MKT1002 Consumer Behaviour (FOBUS)

Semester 2 (ONC)Toowoomba (ONC)Fraser Cst (ONC)Springfld (EXT)Toowoomba

Units 1.0 (Sales and Marketing not elsewh) Band 3A

Co-requisite: MKT1001

Students are required to have access to a personal computer, e-mail capabilities and Internet access to USQConnect. Current details of computer requirements can be found at <http://www.usq.edu.au/business/student/computerreq.htm>.

Synopsis

This course develops in depth the basics of consumer behaviour introduced in MKT1001 Introduction to Marketing. It is based upon the premise that consumers are the key to success of any marketing effort and hence marketers need to know how and why consumers behave the way they do. The course examines in detail the environmental influences, individual differences and psychological processes which influence the consumer decision processes. Consumer trends are examined through case analysis, media study and real life application.