Program Overview

Course Overview

The course MARK 202, Consumer Behaviour, is designed to provide students with a comprehensive understanding of consumer behaviour and its significance in marketing activities. Consumers are at the heart of marketing, and understanding their decision-making processes and consumption patterns across various contexts is paramount.

Course Details

• Course Code: MARK 202
• Duration: 17 weeks
• Estimated Workload: Approximately 150 hours or 8.8 hours per week
• Points: 15 points (one point is about 10 hours of work)
• Fees:
  • Domestic students: NZ$1,020.00
  • International students: NZ$4,693.20
• Lecture Times: Thursday, 9:30 am
• Campus: Pipitea

Entry Restrictions

• Prerequisites: MARK 101
• Corequisites: None
• Restrictions: None (students who have already passed similar courses cannot take this course)

Course Objectives

Students who pass this course should be able to:

1. Understand and apply the theories of consumer behaviour
2. Analyse consumer decision-making processes using consumer behaviour principles
3. Communicate consumer behaviour theory and ideas
4. Generate and utilise critical and creative thinking skills

How the Course is Taught

This course is optimised for on-campus learning, with lectures delivered on campus and both on-campus and online tutorial options available. Marks will be awarded for completion of tutorial exercises.

Assessment

• In-person Centrally Managed Final Test: 35%
• Mid-term Test: 20% (in-person, 75-minute test in class week 7)
• Tutorial Exercises: 10% (short reports across several tutorials)
• Consumer Profile: 35% (assignment, 3,000 words)

Mandatory Requirements

To pass this course, students must:

1. Achieve an overall pass mark of at least 50%
2. Achieve at least 40% in the final test

Required Texts

• Title: Consumer Behaviour: Buying, Having and Being
• Edition: 14th Edition, Global Edition
• Authors: Michael R. Solomon, Cristel Antonia Russell
• Year: 2024
• Publisher: Pearson

Course Coordinators

• Dr. Martyn Gosling
• Associate Professor Val Hooper

Past Versions of the Course

Older versions of this course may be accessible through the course archive.

Student Feedback

Previous students' feedback on this course can be found in the student feedback database.