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MKT1002 Consumer Psychology

Semester 2, 2023 Toowoomba On-campus
Units : 1
School or Department : School of Business
Grading basis : Graded
Course fee schedule : /current-students/administration/fees/fee-schedules

Staffing

Course Coordinator:

Overview

Business success requires the ability to uncover genuine insights about your customers. Which product is going to be a 鈥渉it,鈥 which one is going to 鈥渇lop鈥? Which aging brand can be revived, which should you let go? Which product positioning will resonate best in the marketplace, and will the market trend last? These are a just a few of the many important business questions faced every day require true customer insight.
Personal intuition about consumers is no longer enough. This course equips students to become disciplined and astute discoverers

This introductory course will provide an essential foundation for understanding consumers and their behaviour. Students will learn the concepts and tools to understand consumers for better value creation. This course takes an action-learning-oriented approach to content delivery where you will gain an understanding of consumer psychology and be able to apply those insights to modern business contexts.

Course learning outcomes

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

  1. identify, and describe consumer behaviour concepts, theories, principles to solve marketing challenges;
  2. use initiative, creativity and judgement in the application of consumer behaviour theories and concepts in response to marketing challenges;
  3. apply ethical and sustainable standards to respond to marketing challenges;
  4. apply knowledge of advances in technology and digitisation in the analysis of and responses to marketing challenges.

Topics

Description Weighting(%)
1. What and who are consumers? 20.00
2. How do consumers think, feel and act 20.00
3. The impact of disruption and consumer behaviour 20.00
4. Perceptual impacts on consumer behaviour 20.00
5. Building and growing customer segments 20.00

Text and materials required to be purchased or accessed

There are no texts or materials required for this course.

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

Approach Type Description Group
Assessment
Weighting (%)
Assignments Written Workbook 1 No 20
Assignments Written Workbook 2 No 35
Assignments Written Report No 45
Date printed 9 February 2024