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Module

MKT2012 : Consumer Behaviour

  • Offered for Year: 2020/21
  • Module Leader(s): Dr Diana Gregory-Smith
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semesters
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0

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
• Perception processes
• Attitudes and cognitive processes

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

Teaching Methods

Please note that module leaders are reviewing the module teaching and assessment methods for Semester 2 modules, in light of the Covid-19 restrictions. There may also be a few further changes to Semester 1 modules. Final information will be available by the end of August 2020 in for Semester 1 modules and the end of October 2020 for Semester 2 modules.

Teaching Activities
Category Activity Number Length Student Hours Comment
Structured Guided LearningLecture materials136:0036:00N/A
Guided Independent StudyAssessment preparation and completion130:0030:00N/A
Guided Independent StudyDirected research and reading148:0048:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching31:003:003 whole cohort seminars (Synchronous)
Scheduled Learning And Teaching ActivitiesSmall group teaching61:006:006 small group seminars (Synchronous)
Guided Independent StudySkills practice41:004:00N/A
Structured Guided LearningStructured research and reading activities118:0018:00N/A
Scheduled Learning And Teaching ActivitiesDrop-in/surgery91:009:00Whole cohort Q&A sessions (Synchronous)
Guided Independent StudyIndependent study146:0046:00N/A
Total200:00
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 and online drop-in sessions) 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 Methods

Please note that module leaders are reviewing the module teaching and assessment methods for Semester 2 modules, in light of the Covid-19 restrictions. There may also be a few further changes to Semester 1 modules. Final information will be available by the end of August 2020 in for Semester 1 modules and the end of October 2020 for Semester 2 modules.

The format of resits will be determined by the Board of Examiners

Exams
Description Length Semester When Set Percentage Comment
Written Examination902A50N/A
Exam Pairings
Module Code Module Title Semester Comment
LMK2012Consumer Behaviour2N/A
Other Assessment
Description Semester When Set Percentage Comment
Essay1M502000 words
Formative Assessments
Description Semester When Set Comment
Oral Presentation1MOral feedback in seminars
Assessment Rationale And Relationship

Writing a consumer behaviour essay (coursework 1) provides students with the opportunity to develop their 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 situations and 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.

Reading Lists

Timetable