MAN-40120 - 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 explores the diverse set of meanings and practices which influence consumer behaviour in a global, multi-cultural and increasingly digital context, through the use of various theories and concepts and consideration of actual, contemporary consumption activity. In doing so, it critically addresses issues such as identity, community and motivation. The implications that this has for businesses and other enterprises will also be covered.

Understanding the consumer is essential for effective practice in the contemporary global marketplace. This module explores understanding by taking an inter-disciplinary approach, looking at the history of consumption and consumer culture and considering theoretical frameworks drawn across the social science disciplines including sociology, psychology, cultural studies and anthropology. This allows consideration of the consumer as both an individual as well as a social being being influenced by family, groups and culture.

Intended Learning Outcomes

summarise and express a cogent argument in relation to a contemporary aspect of consumer behaviour: 1,2
critically analyse a range of theoretical positions in the relation to "the consumer" and "consumer culture" with recourse to insights derived from other subject disciplines such as sociology, psychology, anthropology and cultural studies: 1,2
demonstrate a thorough understanding of the role of culture and context in exploring consumer society, to embrace global as well as more localised perspectives within the digital age: 1,2
demonstrate advanced knowledge of the conceptual and theoretical underpinnings of consumer society and an understanding of the ways in which these are implicated in actual consumption activities: 1,2

Study hours

12 hours of lectures
12 hours of workshops
50 hours of directed reading and class preparation
76 hours of independent study and assessment preparation

School Rules

None

Description of Module Assessment