MAN-10031 - Consumer Behaviour 1
Coordinator: Rachel Lee Tel: +44 1782 7 33112
Lecture Time: See Timetable...
Level: Level 4
Credits: 15
Study Hours: 150
School Office: 01782 733094

Programme/Approved Electives for 2024/25


Available as a Free Standing Elective






Barred Combinations


Description for 2024/25

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


Description of Module Assessment

1: Essay weighted 100%
2000-word essay
Students 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.