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The current and official versions of the course specifications are available on the web at https://www.usq.edu.au/course/specification/current.
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MKT1002 Consumer Behaviour

Semester 1, 2022 Springfield On-campus
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Business
Grading basis : Graded
Course fee schedule : https://www.unisq.edu.au/current-students/administration/fees/fee-schedules


Examiner: Rumman Hassan


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.

Course learning outcomes

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

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

Student workload expectations

To do well in this subject, students are expected to commit approximately 10 hours per week including class contact hours, independent study, and all assessment tasks. If you are undertaking additional activities, which may include placements and residential schools, the weekly workload hours may vary.

Assessment details

Description Weighting (%)
Date printed 10 February 2023