MKTG603-23S1 (C) Semester One 2023

Advanced Consumer Behaviour

15 points

Start Date: Monday, 20 February 2023
End Date: Sunday, 25 June 2023
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 5 March 2023
  • Without academic penalty (including no fee refund): Sunday, 14 May 2023


The purpose of this course is to introduce students to advanced consumer behaviour and research, and for students to develop the ability to integrate the various theories and research findings presented.

Consumer behaviour is one of the most diverse and intellectually open fields that you will find in the academy. Drawing upon economics, psychology, sociology, social psychology, and anthropology, consumer researchers apply insights from these fields to understand the buying, using, and disposing of goods and services. Findings from the field of consumer research are applied in the areas of public policy, consumerism, marketing research, and business practice, to name but a few.  Moreover, this relatively young field is beginning to develop its own unique conceptual base.

The goal of this class is to help you build a general schema for understanding the field of consumer research in its diversity. Moreover, you will learn how to critically assess research in this area in order to explore, envision, and design your own research studies. This subject is designed to provide a strong foundation in theories and research in the area of consumer behaviour. We will cover various topics such as consumer processing of market information, how information is incorporated into decision-making, factors influencing decision-making, social and cultural influences on consumptions, consumer behaviour in the contemporary wired social world, and major methodologies available for investigating consumer behaviours.

The estimated workload breakdown for MKTG603 is:
Lectures 36
Discussion Presentation 10
Netnography 24
Research Project 60
Lecture Preparation 20 hours
Total 150 hours

Learning Outcomes

  • The objectives of the course are to:
  • Understand and appreciate the range of consumer behaviour research;
  • Be able to analyse consumption experiences and their drivers.
  • Critically evaluate consumer research studies pointing out strengths, weaknesses, and opportunities for additional research (in both oral and written formats);
  • Identify a gap in the consumer behaviour literature and analyse an existing consumer brand using principles of consumer behaviour; and
  • Articulate the standards for high quality consumer research.

    Learning Objectives
  • A graduate can demonstrate higher level in-depth knowledge and understanding of contemporary thought and developments within your specific research area.
  • A graduate can evaluate the implications of their own research findings for the wider body of relevant academic literature.
  • Graduates can plan and carry out a supervised programme of academic research that shows a sound understanding of ethical practice.
  • A graduate can synthesise academic literature and communicate research findings, both orally and in written form, consistent with academics working in their chosen discipline.

    For quality assurance purposes the School is required to hold on record a number of assessment pieces as examples of differing standards of work. If you have any objections to the school holding your assessment for this purpose then email the course coordinator to ensure your assignment is not used for this purpose.


Subject to approval of the Head of Department



Equivalent Courses


Course Coordinator / Lecturer

Ekant Veer

Lecturer Professor Stacy Wood


Assessment Due Date Percentage  Description
Participation 20% Participation (throughout)
Discussion Leader 20% Discussion Leader (throughout)
Netnography 05 May 2023 20% Netnography
Research Project 02 Jun 2023 40% Research Project

To pass this course you must not only achieve a final grade of 50% or higher, but also achieve a weighted average grade of at least 45% across all invigilated assessments.

The ‘45% rule’ does not apply to this course. That is, student does not need to reach 45% weighted average across invigilated assessments. Please refer to 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 the 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

Provided in each class - please refer to Learn for full details of assigned journal articles and readings.


Class Representative
A class representative may be asked to volunteer in the first few weeks of class. Any problems with the course can be raised with the class rep. Their email can be found at UCSA. The class representative will take up any issues raised by class members with the lecturer concerned as they occur.

Departmental Academic Policies
A summary of Departmental academic policies on course grading, special considerations, etc. is available under: The Department assumes that you have read this document.

You should also read the following:
• UC Business School Student Handbook on the UC Business School Students Learn page
General Course and Examination Regulations

Dishonest Practice
The University of Canterbury considers cheating and plagiarism to be serious acts of dishonesty. All assessed work must be your own individual work unless specifically stated otherwise in the assessment guidelines. Material quoted from any other source must be clearly acknowledged. You must not copy the work of another person (student or published work) in any assessment including examinations, tests and assignments. Any person, who is found to have copied someone else's work, or to have allowed their work to be copied, will receive a fail grade for that piece of assessment and may face disciplinary action which may lead to a fine, community service or exclusion from the university.

IMPORTANT: Where there are concerns regarding the authorship of written course work, a student can be required to provide a formal, oral explanation of the content of their work.

Citations and referencing

Indicative Fees

Domestic fee $1,037.00

* 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 MKTG603 Occurrences

  • MKTG603-23S1 (C) Semester One 2023