MAN-10031 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

Programme/Approved Electives for 2020/21

Available as a Free Standing Elective

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2020/21

This module introduces students to the study of consumer behaviour and its central position within the discipline of marketing for both individuals and organisations. The various determinants of consumer behaviour are examined with reference to theories drawn from multiple disciplines. At the end of this module, students will understand the psychological and social influences upon consumers behaviour.

The primary aim is to provide students with an understanding of theories underpinning consumer behaviour by integrating multi-disciplinary frameworks.

Intended Learning Outcomes

Evaluate the antecedents of buying behaviour in an individual and social context: 1
Understand the central role of buyer behaviour theory in marketing: 1
Explain the role of social and cultural context in buying behaviour: 1
Compare and evaluate different approaches to understanding consumer behaviour
: 1
Understand the differences between organisational and individual buying behaviours: 1

Study hours

16 hours lectures
11 hours seminar
23 hours lecture/seminar prep
46 hours assignment
54 hours private study which includes additional reading, thinking time, discussing ideas with other students, etc.

School Rules

None

Description of Module Assessment