Understanding how customers and consumers really behave has been highlighted as one of the fundamental issues which serve to establish the identity of the field of marketing, distinguish it from other fields and disciplines and compel further research inquiry. This module has been designed to equip students with the knowledge and skills to explore this question. The module aims:
To provide students with the means to develop a critical appreciation of the theory of consumer behaviour; in particular to evaluate the contribution of this knowledge to our understanding of marketing.
To enable students to reflect on the relationship of this theory to marketing practice.

(LO1) Students will be able to appraise the nature and scope of the field of consumer behaviour

(LO2) Students will be able to evaluate the contribution of cognitive psychology to the development of our understanding of consumer behaviour

(LO3) Students will be able to identify the dimensions and limitations of a behaviourist perspective on consumer behaviour

(LO4) Students will be able to evaluate the role and significance of external influences on consumer behaviour, including culture and reference group

(LO5) Students will be able to discuss how consumer behaviour might be used to develop marketing strategy

(LO6) Students will be able to critically evaluate consumer research practices

(S1) A creative problem solver

(S2) Commercially aware

(S3) Resilient and adaptable

(S4) An excellent communicator

(S5) Digitally confident

(S6) Ethically aware

(S7) Globally aware

(S8) Confident

(S9) Analytical

(S10) A team player

(S11) Enabler

Teaching Method : Lecture
Scheduled Directed Student Hours: 24
Attendance Recorded: No

Teaching Method - Seminar
Description: Student led seminars will facilitate the sharing of knowledge and experiences of cohort members.
Scheduled Directed Student Hours: 7
Attendance Recorded: Yes

Teaching Method : Group Study
Description: Session to foster student community and engagement by working with others on their ‘active learning’ activities
Scheduled Student Hours: 7
Attendance Recorded: No

Self-Directed Learning Hours: 112
Description: Additional material will be in the form of web-based reading and research, selected texts, journal articles and contemporary magazines and press articles. Independent research and study will be encouraged throughout to complement group work activities. Students will be exposed to case studies on a range of marketing related issues and will be given the opportunity to ap ply their learning to real consumer research opportunities/problems.

Skills/Other Attributes Mapping

(S1) Skills / attributes: A creative problem solver
How this is developed: During learning activities, you will be asked to analyse concepts and challenges faced in consumer behaviour and identify appropriate solutions. This skill will also be developed through your ability to search for and use relevant information.
Mode of assessment (if applicable): Directly, via assignment one (group essay) and assignment two (individual reflective account).

(S2) Skills / attributes: Commercially aware
How is this developed: Through asynchronous learning activities, seminars, group activities, and feedback sessions. Specifically, assessing advertising campaigns.
Mode of assessment (if applicable): Via assignment one (group essay) and assignment two (individual reflective account).

(S3) Skills / attributes: Resilient and adaptable
How this is developed: Th e weekly online, on campus activities and assessments will mean that you will have to plan your time and prioritise what you do. These challenges will help you build resilience and adaptability. Specifically, working with other students in teams for assignment one (group essay) will help to develop these skills.
Mode of assessment (if applicable): Indirectly; in your groups on the production of assignment one (group essay) you will develop your resilience and adaptability through writing, negotiating, discussing, and editing the essay.

(S4) Skills / attributes: An excellent communicator
How this is developed: You will be encouraged to focus on your communications in all aspects of this module, for example; in the way you communicate in seminars and via your writing styles. You will be given advice on how to develop these skills.
Mode of assessment (if applicable): Indirectly, the way you communicate with others will help to develop your learning and directly via assig nment one (group essay) and assignment two (individual reflective account).

(S5) Skills / attributes: Digitally confident
How this is developed: You will need to engage in various learning activities using online resources. Additionally, you will use a word processing application and conduct research, include searching content online to complete both assignments one (group essay) and two (individual reflective account).
Mode of assessment (if applicable): Directly, via assignment one (group essay) and two (individual reflective account). Plus, indirectly via feedback on learning activities in seminars.

(S6) Skills / attributes: Ethically aware
How this is developed: Through understanding some of the ethical dimensions of consumer behaviour.
Mode of assessment (if applicable): This is not assessed.

(S7) Skills / attributes: Globally aware
How this is developed: Directly, via assignment one (group essay). Additionally, working with students from di fferent cultural backgrounds will help you to consider the wider context in which consumer behaviour decisions are made.
Mode of assessment (if applicable): This is not assessed.

(S8) Skills / attributes: Confident
How this is developed: Your confidence will build as you engage in seminars, and discussions, and present your ideas. You will also be provided formative feedback on your work in seminars which will help you develop your skills confidently. You will be encouraged to reflect on your skills during learning activities.
Mode of assessment (if applicable): The challenges this module brings; including an expectation that you can carry out research and make independent decisions regarding the content of your assessments will help to build your confidence. Assignment two (individual reflective account) will enable you to articulate your strengths as well as identify areas for improvement.

(S9) Skills / attributes: Analytical
How this is developed: Thr ough seminars and group discussions and also via assignment one (group essay) and assignment two (individual reflective account).
Mode of assessment (if applicable): Your ability to be analytical is assessed directly via your individual reflective account (assessment) and assignment two (individual reflective account).

(S10) Skills / attributes: A team player
How is this developed: Working with other students in the production of the group essay (assignment one).
Mode of assessment (if applicable): Through group activities in your seminars and via assignment one (group essay).

(S11) Skills / attributes: Enabler
How is this developed: Some students can be the group leader for assignment one.
Mode of assessment (if applicable): This is not directly assessed, but effective production of the group essay (assignment one) will arise from confident leadership and encouragement.

Introduction to consumer behaviour;

Perception and emotions;

Personality and the self;

Learning, memory and motivation;

Attitudes and values;

Individual decision making;

Reference groups;

The family;

Sub-cultures;

Culture.