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MKT1002 Consumer Behaviour

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


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 offers

Study period Mode Campus
Semester 1, 2022 On-campus Springfield
Semester 1, 2022 Online
Semester 2, 2022 Online
Date printed 10 February 2023