Consumer Behaviour

University of Otago

Course Description

  • Course Name

    Consumer Behaviour

  • Host University

    University of Otago

  • Location

    Dunedin, New Zealand

  • Area of Study

    Business, Marketing

  • Language Level

    Taught In English

  • Prerequisites

    Two of (MART 201, MART 202, MART 203) or two of (MART 201, MART 210, MART 211, MART 212)

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credit Points

  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4 - 6
  • Overview

    Develops an in-depth study of a number of concepts in consumer behaviour within the context of consumer culture.

    Teaching Arrangements
    Every week students must attend one 110-minute lecture and participate in one 50-minute tutorial when scheduled.

    Learning Outcomes
    Upon successful completion of this paper, you should be able to understand the role that consumption plays in our everyday lives. Thus, the focus is on defining what is meant by the term 'consumer culture' and acknowledging the importance of 'popular culture'. Rather than being studied in their own right, various concepts from consumer behaviour will be applied to aid in developing students' understanding of consumer and popular culture. No definitive 'answers' are provided by the paper; rather, it is exploratory in nature and aims to introduce a range of issues for discussion. It is important, therefore, that students come to class having done some reading on the week's topic and ready to participate in a class discussion. The assessments have been developed to help students further recognise the role consumption plays in their day-to-day lives. Overall, the emphasis of this paper on consumer behaviour is on the social and cultural implications of consumption and the role of consumer culture and popular culture in contemporary life. By the end of the paper, students should be able to:
    - Critically assess the significance of consumer culture
    - Debate the strengths and weaknesses of competing perspectives on the role of consumption in contemporary society

    Specific skills that will be developed throughout the paper include:
    - Critical reasoning and analytical reflection
    - Verbal, visual and written communication skills
    - Informed and critical responses to academic literature
    - The appropriate selection, collection, use and presentation of information

    This paper adopts an interactive approach to learning. To facilitate this, students are expected to complete required reading before coming to class as they will form the basis for class discussion.

    Required readings are specified each week on Blackboard.

    Recommended reading: Elizabeth Parsons and Pauline MacLaran (2009) Contemporary Issues in Marketing and Consumer Behaviour, 1st Edition, Butterworth Heinemann

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Some courses may require additional fees.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

Please reference fall and spring course lists as not all courses are taught during both semesters.

Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.