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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.
This course will focus on the development of understanding consumer behaviour and its drivers from a much more advanced perspective than that shown at Undergraduate level. Students will critically analyse consumption patterns and behaviour and develop a deeper understanding of what drivers and motivators exist in a consumption driven world. The class will be discussion based and will require students to participate in order to gain the most out of the material covered.A full description of topics covered in the course will be available on Learn.WorkloadThe total workload for this course is about 150 hours in total. This is made up approximately as follows:Lectures 24 hoursAssignment 1 50 hoursAssignment 2 50 hoursLecture preparation and follow-up 26 hoursTotal 150 hours
By the end of the course students should be able to:Be able to analyse consumption experiences and their drivers;Constructively read and analyse research articles and papers in the field;Reflect on students own consumption practices and those of society;Develop a means of presenting research findings to a wider audience;Generate theories to explain consumption practices and understand the place that these consumption practices have in our world.MCom Learning GoalsLearning Goal 1: A graduate can demonstrate higher level in-depth knowledge and understanding of contemporary thought and developments within your specific research area.Learning Goal 2: A graduate can evaluate the implications of their own research findings for the wider body of relevant academic literature.Learning Goal 3: A graduate can plan and undertake independent academic research that shows a sound understanding of ethical practice.Learning Goal 4: A graduate can synthesise academic literature and communicate research findings, both orally and in written form, consistent with academics working in their chosen discipline.
Subject to approval of the Head of Department
MGMT423
Ekant Veer
Chris Chen
Participation - 20%Students will engage in discussions regarding the theories and concepts presented each week. Students may either discuss these topics in class (preferred) or on the online forums. Students who are unable to engage in a timely discussion of the topics will struggle to gain a full understanding of the concepts necessary for the other assessment. Participation will be graded throughout the course with an interim grade given to students by Week 6.Introspection and Reflection on a Consumption Experience – 40%Due Friday 26th August, 12 noon, uploaded on Learn.Students will choose a consumption experience that they wish to investigate. The choice of experience can be as eclectic as the student wishes it to be (as long as it is legal). Students will be asked to briefly describe the experience and then reflect on the drivers that underpin the consumption experience. The assignment will be presented in the form of a 10-15 minute video plus a two page written reflection of the experience.Study on Post-purchase behaviour and its social impact – 40%Due Thursday 13th October, 11am in-class presentation and report uploaded on Learn.Following the first assignment, students will be asked to recall their post-purchase behaviours during and after the consumption, and investigate how these individual behaviours were influenced by others and influenced others. The findings need to be presented in an oral presentation with visual support (e.g. PowerPoint) for 15 mins each plus a two page written essay.GradingMarks for assessment work may be scaled before a final grade is determined. You should not regard a raw score of 50% as a pass mark.
All readings consist of articles and/or chapter excerpts culled from scientific journals and other publications. A copy of the reading material for the course will be made available as we progress through the course via the course LEARN site.
MKTG603S2 Course Outline LEARN
Class RepresentativeA 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 The Department assumes that you have read this document.You should also read the General Course and Examination Regulations Dishonest PracticeThe 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.
Domestic fee $907.00
International Postgraduate fees
* 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 .