Programme/Approved Electives for 2020/21
Available as a Free Standing Elective
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: 1Understand the central role of buyer behaviour theory in marketing: 1Explain the role of social and cultural context in buying behaviour: 1Compare and evaluate different approaches to understanding consumer behaviour : 1Understand the differences between organisational and individual buying behaviours: 1
16 hours lectures11 hours seminar23 hours lecture/seminar prep46 hours assignment 54 hours private study which includes additional reading, thinking time, discussing ideas with other students, etc.
1: Essay weighted 100%
Description of Module Assessment
2000-word essayStudents will be asked to write an essay that relates to an aspect or aspects of consumer or organisational behaviour theory as covered on the module.