Module Catalogue 2024/25

Pre Requisite Comment

N/A

Co Requisite Comment

N/A

Aims

1. To understand the consumer decision-making process.
2. To apply the theories and principles of consumer behaviour to real world examples including international case studies.


Original Summary:
This module takes an in-depth look at how consumers make decisions and behave, focusing on a number of different psychological and behavioural perspectives. The theory is fully supported by up-to date and relevant real world examples and case studies.

Outline Of Syllabus

Semester 1
• Evolutionary psychology
• Conditioning theories
• Motivation
• Goals
• Perception processes
• Attitudes and cognitive processes

Semester 2
• Emotions
• Self and identity
• Psychographic influences
• Demographics influences
• Cultural influences
• Current issues in consumer behaviour

Intended Knowledge Outcomes

By the end of this module students should be able to:

• Analyse and apply aspects of consumer behaviour theory and practice, to facilitate decision making in varying situations and contexts
• Demonstrate a detailed knowledge of established and contemporary theories of consumer behaviour and be able to investigate how these contribute to the wider organization
• Examine and apply different theories/frameworks/techniques that are used in the study of consumer behaviour

Intended Skill Outcomes

1. Retrieve, investigate and analyse information with tutor guidance to appraise findings
2. Take individual responsibility for developing the professional skills and personal qualities including leadership required for a career in marketing and business management

Teaching Rationale And Relationship

The structured guided learning materials and activities provide a framework for introducing the theory and empirical evidence relating to consumer behaviour. These will be supplemented by timetabled scheduled learning and teaching activities (seminars, online sessions, discussion boards) which will be focused on applying the theory to practice and clarifying students’ queries. Additionally, students will gain a more in-depth understanding of theory and examples through the guided independent study materials.

Assessment Rationale And Relationship

Preparing a consumer behaviour portfolio (coursework 1) provides students with the opportunity to develop their creativity, critical writing and information analysis skills through engaging with extant consumer behaviour research, as well as to apply aspects of consumer behaviour theory and practice to chosen adverts, situations and/or contexts.

The unseen exam provides the appropriate assessment format to examine students’ understanding of consumer behaviour theory as covered in the syllabus. Students will be required to illustrate their understanding of the theory with appropriate real life and industry/practice examples.

General Notes

N/A