MARK5800课程是关于市场营销的核心课程，旨在教授市场调研、市场定位、市场营销战略等方面的知识和技能。通过学习该课程，学生将深入了解市场营销的基本概念和方法，为日后从事市场营销管理工作打下基础。UNSW Business School
School of Marketing
MARK 5800
Consumer Behaviour
Prof. Nitika Garg
3022 Quadrangle Bldg.
n.garg@unsw.edu.au
UNSW Business School
Textbook:
Consumer Behaviour: Building
Marketing Strategy
14th Edition
1260569748 · 9781260569742
By David L. Mothersbaugh, Delbert I.
Hawkins, Susan Bardi Kleiser
© 2020
Lecture slides, recordings, and
additional materials
will be made available on Moodle.
Course Introduction
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Tutors
Syeda Afza
Rita (Yuli) Li
syeda.afza@unsw.edu.au
yuli.li@unsw.edu.au
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UNSW Business School
– To introduce the concepts and theories underlying
consumer behaviour.
– To help identify the marketing problem at hand and to
equip you with the tools to conduct effective consumer
behaviour research.
– To help you develop insights into how to apply your
knowledge of consumer behaviour to design effective
marketing strategies to address those problems.
Course Objectives
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UNSW Business School
Part 1: Introduction (Ch. 1)
Part 2: Consumer Decision Process (Chs. 14,15,16, 17)
Part 3: Internal Influences (Chs. 8,9,11)
Part 4: External Influences (Chs. 2,7)
Hands-on Project Approach
Course Overview
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UNSW Business School
Lectures AND examples
Recording and Live Weeks (1, 2, 4, 7, 9)
- ~1hr 15m of recorded material
- 1hr of live lecture from 5-6pm on Wednesdays,
Zoom link available on Moodle
Recorded Only Weeks (3, 5, 8, 10) - ~1hr 30m of recorded
material
Introduce topic and examples
Focus on examples in the Live classes.
Course Structure
UNSW Business School
CHECK details on Moodle
7 tutes – ~1hr 45m each
STRONGLY SUGGEST THAT YOU ATTEND ALL TUTORIALS
Course Structure
Tutorials – Start in Week 2
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UNSW Business School
Assessment Details
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Assessment Task Weighting Date
Individual Case 7% Week 7
Group Project
-Survey
-Report
5%
25%
Week 7 (submission via email)
Week 10
Individual Quizzes (3 out of 4) 60% Weeks 3, 5, 8, 10 (Best 3 of 4 counted)
Research Participation 3%
Students schedule sessions as per their
convenience during the period when the
research surveys are active
UNSW Business School
Individual quizzes
Best three out of four scores to be counted. No
make-up for a missed test needed/ allowed.
Individual case and other tutorial activities
Out-of-class submissions should be typed.
Hand-written or late submissions will not be
accepted.
Group Project
Activities
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UNSW Business School
• Form groups (size ~ 5) – Week 4, at the latest
You should choose your brands as soon as possible and no
later than week 4
Report: This should be a distillation of your research and
analysis, taking not more than 7 pages (single-sided,
12pt font, 1.5-spaced) – Week 10 (via email & on
Turnitin)
End-term Project
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UNSW Business School
LIC’s Consultation Times:
3:15-4:30pm on Wednesdays or by appointment
@ MS Teams
I’m available by MS Teams and email, but please use your
UNSW email addresses!
Contact
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DO View lecture recordings on time.
Do Attend live classes and all tutorials.
DO Ask questions in class/ tutorial.
DON’T Wait till the last minute to view recordings.
DON’T Wait to clarify your doubts/ questions.
Do’s & Don’ts
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UNSW Business School
 What is Consumer Behaviour?
 What do you think we will study in
this course?
 Why do you think we need to?
 Nine Major Marketing Mistakes
For Week 1, Consider…