines,
watching TV news
Searching internet 2 hrs Seminar (includes 24 hrs/13 1 hr
presentation
Total Self Directed Learning = 14 Hours

Topic 3: Market Segmentation

Lecture hrs: 4 Tutorial/Workshop hrs: 2 SDL hrs: 14

Learning outcome:
The student shall be able to apply market Segmentation and its importance to the marketers
PERFORMANCE CRITERIA:
3.1 Define market segmentation.
3.2 Explain how and why market segmentation is used.
3.3 Identify the nine major categories of consumer characteristics used to segment markets.
3.4 Enumerate the variables within the nine segment bases.

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 3.5 Describe an AIO inventory and cite its use.
3.6 Interpret the family life cycle concept.
3.7 Examine the concept of geo-demographic segmentation.

Reading Resource Materials:

1. Lecture notes
2. Assael, H. (2004) Consumer Behavior-A Strategic Approach, Houghton Mifflin Company.
3. Hawkins, D.I et al, (2004) Consumer Behavior: Implications for Marketing Strategy,
Texas: BPI
4. Michael R. Solomon, et al (2001) Consumer Behaviour: Buying, Having and Being, 3rd
Canadian Edition. Scarborough, ON: Prentice Hall.
5. Neal C, Quester P and Hawkins D (2004) Consumer Behaviour 4th Edition. McGraw Hill
Roseville NSW.

SDL Activities
Study lecture notes 20 slides x 1 hr Reading book chapter 2 hrs
3 mins 20 pages x 6 mins
Tutorial preparation 1 hrs Prep Mid Term & Final 48 hrs/13 3hrs
Exam
Study journal articles 5 pp x 12 1 hr Reading newspapers, 2 hrs
mins business magazines,
watching TV news
Searching internet 2 hrs Seminar (includes 24 hrs/13 2 hrs
presentation
Total Self Directed Learning = 14 Hours
Topic 4: Consumer Motivation
Lecture hrs: 4 Tutorial/Workshop hrs: 2 SDL hrs: 10

Learning outcome:
The student shall be able to appreciate the importance of Consumer Motivation
PERFORMANCE CRITERIA:
4.1 Explain the term motivation.
4.2 Distinguish between the terms needs and goals in the context of consumer behavior.
4.3 Analyze positive and negative motivation.
4.4 Examine the difference between rational and emotional motives.
4.5. Interpret the dynamic nature of motivation.
4.6. Formulate the various defense mechanisms people use to manage their frustration.

Reading Resource Materials:

1. Lecture notes
2. Assael, H. (2004) Consumer Behavior-A Strategic Approach, Houghton Mifflin Company.
3. Hawkins, D.I et al, (2004) Consumer Behavior: Implications for Marketing Strategy,
Texas: BPI
4. Michael R. Solomon, et al (2001) Consumer Behaviour: Buying, Having and Being, 3rd
Canadian Edition. Scarborough, ON: Prentice Hall.

5
 5. Thomas C. OGuinn and Ronald J. Faber (1989), Compulsive Buying: A
Phenomenological Exploration, Journal of Consumer Research, Vol. 16 (September),
147-157.
6. Eccles, Jacquelynne S. (2002), Motivational beliefs, values, and goals, Annual Review
of Psychology, 53, 109-132.
SDL Activities
Study lecture notes 20 slides x 1 hr Reading book chapter 2 hrs
3 mins 20 pages x 6 mins
Tutorial preparation 1 hrs Prep Mid Term & Final 48 hrs/13 3hrs
Exam
Study journal articles 5 pp x 12 1 hr Reading newspapers,
mins business magazines,
watching TV news
Searching internet Seminar (includes 24 hrs/13 2 hrs
presentation
Total Self Directed Learning = 10 Hours

Topic 5: Personality and Consumer Behavior

Lecture hrs: 4 Tutorial/Workshop hrs: 2 SDL hrs: 10

Learning outcome:

The student shall be able to examine the relationship between Personality and Consumer
Behavior

PERFORMANCE CRITERIA:
5.1 Describe the nature and development of personality.
5.2 Diagnose neo-Freudian personality theory and trait theory.
5.4 Discuss the relationship of personality and consumer diversity.
5.5 Enumerate cognitive personality factors, consumption, and possession traits.
5.6 Trace the shift from consumer materialism to compulsive consumption.
5.7 interpret the elements of brand personality.

Reading Resource Materials:

1. Lecture notes
2. Assael, H. (2004) Consumer Behavior-A Strategic Approach, Houghton Mifflin Company.
3. Hawkins, D.I et al, (2004) Consumer Behavior: Implications for Marketing Strategy,
Texas: BPI
4. Michael R. Solomon, et al (2001) Consumer Behaviour: Buying, Having and Being, 3rd
Canadian Edition. Scarborough, ON: Prentice Hall.
SDL Activities
Study lecture notes 20 slides x 1 hr Reading book chapter 2 hrs
3 mins 20 pages x 6 mins
Tutorial preparation 1 hrs Prep Mid Term & Final 48 hrs/13 3hrs
Exam
Study journal articles 5 pp x 12 1 hr Reading newspapers,

6
 mins business magazines,
watching TV news
Searching internet Seminar (includes 24 hrs/13 2 hrs
presentation
Total Self Directed Learning = 10 Hours

Topic 6: Consumer Perception

Lecture hrs: 4 Tutorial/Workshop hrs: 2 SDL hrs: 14

Learning outcome:
Students shall be able to interpret Consumer Perception.
PERFORMANCE CRITERIA:
6.1 Define perception and its key elements.
6.2 Differentiate between absolute threshold and differential threshold.
6.3 Explain the marketing applications of just noticeable difference.
6.4 Review the concept of subliminal perception and the reality of its use.
6.5 Examine the dynamics of perception in terms of its three main aspectsselection,
organization, and Interpretation.
6.6 Apply the various forms of selective perception.
6.7 Interpret consumers perception of risk and key risk reduction strategies.

Reading Resource Materials:

1. Lecture notes
2. Joseph W. A et al(1991) Memory and Decision Making, in H. H. Kassarjian & T. S.
Robertson, eds., Handbook of Consumer Behavior, Prentice-Hall, 1991, 1-49.
3. Assael, H. (2004) Consumer Behavior-A Strategic Approach, Houghton Mifflin Company.
4. Hawkins, D.I et al, (2004) Consumer Behavior: Implications for Marketing Strategy,
Texas: BPI
5. Michael R. Solomon, et al (2001) Consumer Behaviour: Buying, Having and Being, 3rd
Canadian Edition. Scarborough, ON: Prentice Hall.
6. Thomas C. OGuinn and Ronald J. Faber (1989), Compulsive Buying: A
Phenomenological Exploration, Journal of Consumer Research, Vol. 16 (September),
147-157.

SDL Activities
Study lecture notes 20 slides x 1 hr Reading book chapter 2 hrs
3 mins 20 pages x 6 mins
Tutorial preparation 1 hrs Prep Mid Term & Final 48 hrs/13 3hrs
Exam
Study journal articles 5 pp x 12 1 hr Reading newspapers, 2 hrs
mins business magazines,
watching TV news
Searching internet 2 hrs Seminar (includes 24 hrs/13 2 hrs
presentation

7
 Total Self Directed Learning = 14 Hours
Topic 7: Consumer Learning
Lecture hrs: 4 Tutorial/Workshop hrs: 2 SDL hrs: 12

Learning outcome:
The student shall be able to examine the importance of Consumer Learning.

PERFORMANCE CRITERIA:
7.1 Explain consumer learning theory and identify the necessary elements.
7.2 Analyze the elements of Classical Conditioning theory.
7.3 Evaluate the three strategic applications of Classical Conditioning.
7.4 Discuss the concept of licensing and its importance to marketing.
7.5 Review the elements of Instrumental Conditioning.
7.6 Discuss the strategic applications of Instrumental Conditioning.

Reading Resource Materials:

1. Lecture notes
2. Stijn M. J. Van Osselaer and Joseph W. Alba, Consumer Learning and Brand Equity,
JCR, 27 (June 2000), 1-16.
3. Assael, H. (2004) Consumer Behavior-A Strategic Approach, Houghton Mifflin Company.
4. Hawkins, D.I et al, (2004) Consumer Behavior: Implications for Marketing Strategy,
Texas: BPI.
5. Michael R. Solomon, et al (2001) Consumer Behaviour: Buying, Having and Being, 3rd
Canadian Edition. Scarborough, ON: Prentice Hall.
SDL Activities
Study lecture notes 20 slides x 1 hr Reading book chapter 2 hrs
3 mins 20 pages x 6 mins
Tutorial preparation 1 hrs Prep Mid Term & Final 48 hrs/13 3hrs
Exam
Study journal articles 5 pp x 12 1 hr Reading newspapers, 2 hrs
mins business magazines,
watching TV news
Searching internet Seminar (includes 24 hrs/13 2 hrs
presentation
Total Self Directed Learning = 12 Hours

Topic 8: Consumer Attitude Formation & Change

Lecture hrs: 4 Tutorial/Workshop hrs: 2 SDL hrs: 12

Learning outcome:
The student should be able to examine Consumer Attitude Formation and Change

PERFORMANCE CRITERIA:
8. 1 Interpret attitude in terms of its four elements.
8.2 Discuss the structural models of attitude: tricomponent, multi-attribute, trying-to-
consume, and attitude-toward-the-ad.

8
 8.3 Describe the tricomponents of the tricomponent attitude model.
8.4 Compare the tricomponent attitude model and the multi-attribute attitude models.
8.5 Judge how attitudes are formed.
8.6 Describe how attitudes are learned.

Reading Resource Materials:

1. Lecture notes.
2. Assael, H. (2004) Consumer Behavior-A Strategic Approach, Houghton Mifflin Company.
3. Hawkins, D.I et al, (2004) Consumer Behavior: Implications for Marketing Strategy,
Texas: BPI
4. Michael R. Solomon, et al (2001) Consumer Behaviour: Buying, Having and Being, 3rd
Canadian Edition. Scarborough, ON: Prentice Hall.
5. Shapiro, Stewart and Mark T. Spence (2002), Factors Affecting Encoding, Retrieval, and
Alignment of Sensory Attributes in a Memory-Based Brand Choice Task, Journal of
Consumer Research, 28 (March), 603-617.

SDL Activities
Study lecture notes 20 slides x 1 hr Reading book chapter 2 hrs
3 mins 20 pages x 6 mins
Tutorial preparation 1 hrs Prep Mid Term & Final 48 hrs/13 3hrs
Exam
Study journal articles 5 pp x 12 1 hr Reading newspapers, 2 hrs
mins business magazines,
watching TV news
Searching internet Seminar (includes 24 hrs/13 2 hrs
presentation
Total Self Directed Learning = 10 Hours

Topic 9: Communication & Consumer Behavior

Lecture hrs: 4 Tutorial/Workshop hrs: 2 SDL hrs: 14

Learning Outcome:
The student should be able to analyze Communication and Consumer Behavior

PERFORMANCE CRITERIA:

9.1 Define communication by enumerating the five elements of the communication process.
9.2 Elaborate the bases of credibility for a communication source.
9.3 Evaluate the factors affecting the target audiences reception of a communication.
9.4 Criticize the feedback process in communication.
9.5 Analyze the elements of a persuasive communications strategy.
9.6 Formulate the elements of a message strategy.

Reading Resource Materials:

1. Lecture notes
2. Assael, H. (2004) Consumer Behavior-A Strategic Approach, Houghton Mifflin Company.

9
 3. Hawkins, D.I et al, (2004) Consumer Behavior: Implications for Marketing Strategy,
Texas: BPI.
4. Michael R. Solomon, et al (2001) Consumer Behaviour: Buying, Having and Being, 3rd
Canadian Edition. Scarborough, ON: Prentice Hall.

SDL Activities
Study lecture notes 20 slides x 1 hr Reading book chapter 2 hrs
3 mins 20 pages x 6 mins
Tutorial preparation 1 hrs Prep Mid Term & Final 48 hrs/13 3hrs
Exam
Study journal articles 5 pp x 12 1 hr Reading newspapers, 2hrs
mins business magazines,
watching TV news
Searching internet 2 hrs Seminar (includes 24 hrs/13 2 hrs
presentation
Total Self Directed Learning = 14 Hours

Topic 10: Reference groups & Family influences

Lecture hrs: 4 Tutorial/Workshop hrs: 2 SDL hrs: 10

Learning outcome:
The student should be able to describe Reference Groups and Family Influences

PERFORMANCE CRITERIA:
10.1 Examine the power of reference groups on consumer behavior.
10.2 Diagnose six consumer-relevant groups.
10.3 Analyze the factors that determine reference group influence.
10.4 Judge the five types of reference groups.
10.5 Evaluate the major forms of reference group appeals.

Reading Resource Materials:

1. Lecture notes
2. Assael, H. (2004) Consumer Behavior-A Strategic Approach, Houghton Mifflin Company.
3. Hawkins, D.I et al, (2004) Consumer Behavior: Implications for Marketing Strategy,
Texas: BPI
4. Michael R. Solomon, et al (2001) Consumer Behaviour: Buying, Having and Being, 3rd
Canadian Edition. Scarborough, ON: Prentice Hall.
5. Ratchford, Brian T. (2001) The Economics of Consumer Knowledge, Journal of
Consumer Research, 27 (Mar), 397-411.

SDL Activities
Study lecture notes 20 slides x 1 hr Reading book chapter 1 hrs
3 mins 20 pages x 6 mins
Tutorial preparation Prep Mid Term & Final 48 hrs/13 6hrs

10
 Exam
Study journal articles Reading newspapers,
business magazines,
watching TV news
Searching internet Seminar (includes 24 hrs/13 2 hrs
presentation
Total Self Directed Learning = 10 Hours

Topic 11: Social Class & Consumer Behavior

Lecture hrs: 4 Tutorial/Workshop hrs: 2 SDL hrs: 18

Learning outcome:
The student should be able to appreciate the importance of Social Class and Consumer Behavior

PERFORMANCE CRITERIA:

11.1 Distinguish between social class and social status.

11.2 Examine the variations in the number and types of social-class categories.
11.3 Evaluate the three broad measures of social class.
11.4 Interpret single variable indexes that are used to measure social class.
11.5 Judge use of composite-variable indexes to measure social class.
11.6 Validate social class profiles as a way of distinguishing between social classes.

Reading Resource Materials:

1. Lecture notes
2. Grier, Sonya and Rohit Desphande (2001), "Social Dimensions of Consumer
Distinctiveness: The Influence of Social Status on Group Identity and Advertising
Persuasion," Journal of Marketing Research, Vol 38(2), 216-224.
3. Assael, H. (2004) Consumer Behavior-A Strategic Approach, Houghton Mifflin Company.
4. Hawkins, D.I et al, (2004) Consumer Behavior: Implications for Marketing Strategy,
Texas: BPI
5. Michael R. Solomon, et al (2001) Consumer Behaviour: Buying, Having and Being, 3rd
Canadian Edition. Scarborough, ON: Prentice Hall.
6. Madrigal, Robert (2001), "Social identity effects in belief attitude intentions hierarchy:
Implications for corporate sponsorship," Psychology & Marketing, 18(2): 145-165.
7. Mussweiler, Thomas, Shira Gabriel, and Galen V. Bodenhausen (2000), "Shifting social
identities as a strategy for deflecting threatening social comparisons," Journal of
Personality and Social Psychology, 79 (3), 398-409.

SDL Activities
Study lecture notes 20 slides x 1 hr Reading book chapter 1 hrs
3 mins 20 pages x 6 mins
Tutorial preparation 1 hr Prep Mid Term & Final 48 hrs/13 6hrs
Exam
Study journal articles 15 pp x 12 3 hrs Reading newspapers, 2 hrs
mins business magazines,
watching TV news

11
Searching internet 2 hrs Seminar (includes 24 hrs/13 2 hrs
presentation
Total Self Directed Learning = 18 Hours

Topic 12: Influence of Culture on Consumer Behavior

Lecture hrs: 4 Tutorial/Workshop hrs: 2 SDL hrs: 12

Learning outcome:
The students should be able to diagnose the Influence of culture on Consumer Behavior

PERFORMANCE CRITERIA:

12.1 Explain culture and how it is acquired.

12.2 Analyze how culture is learned.
12.3 Describe how culture may be measured and examined.
12.4 Evaluate American core values.
12.5 Validate why core values are not an entirely American phenomenon.

Reading Resource Materials:

1. Lecture notes
2. Hawkins, D.I et al, (2004) Consumer Behavior: Implications for Marketing Strategy,
Texas: BPI
3. Michael R. Solomon, et al (2001) Consumer Behavior: Buying, Having and Being, 3rd
Canadian Edition. Scarborough, ON: Prentice Hall.

SDL Activities
Study lecture notes 20 slides x 1 hr Reading book chapter 1 hrs
3 mins 20 pages x 6 mins
Tutorial preparation Prep Mid Term & Final 48 hrs/13 6hrs
Exam
Study journal articles 5 pp x 12 1 hr Reading newspapers, 1 hr
mins business magazines,
watching TV news
Searching internet Seminar (includes 24 hrs/13 2 hrs
presentation
Total Self Directed Learning = 12 Hours

Topic 13: Sub-Culture and Consumer Behavior

Lecture hrs: 4 Tutorial/Workshop hrs: 2 SDL hrs: 18

Learning outcome:
The students should be able to evaluate Subculture and Consumer Behavior

PERFORMANCE CRITERIA:
13.1 Discuss the methods used for defining and segmenting the various subcultures in

12
 America.
13.2 Evaluate the geographic impact of nationality subcultures.
13.3 Examine the importance of the prominent religious subcultures.
13.4 Analyze the consequence of regional and geographic subcultures.
13.5 Compare the major racial subcultures.
13.6 Examine Generation Y, Generation X, baby boomers, and the older consumer
markets.

Reading Resource Materials:

1. Lecture notes
2. Assael, H. (2004) Consumer Behavior-A Strategic Approach, Houghton Mifflin Company.
3. Hawkins, D.I et al, (2004) Consumer Behavior: Implications for Marketing Strategy,
Texas: BPI
4. Michael R. Solomon, et al (2001) Consumer Behaviour: Buying, Having and Being, 3rd
Canadian Edition. Scarborough, ON: Prentice Hall.

SDL Activities
Study lecture notes 20 slides x 1 hr Reading book chapter 1 hrs
3 mins 20 pages x 6 mins
Tutorial preparation 1 hr Prep Mid Term & Final 48 hrs/13 6hrs
Exam
Study journal articles 15 pp x 12 3 hrs Reading newspapers, 2 hrs
mins business magazines,
watching TV news
Searching internet 2 hrs Seminar (includes 24 hrs/13 2 hrs
presentation
Total Self Directed Learning = 18 Hours

5.0 Resources

Any one of the following text book:

Neal C, Quester P and Hawkins D (2004) Consumer Behavior , 4th edition, Mcgraw
Hill, Roseville NSW.
Schiffman, L.G and Kanuk, L.L (2007) Consumer Behavior, 9th Ed, Prentice Hall.

Students must also read the listed readings after every topic.
Supplementary

Clemes, M. Van Ameyde, A. (1994) New Zealand Case Studies in Product, Services and
International Marketing, Longman Paul, Auckland.
Morrin, Maureen and S. Ratneshwar (2003). Does It Make Sense to Use Scents to
Enhance Brand Memory? Journal of Marketing Research, Vol. 40 (4), 10-25.

13
 6.0 Assessment

1.1 Grades
(a) The overall mark for the unit depends on performance during the trimester (50%) and
performance in the final examination (50%).

In Class Assessment

1. Tutorial (attendance & Participation) 5%

2. Mid-term Test (to be held in lecture week 7) 15%
3. Individual student Seminar Presentation 10 %
4. Individual student Research Project (due in lecture week 11) 20%

Final Examination 50%

(b) In order to pass the unit, that is, to obtain a grade of C or better, it is necessary to score
at least 40% (ie 20/50) in the final examination. It is highly recommended that students
attend all tutorials/labs/workshops.

1.2 Letter Grade Scale

The following grading scales would be used:

6.1 Grade Marks GPA

A+ 90-100 4.33-5.00 High Distinction
A 85-89 4.00-4.27 Distinction
A- 80-84 3.73-3.93 Distinction
B+ 75-79 3.33-3.60 High Credit
B 70-74 3.00-3.27 Credit
B- 65-69 2.67-2.93 Credit
C+ 60-64 2.33-2.60 Pass
C 55-59 2.00-2.27 Pass
C- 50-54 1.67-1.93 Pass
D+ 45-49 1.33-1.60 Fail
D 40-44 1.00-1.27 Fail
D- 35-39 0.67-0.93 Fail
E Below 35 0-0.60 Fail
DNQ Did Not Qualify; student received over 50% of 0 Fail
total marks but did not meet other specified
conditions for a pass
W Withdrawn from Unit 0
CT Credit Transfer 0 Cross credit (CT)
NV Null & Void for Dishonest practice 0
I Result withheld/Incomplete assessment 0
X Continuing course 0
DNC Did Not Complete 0
CP Compassionate Pass 0

14
Aeg Aegrotat Pass 0
PT Pass Terminating 0
P Pass 0
NP Not Passed 0

Programme Regulations and Dissatisfaction with Assessment

The academic conduct of the students are governed by the University Academic and Students
Regulation (UASR). All students must obtain a copy of the UASR from the FNU academic office
and familiarize themselves with all academic matters.

Should a student be dissatisfied with either the internal or external assessment, they can take
the following steps to get redress of their grievance.

Internal Assessment: The student can refer the work back to the unit coordinator for checking
and reassessment. Following this reassessment, if the student is still dissatisfied, the student
may refer the work to the HOD. The HOD will then appoint another lecturer to examine the
work and result will then stand.
Final Exam: The student can apply for re-check of the grade as per the procedures laid down in
the UASR.

Plagiarism and Dishonest Practice Regulation

Plagiarism and dishonest practices are serious offences for which offenders shall be penalized.
Students must read the relevant section of UASR to understand the various types of cases
defined as dishonest practices in academic work and to also know the penalties associated with
these kinds of practices.

9. Final Examination Scripts

9.1. A student may obtain a copy of his/her assessed final exam script(s), and all other
written materials submitted for assessment in a unit, upon application on the
prescribed form and upon the payment of the prescribed administration fee(s).
9.2. A student may view online marking guide for in the final exam paper.
9.3. No access to exam scripts shall be permitted after 12 months of the release of results
for any unit.

10. Reconsideration of Assessment and Unit Grades, and Appeals

10.1. A student may apply for reconsideration of the final (end-point) assessment.
10.2. Applications for reconsideration shall be made only after a student has viewed his/her
exam script and the marking guide under the provisions of s14 above, and remains
unsatisfied with the results obtained. The application for reconsideration shall specify
the question(s) which he/she is seeking a reconsideration of, and the basis for this.

15
10.3. Applications for reconsideration shall be made within five days of the result being
released if the student wishes to pursue a course to which the course(s) under
reconsideration is a prerequisite, or 21 days of the date of release of the results
otherwise. Applications need to be made by lodging a duly completed
Reconsideration of Assessment form, together with the necessary fees for the
reconsideration, to the Academic Office, which shall submit the application to the
respective Dean.
10.4. The Dean or the Head of the Academic Section authorized by the Dean to deal with
applications for reconsideration of grades shall cause the reconsideration to be done
expeditiously and independently.
10.5. Reconsideration of unit grades shall comprise
10.5.1. a careful check that the referred to examination question and part-question was
read by the examiner and given an appropriate mark;
10.5.2. a careful remarking of the question(s) being asked for reconsideration;
10.5.3. a careful check that the total examination mark has been accurately transposed
within the proportions (% coursework vs. % final examination) previously
established by the examiner;
10.5.4. a careful computation of all the marks awarded for the coursework; and
10.5.5. a careful check that the coursework mark has been accurately transposed within
the proportions previously established by the examiner.
10.6. The application shall be considered and a decision communicated to the Academic
Office within five working days of the receipt of the application for reconsideration
from the Academic Office if the course under reconsideration is a prerequisite to a
course that the student is required to undertake in the term immediately following
to complete his/her Programme, or within ten working days otherwise.
10.7. The outcome of the reconsideration shall be communicated to the student by the
Academic Office within two days of the receipt of the report from the Dean.
10.8. If the student is dissatisfied with the outcome of the application, the student may
apply to the College Academic Appeals Committee for reconsideration of the
grade/result. Appeals shall be made within five working days of the date of the
notification of the outcome of the application for reconsideration. Applications shall
be made by lodging a duly completed form prescribed for this purpose to the
Academic Office, which then shall be sent by the Academic Office to the College
Appeals Committee within one working day of its receipt. The Appeals Committee
shall cause a careful reconsideration of the documents as listed in s15.5 above, as
well as cause to be carried out a careful examination of all or a sample of other
scripts (with such sample determined by a specified process by the Academic Office)
for the unit to ensure consistency of marking and assessment.
10.9. The College Academic Appeals Committee shall advise the Academic Office of the
outcome of the appeal within five working days from the date of the receipt of the
application from the Academic Office if the course is a prerequisite to a course that
the student would need to do in the term immediately following to complete a
programme or within 15 working days otherwise. The Academic Office shall advise
the student within 24 hours by email or phone.
10.10. A grade may be unchanged, raised or lowered following reconsideration under this
section.
10.11. A student who is dissatisfied with the award of the College Academic Appeals
Committee may appeal further to the Students Appeals Committee for

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 reconsideration of the decision of the College Academic Appeals Committee. This
appeal must be lodged within two working days from the date of the notification if
the course under reconsideration is a prerequisite to a course that the student is
required to undertake in the term immediately following to complete his/her
Programme or within ten working days otherwise.
10.12. Appeals against the decision of the College Academic Appeals Committee shall be
made by lodging the prescribed application form [Appeal: Reconsideration of
Assessment] to the Academic Office.
10.13. The Students Appeals Committee shall advice the Academic Office of the outcome of
the appeal within five working days of the date of the lodgement of the appeal if the
appeal concerns a prerequisite to another unit that the student needs to do in the
term immediately following to complete the programme, or 20 working days
otherwise.
10.14. A student may be given provisional admission into a unit if the unit whose grade is
under reconsideration or is under appeal is a prerequisite. The admission would be
confirmed if the students application succeeds. If the application fails, the student
shall be deregistered from the unit, with no loss of fee paid for the unit.
10.15. Any and all fee paid for reconsideration of a unit grade , including the fees to get a
copy of the script and to view the marking guide, shall be refunded to the candidate,
if, as a result of the reconsideration or appeals, the grade for the unit is raised.
10.16. The decision of the Students Appeals Committee shall be final.

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