PDC5412 Keeping Pace with the Customer Revolution
|Full Year, 2012 External Toowoomba|
|Faculty or Section :||Faculty of Business and Law|
|School or Department :||School of Management and Marketing|
|Version produced :||10 December 2013|
Pre-requisite: For FBSC Group Students Only
Students are required to have access to a personal computer, e-mail capabilities and Internet access to UConnect. Current details of computer requirements can be found at <http://www.usq.edu.au/current-students/support/computing/hardware>.
This course aims to inform students of the nature of marketing as seen from a management perspective in the context of today's rapidly changing environment. In particular this course will focus on outlining the basics of consumer behaviour and demonstrating how this is an integral element of successful marketing practice.
The course focuses on the decision making process and aims to highlight the importance of customers to an organisation be they individuals or other organisations. In today's fast paced world, full of instant information and communication options, modern marketers need to be aware of their customers needs and wants and how they are likely to interact with their marketing communications and activities.
On successful completion of this course, students should be able to:
- know that marketing begins and ends with customers and consumers
- understand how market research can provide relevant information about customers
- use written communication skills to persuade a target audience
- use a range of sources including electronic data bases
- demonstrate an ability to guide companies to develop innovative marketing solutions to meet customer demands.
|1.||Consumer behaviour and consumer decision making||25.00|
|2.||Organisational behaviour and decision making||25.00|
|3.||Integrated marketing communications||25.00|
|4.||Incorporating customer information into the marketing planning process||25.00|
Text and materials required to be purchased or accessed
ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (https://bookshop.usq.edu.au/bookweb/subject.cgi?year=2012&sem=04&subject1=PDC5412)
Please contact us for alternative purchase options from USQ Bookshop. (https://bookshop.usq.edu.au/contact/)
Summers, J & Smith, B 2008, Communication skills handbook, 3rd edn, John Wiley & Sons, Milton, Queensland.
Summers, J, Gardiner, M, Lamb C, Hair, J & McDaniel K 2008, Essentials of marketing, 3rd edn, Cengage Learning, Australia.
Student workload requirements
|Description||Marks out of||Wtg (%)||Due Date||Notes|
Important assessment information
Requirements for students to complete each assessment item satisfactorily:
Penalties for late submission of required work:
Requirements for student to be awarded a passing grade in the course:
Method used to combine assessment results to attain final grade:
Examination period when Deferred/Supplementary examinations will be held:
University Student Policies:
Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at http://policy.usq.edu.au.