24710 Customer Experience and Behaviour
Warning: The information on this page is indicative. The subject outline for a
particular session, location and mode of offering is the authoritative source
of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.
Subject handbook information prior to 2025 is available in the Archives.
Credit points: 6 cp
Subject level:
Postgraduate
Result type: Grade and marksThere are course requisites for this subject. See access conditions.
Anti-requisite(s): 240710 Digital Consumer Behaviour
Description
This subject focuses on the issues relating to the understanding of customer behaviour and on the application of such understanding to marketing practice. Topics include individual determinants (e.g., motivation, perception, learning, memory, attitudes, emotion, personality), environmental influences (e.g., social influence, customer journey, social class, culture), and the decision-making process.
Subject learning objectives (SLOs)
| 1. | Examine the theoretical foundations of customer experience and behaviour |
|---|---|
| 2. | Apply customer experience and behaviour theories, frameworks and concepts to managerial marketing decision contexts |
| 3. | Work effectively in teams to develop interpersonal, leadership and communication skills |
| 4. | Communicate effectively the findings of the group work components |
| 5. | Consider social responsibility and cultural awareness in the context of buyer behaviour |
Contribution to the development of graduate attributes
Effective marketing builds on an in-depth understanding of how customers behave and what they experience. This subject develops advanced knowledge and practical competencies to link theories of customer behaviour to marketing decision-making. It provides hands-on approaches that allow marketers make informed decisions about the design and implementation of marketing strategies that are influenced by and, in turn, affect customer behaviour and experiences. This subject contributes to the development of the following graduate attribute(s):
- Communication and collaboration
- Social responsibility and cultural awareness
- Collaborate with colleagues and stakeholders to achieve strategic marketing and business outcomes. (2.2)
Teaching and learning strategies
The subject is based on a combination of recorded lectures and interactive workshops comprising in-depth case discussions, exercises, and student presentations.
Students are expected to engage with the materials provided on Canvas (e.g., lecture videos, cases, other readings) prior to each workshop. The workshops will include time where students will work together in student-led discussion of the cases and exercises with the provision of teacher and peer feedback.
An aim of this subject is to help you develop academic and professional language and communication skills in order to succeed at university and in the workplace. To determine your current academic language proficiency, you are required to complete an online language screening task, OPELA (information available at https://www.uts.edu.au/research-and-teaching/learning-and-teaching/enhancing/language-and-learning/about-opela-students) [or a written diagnostic task]. If you receive a Basic grade for OPELA [or the written diagnostic task], you must attend additional Language Development Tutorials (each week from week [3/4] to week [11/12] in order to pass the subject. These tutorials are designed to support you to develop your language and communication skills. Students who do not complete the OPELA and/or do not attend 80% of the Language Development Tutorials will receive a Fail X grade.
Content (topics)
1. Individual determinants of customer behaviour
2. Environmental influences on customer behaviour
3. Marketing practice and customer behaviour
4. Customer decision-making
Assessment
Assessment task 1: Customer Experience Report (Individual)
| Intent: |
|
|---|---|
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 5 |
| Weight: | 40% |
| Length: |
The formatting of all submissions should follow APA style with double-spacing, Times New Roman 12-point font, 2.54cm margins on all sides of the paper, and page numbers in the top-right corner of each page. |
| Criteria: | Component A:
Component B:
Component C:
|
Assessment task 2: Case Project (Group and Individual)
| Intent: |
|
|---|---|
| Objective(s): | This addresses subject learning objective(s): 1, 2, 3, 4 and 5 |
| Weight: | 60% |
| Length: |
The formatting of all submissions should follow APA style with double-spacing, Times New Roman 12-point font, 2.54cm margins on all sides of the paper, and page numbers in the top-right corner of each page. |
| Criteria: | Component A:
Component B:
Component C:
|
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
It is a requirement of this subject that all students complete OPELA [or a written diagnostic task]. Students who receive a Basic grade in the OPELA [or the written diagnostic task] are required to attend 80% of the Language Development Tutorials in order to pass the subject. Students who do not complete the OPELA and/or do not attend 80% of the Language Development Tutorials will receive a Fail X grade.
Required texts
There are no required texts for this subject.
Recommended texts
- Solomon, M. R. (2020). Consumer Behaviour: Buying, Having and Being - 13th Global Edition. Pearson.
- Hoyer, W. D., MacInnis, D. J., Pieters, R., Chan, E., & Northey, G. (2020). Consumer Behaviour - 2nd Asia-Pacific Edition. Cengage.
- Schiffman, O'Cass, Paladino, Carlson (2014). Consumer Behaviour, 6th ed, Pearson Australia.
- Guide to Writing Assignments, Faculty of Business, UTS. This is available at www.uts.edu.au/node/50946/.
Other resources
Websites for general information and current developments on consumer research:
- Association for Consumer Research: www.acrwebsite.org
- American Psychology Association (APA): www.psychologymatters.org
- World Advertising Research Council (WARC): www.warc.com
Academic journals:
- Journal of Consumer Research
- Journal of Marketing
- Journal of Marketing Research
- Journal of Consumer Psychology
- Journal of Interactive Marketing
- Journal of Retailing
- Journal of Advertising
- Journal of Advertising Research
- Journal of Current Issues and Research in Advertising
- Journal of Services Research
- Journal of Personality and Social Psychology
- Journal of Experimental Psychology
- Journal of Behavioral Decision Making
- Marketing Letters
- Journal of Applied Psychology
- Psychology and Marketing
- Marketing Science
- European Journal of Marketing
- Management Science
- International Journal of Research in Marketing
- Organizational Behavior and Human Decision Processes
- Qualitative Market Research: an International Journal
- Harvard Business Review
- American Sociologist
- Psychological Review
- Psychological Science
- American Psychologist
- International Journal of Psychology
It is highly recommended the use of the PsycInfo, Proquest, and/or Business Source Complete databases from the library. Please enquire at the library if you have any questions on how to access these sources.