MKT1002 Consumer Behaviour
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.
Consumer behaviour provides students with an understanding of value sought in an exchange (a concept introduced in MKT1001, Introduction to Marketing). This course uses the Customer Value Framework model to facilitate student learning about value from the consumer's perspective. Each week, an aspect of the Customer Value Framework is 'unpacked' and related back to marketing. Students learn how various factors such as: situational contexts, psychological and social influences impact perceptions of value in the exchange. Also, students learn how consumer misbehaviour can impact on value in the exchange and the challenges that social marketers and sports marketers face when trying to make a positive change.