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MKT1002 Consumer Behaviour

Semester 2, 2019 Online
Short Description: Consumer Behaviour
Units : 1
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


Examiner: Rumman Hassan

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


The study of consumer behaviour is critical to understanding how consumers seek and interpret marketing information in exchange transactions. An understanding of the psychological and sociological aspects of consumers' search and choice processes is also vital for successful marketing strategy development. This course will also provide an essential foundation for the marketing subjects studied later in the program.


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.


On successful completion of this course students should be able to demonstrate:

  1. an ability to locate, organise and synthesise consumer behaviour concepts, theories, principles and apply them to solve marketing problems
  2. an ability to use initiative, creativity and judgement in the application of consumer behaviour theories and principles
  3. an ability to apply social, ethical and morally responsible standards to marketing solutions
  4. an ability to communicate clearly and concisely in presenting relevant knowledge, solutions and novel ideas to a range of audiences.


Description Weighting(%)
1. Consumer behaviour, marketing strategy and value 10.00
2. Consumer decision-making and value in the exchange 25.00
3. The impact of situational contexts on consumer value 10.00
4. The impact of psychological influences on consumer value 15.00
5. The impact of social and cultural influence on consumer value 10.00
6. The application of consumer behaviour to various marketing and business contexts 30.00

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. (

Babin, BJ & Harris, EG 2018, CB8: consumer behaviour, Student Edition 8 edn, Cengage Learning, Boston, Massachusetts.

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 expectations

Activity Hours
Assessments 40.00
Directed Study 70.00
Private Study 50.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
ASSIGNMENT 1 100 20 20 Aug 2019
ASSIGNMENT 2 100 35 24 Sep 2019
EXAMINATION 100 45 End S2 (see note 1)

  1. This is a restricted examination. The total working time for the examination is 2 hours. The examination date will be available via UConnect when the official examination timetable has been released.

Important assessment information

  1. Attendance requirements:
    Online: There are no attendance requirements for this course. However, it is the students' responsibility to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

    On-campus: It is the students' responsibility to attend and participate appropriately in all activities (such as lectures, tutorials, laboratories and practical work) scheduled for them, and to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

  2. Requirements for students to complete each assessment item satisfactorily:
    To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks. (Depending upon the requirements in Statement 4 below, students may not have to satisfactorily complete each assessment item to receive a passing grade in this course.)

  3. Penalties for late submission of required work:
    Students should refer to the Assessment Procedure (point 4.2.4)

  4. Requirements for student to be awarded a passing grade in the course:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. Method used to combine assessment results to attain final grade:
    The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative assessment items in the course.

  6. Examination information:
    This is a restricted examination. The only materials that candidates may use in the examination for this course are:
    1. writing materials. These must be non-electronic and free from material which could give the student an unfair advantage in the examination.
    2. an unmarked non-electronic translation dictionary (but not technical dictionary). A student whose first language is not English may take a translation dictionary into the examination room. A translation dictionary with any handwritten notes will not be permitted. Translation dictionaries will be subject to perusal and may be removed from the candidate's possession until appropriate disciplinary action is completed if found to contain material that could give the candidate an unfair advantage.

  7. Examination period when Deferred/Supplementary examinations will be held:
    Any Deferred or Supplementary examinations for this course will be held during the next examination period.

  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

Assessment notes

  1. Referencing in assignments:
    Harvard (AGPS) is the referencing system required in this course. Students should use Harvard (AGPS) style in their assignments to format details of the information sources they have cited in their work. The Harvard (AGPS) style to be used is defined by the USQ Library's referencing guide at