The course will provide a theoretical account of consumption as a (mainly) cultural activity: consumers interact with each other, with the market, and socio-cultural institutions by means of consumption acts and activities. Through consumption, consumers express their identity and contribute to the development and change of marketplaces and popular culture. As such, consumption can be seen as both a collective, aggregate cultural phenomenon and an individual, subjective activity to satisfy needs and wants. The course will review consumer culture and consumer behaviour theories in order to understand these alternative viewpoints and their implications for marketers.

Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

1. Identify relevant consumer culture and consumer behaviour theories;
2. Examine relevant theories in individual, marketplace and cultural contexts;
3. Relate the consumption experiences of others to relevant consumer culture and behaviour theories;
4. Critique relevant consumer culture and behaviour theories in the individual, marketplace and cultural contexts;
5. Demonstrate the use of evidence and theory in applying marketing strategies and tactics; and
6. Report a personal reflection on consumption experiences.

Research-Led Teaching

This course aims at giving students the thrill of discovery by offering a balance of theoretical background and practical exposure. To that end, the approach in this course is to incorporate marketing-related examples, trends and developments that derive from academic research but with a focus on the latest in knowledge and practice.

This course will be taught in-person only supported by materials in Wattle.

Field Trips

There are no field trips.

Additional Course Costs

There are no additional class costs.

Examination Material or equipment

Not applicable.

Required Resources

Consumer Behaviour: Buying, having, being

   Author: Solomon, Previte, Russell-Bennett and Payne

   Publisher: Pearson

   Edition: 5th

   Availability: 

• See Wattle for access and purchase details
• ANU Library Online textbook [Needs to be amended once library has purchased 2025]

A

Recommended Resources

See Wattle.

Staff Feedback

Students will be given feedback in the following forms in this course:

• Grading rubrics
• written comments
• verbal comments
• feedback to whole class, groups, individuals, focus group etc

Student Feedback

ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. Students are encouraged to offer feedback directly to their Course Convener or through their College and Course representatives (if applicable). Feedback can also be provided to Course Conveners and teachers via the Student Experience of Learning & Teaching (SELT) feedback program. SELT surveys are confidential and also provide the Colleges and ANU Executive with opportunities to recognise excellent teaching, and opportunities for improvement.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Foundations of Consumer Behaviour	Reading: Ch 1, 2
2	Perception	Reading: Ch 3
3	Learning and Memory	Reading: Ch 4
4	Personality / Motivation	Reading: Ch 5, 6
5	Values / The Self	Reading: Ch 6, 7
6	Groups and Social Influence	Reading: Ch 11Due: Consumption Journal (Thursday @ 23:59pm)
7	Subcultures: Ethnicity, Religion and Age	Reading: Ch 12
8	Subcultures: Lifestyle, Income and Social Class	Reading: Ch 13
9	The Culture of Consumption	Reading: Ch 14
10	Attitudes and Attitude Change	Reading: Ch 8
11	Individual Decision Making	Reading: Ch 9
12	Buying	Reading: Ch 10

Tutorial Registration

ANU utilises MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities / tutorials so they can better plan their time. Find out more on the Timetable webpage.

This course has tutorials or tutorial-like teaching activities.

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Quizzes 10%	10 %	*	*	1,2
Consumption Activities 10%	10 %	*	*	1,2,3,4
Activity Presentations 10%	10 %	*	*	2,3,4,5
Consumption Journal 30%	30 %	27/03/2025	14/04/2025	5,6
Examination 40%	40 %	*	26/06/2025	1,2,3,4,5,6

* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details

Policies

ANU has educational policies, procedures and guidelines , which are designed to ensure that staff and students are aware of the University’s academic standards, and implement them. Students are expected to have read the Academic Integrity Rule before the commencement of their course. Other key policies and guidelines include:

• Academic Integrity Policy and Procedure
• Student Assessment (Coursework) Policy and Procedure
• Extenuating Circumstances Application
• Student Surveys and Evaluations
• Deferred Examinations
• Student Complaint Resolution Policy and Procedure
• Code of practice for teaching and learning

Assessment Requirements

The ANU is using Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. For additional information regarding Turnitin please visit the Academic Skills website. In rare cases where online submission using Turnitin software is not technically possible; or where not using Turnitin software has been justified by the Course Convener and approved by the Associate Dean (Education) on the basis of the teaching model being employed; students shall submit assessment online via ‘Wattle’ outside of Turnitin, or failing that in hard copy, or through a combination of submission methods as approved by the Associate Dean (Education). The submission method is detailed below.

Moderation of Assessment

Marks that are allocated during Semester are to be considered provisional until formalised by the College examiners meeting at the end of each Semester. If appropriate, some moderation of marks might be applied prior to final results being released.

Participation

Participation is expected in all classes and assessment. Lectures will be pre-recorded and available through Wattle. Tutorials will all be taught in-person. Optional: In-person lecture, more information will be made available through Wattle. 

Attendance at seminars, lectures and tutorials while not compulsory, is expected in line with "Code of Practice for Teaching and Learning," Clause 2 paragraph (b). Where students will not be able to attend a seminar, lecture and tutorial, they should advise the Convenor and discuss how to address the learning materials instead.

Examination(s)

Final Examination will be completed in two parts:

Part A: A take home written exam due: Thursday 29th May @ 23:59.

Part B: An 12 minute interactive oral interview completed online. Due: in allocated time slots during the examination period (3-13th June 2025). Students will have the opportunity to select their allocated time.

Assessment Task 1

Quizzes 10%

Learning Objectives: 1, 2

Weighting: 10%

Type: Individual

Description: The quizzes cover the basic concepts covered in the course and are designed to encourage students to keep up to date with the course work in this subject. As each week's material operates as a discrete topic it is important to keep up.

Content: Lecture and text book material for each week.

Completion: Students will complete weekly online quizzes through Wattle. Each quiz is composed 5 multiple choice questions based on text book and lecture material. Each quiz is worth 1 mark and the best 10 of 12 will count towards your final grade. Once you start the quiz you will have 10 minutes to complete it.

Quizzes will be available from the end of the weekly lecture.

Due Date: Weekly, Friday @ 23:59 of the week following, i.e. Week 1 quiz is due Friday of week 2.

Late Submission: No late submissions accepted and will receive a grade of 0.

• Special consideration will only be applied if documentary evidence is provided that covers the entire quiz period. Evidence will need to be provided per ANU application for extension policy. Note consideration will only be applied in the event that more than TWO quizzes are not completed / or otherwise affected.
• If there is an IT issue during the period you are completing the quiz please log a job with the ANU Service Desk AND send an email to the course coordinator detailing the problems experienced. If IT confirms there was an issue special consideration conditions will be applied.

Feedback: Quiz results are released immediately once the quiz has closed.

Assessment Task 2

Consumption Activities 10%

Learning Objectives: 1,2,3,4

Weighting: 10%

Type: Individual

Purpose: This task is designed to expose students to numerous theories of consumption and consider how these affect marketing practice. These are designed to be fun and interactive ways to connect students' own consumption and behaviour to the concepts and theories presented in the course. The answers provided in these activities will form the basis for Assessment Task 3.

Description: Students must complete at least 10 of the 11 activities throughout the semester (the best 10 will be counted). In tutorials students will be required to complete set tasks (both individual and group depending on the requirements for that week's activity) and answer activity questions, followed by a class discussion. Students must show active input into task completion, through sharing preparation work, discussing ideas, and completing answers to the questions. See the assignment brief on Wattle for the list of activities and associated topics.

Marking Criteria: See Assignment Brief on Wattle.

Completion:

1. Attend designated tutorial time. If unable to attend, please contact the course convenor and your tutor to arrange either an alternate tutorial time to attend or an alternate assessment task. This is only needed if you cannot attend more than one class.
2. Complete the requirements for each activity. Demonstrating active engagement with the group and the class.
3. Submit required materials to the tutorial forum on Wattle by the end of class.

Late Submission: No late submissions are accepted and will receive a grade of 0. Any request for alternative arrangements must be negotiated with the course convenor and tutor.

Marking Criteria:

1. Did not attend or complete activity = 0 marks
2. Attended and completed but minimal engagement or did not complete task = 0.5 marks
3. Attended, completed tasks and engaged with the group/class = 1 mark

Feedback:

• Up to 10 working days after the tutorial.
• Further feedback can be provided in tutorials, via email or in consultation upon request.

Assessment Task 3

Activity Presentations 10%

Learning Objectives: 2,3,4,5

Weighting: 10%

Type: Group (2-3 members)

Description: Each group will be allocated one topic to present in their tutorial during the semester. This provides students with the opportunity to engage in specific consumer behaviour theories through gathering and synthesising different forms of evidence, and relate this to consumption experiences and marketing strategies. Specifically, these presentations are designed to connect the previous week's answers to the Consumption Activities to the Consumer Behaviour concept or theory demonstrated.

Marking Criteria: See Assignment Brief on Wattle.

Completion: Each group is required to do ONE presentation. Topic selections will be done in the tutorial of Week 2, only one group per topic is allowed.

1. Presentations are 5 - 8 minutes in length.
2. Content:
3. Provide a summary and synthesis of the topic based on the evidence gathered.
4. Link answers to relevant Consumption Activity to the theory or concept.
5. Identify implications / conclusions for marketing tactics and practice.
6. See Wattle for the schedule of topics / Consumption Activities.
7. One member of the group must upload their presentation slides and a document that summarises the evidence used to the Tutorial Forum prior to the start of class. See the Assignment Brief on Wattle for more information.

Group Management: Groups will be formed by self-selection in Week 2 into groups of 2-3 students based on topics of shared interest. Students who do not form into a team by the end of week 2 will be allocated into a team by the tutor. Students will remain in the same groups throughout the semester. 

The ANU expect groups to manage themselves and work collaboratively with equal contribution from each member towards the successful completion of the project. The ANU may give members in a group different marks for the assessments submitted by the group, if member/s have not contributed equally. For this purposes groups should document interactions and documents. To resolve any group conflicts groups should initially approach the tutor for assistance in managing any conflict or workload or to seek other advice. The tutor may recommend that the group approach the lecturer for further intervention.

Late Submission: No late submissions are accepted and will receive a grade of 0. Any request for alternative arrangements must be negotiated with the course convenor following the ANU application for an extension procedure.

Marking Criteria: See Wattle

Assessment: Group based. However, differential grades may be awarded between individual group members if evidence of non-participation or effort is provided to the tutor and course convenor. Presentations will be video recorded, which will enable later validation and verification of assessment if required (in accordance with point 7 in the ANU Student Assessment (Coursework) policy.

Feedback:

• Up to 10 working days after the presentation.
• Activity Presentation feedback will be provided via Wattle assignment comments and rubric.
• Further feedback can be provided in tutorials, via email or in consultation upon request.

Assessment Task 4

Consumption Journal 30%

Learning Objectives: 6

Weighting: 30%

Type: Individual

Description: Students individually prepare a consumption journal of 15 summary entries (3 weeks x 5 entries per week) and 3 detailed entries (each a max of 500 words). More information is available in the Assignment Brief on Wattle.

Due date: Thursday Week 6 @ 23:59

Submission: Turnitin

Marking Criteria: See Assignment Brief on Wattle.

Late Submission: Late submissions without a pre-approved extension are penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date.

Feedback:

• Up to 10 working days after submission.
• Feedback will be provided via Turnitin in-text notes and comments and the rubric. The final grade will only appear in the Wattle gradebook (not Turnitin).
• Further feedback can be provided via email or in consultation upon request.

Note: Consumption Journals will form the basis for the Examination. See Note in Assessment Task 5 for more information.

AI use: the use of AI such as ChatGPT to generate an essay or report is not allowed as it is akin to plagiarism. Students are required to demonstrate achievement of critical, analytical and synthesis skills in high-quality works. Based on past experience AI is exceedingly bad at writing about personal experiences, feelings and behaviours.

Assessment Task 5

Examination 40%

Learning Objectives: 1,2,3,4,5,6

Weighting: 40%

Type: Individual

Overview: The purpose of this assessment task is to determine student's ability to apply consumer behaviour theories in identifying and applying relevant theories to a real person's consumption behaviour. This assessment task is completed in two parts. The first part is to analyse the allocated Consumption Journal and prepare ONE Consumer Profile Powerpoint slide that will form the basis for the second part, the Oral Interview.

Return of Assessment: After release of final grades on 26 June 2025

AI use: The use of AI such as ChatGPT to generate answers is not allowed as it is akin to plagiarism. Students are required to demonstrate achievement of critical, analytical and synthesis skills in high-quality works.

Description: You will have a total of 12 minutes in conversation with a tutor to discuss and explain your analysis and slide via Zoom/Teams (TBD). This offers you the opportunity to demonstrate your analysis process, use of evidence and application of theories / concepts in developing the Consumer Profile. The conversation will also cover your understanding of consumer behaviour concepts and theories and what these mean for marketing practice.

Notes: This assessment item is a closed book, language translation tools cannot be used, your face must be visible and your voice audible (meaning your internet connection, camera and microphone must be functioning and turned on for the duration. You will need your student card to verify your identity at the start of the Interview. Interviews will be video recorded, which will enable later validation and verification of assessment if required (in accordance with point 7 in the ANU Student Assessment (Coursework) policy.

Due date: Selected time slot during the exam period (3rd-13th June 2025)

Submission: Zoom/Teams (TBD)

Late Submission: Late attendance at your scheduled Oral Interview time slot will reduce the available time for your assessment. Non-attendance at your scheduled time slot for your Oral Interview will receive a grade of 0 for this section.

Academic Integrity

Academic integrity is a core part of the ANU culture as a community of scholars. The University’s students are an integral part of that community. The academic integrity principle commits all students to engage in academic work in ways that are consistent with, and actively support, academic integrity, and to uphold this commitment by behaving honestly, responsibly and ethically, and with respect and fairness, in scholarly practice.

The University expects all staff and students to be familiar with the academic integrity principle, the Academic Integrity Rule 2021, the Policy: Student Academic Integrity and Procedure: Student Academic Integrity, and to uphold high standards of academic integrity to ensure the quality and value of our qualifications.

The Academic Integrity Rule 2021 is a legal document that the University uses to promote academic integrity, and manage breaches of the academic integrity principle. The Policy and Procedure support the Rule by outlining overarching principles, responsibilities and processes. The Academic Integrity Rule 2021 commences on 1 December 2021 and applies to courses commencing on or after that date, as well as to research conduct occurring on or after that date. Prior to this, the Academic Misconduct Rule 2015 applies.

 

The University commits to assisting all students to understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. All coursework students must complete the online Academic Integrity Module (Epigeum), and Higher Degree Research (HDR) students are required to complete research integrity training. The Academic Integrity website provides information about services available to assist students with their assignments, examinations and other learning activities, as well as understanding and upholding academic integrity.

Online Submission

You will be required to electronically sign a declaration as part of the submission of your assignment. Please keep a copy of the assignment for your records. Unless an exemption has been approved by the Associate Dean (Education) submission must be through Turnitin.

Hardcopy Submission

For some forms of assessment (hand written assignments, art works, laboratory notes, etc.) hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must utilise the Assignment Cover Sheet. Please keep a copy of tasks completed for your records.

Late Submission

Quizzes, Activity Presentations and Examination: No submission of an assessment task is permitted without an approved extension after the due date. If an assessment task is not submitted by the due date, a mark of 0 will be awarded.

Consumption Activities: Students can request to attend an alternate tutorial time by contacting the course convenor and their tutor prior to their allocated time. If more than one tutorial is to be missed contact the course convenor for an alternate activity to be allocated.

Consumption Journal: Late submission of assessment tasks without an extension is penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date.

All requests for Assessment Adjustment (including Requests for Extension and for Consideration of Extenuating Circumstances) should be submitted via ISIS.

Referencing Requirements

The Academic Skills website has information to assist you with your writing and assessments. The website includes information about Academic Integrity including referencing requirements for different disciplines. There is also information on Plagiarism and different ways to use source material. Any use of artificial intelligence must be properly referenced. Failure to properly cite use of Generative AI will be considered a breach of academic integrity.

Returning Assignments

Please see relevant assessment task details above.

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure. Extensions may be granted for assessment pieces that are not examinations or take-home examinations. If you need an extension, you must request an extension in writing on or before the due date. If you have documented and appropriate medical evidence that demonstrates you were not able to request an extension on or before the due date, you may be able to request it after the due date.

Resubmission of Assignments

Unless specified otherwise in the assignment requirements, resubmissions are permitted up until the due date and time, but not allowed afterwards.

Privacy Notice

The ANU has made a number of third party, online, databases available for students to use. Use of each online database is conditional on student end users first agreeing to the database licensor’s terms of service and/or privacy policy. Students should read these carefully. In some cases student end users will be required to register an account with the database licensor and submit personal information, including their: first name; last name; ANU email address; and other information.
In cases where student end users are asked to submit ‘content’ to a database, such as an assignment or short answers, the database licensor may only use the student’s ‘content’ in accordance with the terms of service – including any (copyright) licence the student grants to the database licensor. Any personal information or content a student submits may be stored by the licensor, potentially offshore, and will be used to process the database service in accordance with the licensors terms of service and/or privacy policy.
If any student chooses not to agree to the database licensor’s terms of service or privacy policy, the student will not be able to access and use the database. In these circumstances students should contact their lecturer to enquire about alternative arrangements that are available.

Distribution of grades policy

Academic Quality Assurance Committee monitors the performance of students, including attrition, further study and employment rates and grade distribution, and College reports on quality assurance processes for assessment activities, including alignment with national and international disciplinary and interdisciplinary standards, as well as qualification type learning outcomes.

Since first semester 1994, ANU uses a grading scale for all courses. This grading scale is used by all academic areas of the University.

Support for students

The University offers students support through several different services. You may contact the services listed below directly or seek advice from your Course Convener, Student Administrators, or your College and Course representatives (if applicable).

• ANU Health, safety & wellbeing for medical services, counselling, mental health and spiritual support
• ANU Accessibility for students with a disability or ongoing or chronic illness
• ANU Dean of Students for confidential, impartial advice and help to resolve problems between students and the academic or administrative areas of the University
• ANU Academic Skills supports you make your own decisions about how you learn and manage your workload.
• ANU Counselling promotes, supports and enhances mental health and wellbeing within the University student community.
• ANUSA supports and represents all ANU students