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MKTG 303 |
Consumer Behaviour
Semester 2 2022 Copyright @2022 The University of Auckland All Rights Reserved
The content and delivery of lecture (including online) in this course are protected by copyright.
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Failure to comply with the terms of this warning may expose you to legal action for copyright infringement by the copyright owner and/or disciplinary action by the University. MKTG303 WEEK 12 RECAP AND EXAM PRACTICE THE CONTENT OF THE EXAM Week 7 Household Consumption
Week 8 Marketing and Consumerism
Week 9 Decision Making Process
Week 10 Reference Groups and Social Influence
Week 11 Culture and Consumption
HOW TO APPROACH MKTG303 CONTENT Understand overarching theme behind (the second half of) the course and specific lecture topics
Identify the key theoretical concepts in each lecture, and think about the relevant examples (marketing, preferably your own) that illustrate these concepts and definitions
Think about how theoretical concepts are linked within each lecture
Think about how theoretical concepts are connected across lectures
Critically reflect on these concepts (tell us what you think and support your position with theories that we covered) HOW ARE THE TOPICS LINKED? Week 9 Decision Making Week 8 Process Marketing and Consumerism Week 7 Household Consumption Week 10 Reference Groups, Social Influence & Brand Communities
Week 11 Culture and Consumption OVERARCHING (BIG) QUESTIONS FOR EACH LECTURE: What is the relationship between marketing, consumption, and culture (in consumerist societies) ?
Why marketing is pervasive? How do marketers shape (individual) consumer decisions?
How do other people influence us when we make our consumption choices? How can we use this in marketing?
How does culture influence consumption? How does culture influence marketing? How do consumption and marketing influence culture? Why should marketers care? WEEK 7 – HOUSEHOLD CONSUMPTION The key theoretical concepts: Family as a consumer group Consumer life stages Household influence Consumer socialisation, and some ethical concerns Consider links to decision making, reference groups and social influence WEEK 8 - CONSUMERISM The key theoretical concepts: Consumerism Ideology Consumption purposes and motives in the era of consumerism The role of marketing in the era of consumerism I. Storehouse function II. Powerhouse function Implications for marketing as a social function within consumerist societies WEEK 9 – DECISION- MAKING The key theoretical concepts: Focus on the first three stages (problem recognition and information search + evaluation and selection) What is problem recognition, different types of problems that people encounter (involvement and types of decision making (habitual, limited, extended) Marketing strategies used to activate/supress problem recognition The role of marketers during information search an evaluation and selection stages of decision-making. Consider the links with consumerism and other theories WEEK 10 – REFERENCE GROUPS, SOCIAL INFLUENCE & BRAND COMMUNITIES The key theoretical concepts: Types of groups (Group Classification) with implications Types of resources that groups provide for individual decision-making Determinants of the strength of reference group influence What is a brand community? Brand communities online? How can marketers create brand communities? Links with individual decision-making making Links with consumerism WEEK 11 – CULTURE AND CONSUMPTION The key theoretical concepts: Perspectives on ‘culture’ in consumer behaviour Consumer acculturation Symbols Values Myths & Rituals, and how they are used in advertising Links with consumerism HOW ARE THE TOPICS LINKED? Week 9 Decision Making Week 8 Process Marketing and Consumerism Week 7 Household Consumption Week 10 Reference Groups, Social Influence & Brand Communities
Week 11 Culture and Consumption REMEMBER PART 1 – CONSUMERS AS INDIVIDUALS Perception Learning Memory Self Personality Demographics
Involvement Motivation Psychographics
Attitude Formation & Change Social Class
EXAM FORMAT EXAM FORMAT
3-hour exam + 30 min (reading, submission time).
There will be a CASE STUDY containing advertisements and some description about these advertisements.
You will be asked to answer TWO essay questions based on the case study.
Each question is worth 25 marks.
Max word limit 800 words per question
The examination is worth 50 marks (50%) Last year’s exam: Sem 1 exam: TIPS Plan your time. You need to answer only two questions and you have three hours (1.5 hours on each). Read the question – be sure to answer the question being asked. PLAN your answer Think about what is YOUR MAIN POINT that you are trying to communicate in your answer INTEGRATE – draw on RELEVANT theories from throughout the course to help you to answer the question. Ask yourself – how do I know this? Use (additional) marketing examples to illustrate your points. Identify these BEFORE the exam – it is difficult to think of them during the exam. Try to use your own examples.
ANSWER BOTH QUESTIONS
AN EXAMPLE OF A QUESTION
Using the ad and the case study as a starting point, write an essay that explains the concepts of myths and rituals, and their importance for marketers. In addition, your answer must incorporate two other relevant consumer behaviour theories or concepts covered in the course.
YOUR ANSWER:
Must be written in the essay form (i.e., introduction and conclusion)
Must focus on the question asked
Must reflect the ad and the case study material
Must incorporate TWO other relevant theories
Typically would use additional examples beyond the given ad and the case study, which are appropriately integrated within the essay START BY ASKING THESE QUESTIONS: What are the key concepts asked in this study?
What are the other TWO concepts that I can bring in here to talk about? (Can I use examples from the ad?)
What is my essay about?
What is the relationship between the concepts that I will talk about in my essay?
What evidences from the ad can I use to explain/provide example for these concepts?
Do I need any other examples? How will I integrate these other examples into the essay?
How would I structure an essay based on the above?
- Introduction … Conclusion HOW TO APPROACH STUDYING FOR EXAM Start with WEEK 12 recap lecture slides, then go to ‘objectives’ slide and ‘key questions’ slides for each week.
Make sure that you understand the key concepts from each lecture. Go back to the textbook and/or readings.
Make sure you can explain the key concepts in your own words and provide relevant examples.
Consider how different concepts are linked together (e.g., how is consumerism is linked with reference group influences).
Practice previous exam questions.
Ask for help if you get stuck!
HELP DURING THE EXAM PREPARATION Exam Time: Friday, 11th November, 12.30pm (NZT) Piazza will be open until 11th November Nina’s Office Hours leading up to the exam:
Please note: Nina on leave from 12pm 9 November and all day 10 November! NINA’S FINAL “WORDS OF WISDOM” CRITICAL THINKING Don’t take everything at face value Critically question things Challenge yourself JOB HUNTING Try out different things Internships over summer Part-time work Volunteering Talk to people in jobs you think you could enjoy NETWORKING If you haven’t already, create a good detailed LinkedIn profile Again, chat to people you could see yourself working for Talk to your lecturers about opportunities they may know about, or people they could get you in touch with POSTGRAD STUDY Think about an Honours, Masters programme – do you enjoy learning and studying? Talk to current postgrad students about their experience (the good, the bad, the ugly) Talk to your lecturers about options REFERENCES Ask your lecturers for job, internship, scholarship references ENJOY LIFE! Take a break! Spend time with family Travel, in NZ or abroad Catch up with friends … Thank you!
