Module overview
Marketing raises many problems about how consumers buy and use products and how they react to marketing interventions. This module is concerned with evidence from research and theory about issues relating to consumer behaviour, and its application to marketing management.
Aims and Objectives
Learning Outcomes
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- the way research findings have an impact on consumption behaviour.
- how consumers make decisions;
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- demonstrate alternative theories of consumer behaviours;
- apply the principles of consumer behaviour to real world examples including international case studies.
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- critically analyse and apply different techniques that are used in marketing.
Syllabus
The exemplar topics that will be covered in the module are:
- Self - the role of self in consumption
- Consumer motivation theory
- Reference groups
- Learning, memory, and attitudes formation
- Individual decision making
- Customer loyalty
- Customer satisfaction, dissatisfaction, and service failure management
- Store atmospherics
- Consumer responses to cause-related marketing
Learning and Teaching
Teaching and learning methods
Teaching methods include:
- 12 x 2 hour lectures; 10 weekly case study based seminars
Teaching Hours includes lectures, seminars tutorials, project supervisions, demonstration sessions, practical classes and workshops, external guests, work based learning.
| Type | Hours |
|---|---|
| Revision | 20 |
| Wider reading or practice | 20 |
| Completion of assessment task | 30 |
| Lecture | 24 |
| Follow-up work | 22 |
| Seminar | 10 |
| Preparation for scheduled sessions | 24 |
| Total study time | 150 |
Resources & Reading list
Textbooks
East, R., Singh, J., Wright, M., and Vanhuele, M. (2016). Consumer Behaviour: Applications in Marketing. Sage.
Solomon, M.R. (2017). Consumer Behavior: Buying, Having, and Being, Global Edition. Pearson.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Lectures and SeminarsSummative
This is how we’ll formally assess what you have learned in this module.
| Method | Percentage contribution |
|---|---|
| Examination | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
| Method | Percentage contribution |
|---|---|
| Examination | 100% |
Repeat
An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.
| Method | Percentage contribution |
|---|---|
| Examination | 100% |
Repeat Information
Repeat type: Internal & External