MKTG204-24S2 (C) Semester Two 2024

Consumer Behaviour

15 points

Start Date: Monday, 15 July 2024
End Date: Sunday, 10 November 2024
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 28 July 2024
  • Without academic penalty (including no fee refund): Sunday, 29 September 2024


The purpose of this course is to focus on why and how consumers make decisions and behave in certain ways. More specifically, it examines what motivates consumers, what captures their attention, and what retains their loyalty.

Learning Outcomes

The objectives of the course are:
1. To gain an understanding of how consumers make decisions.
2. To explain the impact of individual influences (motivation, perception, learning, attitudes, lifestyles) on consumer behaviour and decisions.
3. To explain the impact of group, social, and cultural influences on consumer behaviour and decisions.
4. To reflect on consumer behaviour theories and its implications on product, promotion, pricing, and distribution strategies.
5. To critically evaluate a consumption situation and apply solutions and recommendations for improvement
6. To critically reflect on consumption and its effect on the social and natural environment


(1) MKTG100 or COMS104; and (2) A further 45 points.



Equivalent Courses


Timetable 2024

Students must attend one activity from each section.

Lecture A
Activity Day Time Location Weeks
01 Wednesday 10:00 - 12:00 Haere-roa 118 Ngaio Marsh Theatre
15 Jul - 25 Aug
9 Sep - 20 Oct

Timetable Note

Lectures for MKTG204-24S2 are recorded using the ECHO360 lecture recording system.

Course Coordinator / Lecturer

Joya Kemper


Assessment Due Date Percentage  Description
Individual Assignment 30% Individual Assignment
Group Assignment 30% Group Assignment
Final Examination 40% Final Examination

The ‘45% rule’ applies to this course. That is, student need to reach 45% weighted average across invigilated assessments. Please refer to LEARN for further information.

Assessment In Te Reo Māori
In recognising that Te Reo Māori is an official language of New Zealand, the University provides for students who may wish to use  Te Reo Māori in their assessment. If you intend to submit your work in Te Reo Māori you are required to do the following:

Read the Assessment in Te Reo Māori Policy and ensure that you meet the conditions set out in the policy. This includes, but is not limited to, informing the Course Coordinator 1) no later than 10 working days after the commencement of the course that you wish to use Te Reo Māori and 2) at least 15 working days before each assessment due date that you wish to use Te Reo Māori.

Textbooks / Resources

Required Texts

Solomon, Michael R. , Russell-Bennett, Rebekah, Previte, Josephine; Consumer behaviour : buying, having, being ; 4th edition, [Australian edition]; Pearson Australia, 2019.

Course links


Indicative Fees

Domestic fee $893.00

International fee $4,200.00

* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.

For further information see Management, Marketing and Tourism .

All MKTG204 Occurrences

  • MKTG204-24S2 (C) Semester Two 2024