NBS8517 : Consumer Behaviour
- Offered for Year: 2024/25
- Available for Study Abroad and Exchange students, subject to proof of pre-requisite knowledge.
- Module Leader(s): Professor Klaus Schoefer
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
Semesters
Your programme is made up of credits, the total differs on programme to programme.
| Semester 1 Credit Value: | 10 |
| ECTS Credits: | 5.0 |
| European Credit Transfer System | |
Aims
Upon successful completion of the module students will be able to demonstrate the ability to understand the psychology of individual, situational, environmental and cultural (interpersonal) influences on consumer behaviour; the decision-making process that consumers undertake; and, why, and how this understanding of consumer behaviour is important for marketing. Students will acquire a framework for analyzing consumer behaviour and learn how consumer behaviour can be affected by different marketing strategies. A deeper understanding of consumer behaviour will be developed by learning about relevant psychological and sociological theories which will be applied to real-world consumer behaviour scenarios.
Outline Of Syllabus
Introduction to consumer behaviour
Motivation and involvement
Personality, self-image, and life-style
Consumer perception
Consumer attitude formation and change
External influences on consumer behaviour (culture, subcultures, reference groups and family)
Consumer decision-making process and outcomes
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Scheduled Learning And Teaching Activities | Lecture | 5 | 1:00 | 5:00 | PIP lectures |
| Structured Guided Learning | Lecture materials | 5 | 1:00 | 5:00 | Recorded lectures |
| Guided Independent Study | Assessment preparation and completion | 1 | 30:00 | 30:00 | Time for students to complete formative and summative coursework & assessments |
| Guided Independent Study | Directed research and reading | 1 | 33:00 | 33:00 | Estimated based on 3 hours per teaching week (not necessarily to do in that week) |
| Structured Guided Learning | Structured research and reading activities | 5 | 0:30 | 2:30 | N/A |
| Scheduled Learning And Teaching Activities | Small group teaching | 3 | 1:00 | 3:00 | PIP Seminars |
| Scheduled Learning And Teaching Activities | Drop-in/surgery | 1 | 0:45 | 0:45 | Online Live Pre-Assessment Clinic (delivered via moderated discussion forum) |
| Guided Independent Study | Independent study | 1 | 20:00 | 20:00 | N/A |
| Scheduled Learning And Teaching Activities | Module talk | 1 | 0:45 | 0:45 | Online Live Module Introduction (delivered via Zoom) |
| Total | 100:00 |
Teaching Rationale And Relationship
Recorded lectures (i.e. structured guides learning) provide the theoretical frameworks and concepts for understanding consumer behaviour. These are supplemented by seminars (i.e. scheduled learning and teaching activities) as well as by structured guides learning activities based upon guided readings/case studies/discussion questions. Private independent study focuses on set readings/cases/discussions to enhance students' understanding of the material presented in lectures and in preparation for the assignment.
Assessment Methods
The format of resits will be determined by the Board of Examiners
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Case study | 1 | M | 100 | 2,000 word written case-based assignment |
Formative Assessments
Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.
| Description | Semester | When Set | Comment |
|---|---|---|---|
| Case study | 1 | M | N/A |
| Prob solv exercises | 1 | M | N/A |
Assessment Rationale And Relationship
Formative Assessment:
Throughout the module students will receive feedback on formative assessments case studies, short discussion questions and brief multiple choice-based tests. This will enable them to get feedback on their understanding of consumer behaviour theory and its application.
Summative Assessment:
Relying on independent study skills, the summative written assignment assesses students' ability to identify and apply relevant theory and concepts to behaviour(-related) problems/issues.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- NBS8517's Timetable