MKT1002 Consumer Behaviour
|Short Description:||Consumer Behaviour|
|Faculty or Section :||Faculty of Business, Education, Law and Arts|
|School or Department :||School of Management and Enterprise|
|Student contribution band :||Band 3|
|ASCED code :||080599 - Sales and Marketing not elsewh|
|Grading basis :||Graded|
|Version produced :||22 February 2019|
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 unpacks hedonic, utilitarian and social value to facilitate student learning about consumer value and introduces the notion of co-creating value. Students learn how various factors such as: situational contexts, psychological and social cultural influences impact perceptions of value in the exchange in a multitude of markets. Students explore a range of ways in which consumer value can be applied in the marketplace, and consider the ethical nature of value application on consumers.