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PDC5412 Keeping Pace with the Customer Revolution

Full Year, 2012 External Toowoomba
Units : 0.33
Faculty or Section : Faculty of Business and Law
School or Department : School of Management and Marketing
Version produced : 30 December 2013

Contents on this page


Pre-requisite: For FBSC Group Students Only

Other requisites

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 <>.


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:

  1. know that marketing begins and ends with customers and consumers
  2. understand how market research can provide relevant information about customers
  3. use written communication skills to persuade a target audience
  4. use a range of sources including electronic data bases
  5. demonstrate an ability to guide companies to develop innovative marketing solutions to meet customer demands.


Description Weighting(%)
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). (

Please contact us for alternative purchase options from USQ Bookshop. (

  • 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.

Reference materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.

Student workload requirements

Activity Hours
Directed Study 20.00
Private Study 20.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes

Important assessment information

  1. Attendance requirements:
    Not applicable.

  2. Requirements for students to complete each assessment item satisfactorily:
    Not applicable.

  3. Penalties for late submission of required work:
    Not applicable.

  4. Requirements for student to be awarded a passing grade in the course:
    Not applicable.

  5. Method used to combine assessment results to attain final grade:
    Not applicable.

  6. Examination information:
    Not applicable.

  7. Examination period when Deferred/Supplementary examinations will be held:
    Not applicable.

  8. 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