MAN-20097 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

Programme/Approved Electives for 2024/25

Available as a Free Standing Elective

Co-requisites

None

Prerequisites

MAN 10031 Consumer Behaviour 1

Barred Combinations

None

Description for 2024/25

Building on the introductory module (Consumer Behaviour 1), this module enables an advanced engagement with the major theories and empirical studies of consumer culture. In doing so it goes beyond basic consumer behaviour theory to analyse key theories of relevance in understanding today¿s contemporary consumers as well as examining spaces and practices of consumption using a variety of methods.
The module is designed to develop students' understanding of consumer behaviour in two ways, through studying actual consumer behaviour in the marketplace using contemporary theories and concepts and also by challenging students to reflect on their own consumption as consumers. Students will examine the entire consumption cycle as well as alternative and reduced patterns of consumption and the effect of market place exclusion.

The aim of this module is to provide students with an understanding of contemporary consumer culture and to highlight how developing consumer insights can ultimately be linked to various marketing practices.

Intended Learning Outcomes

identify and explain key theories of consumer culture and their relationship to practice
: 1,2
understand the ways in which consumption practices are embedded and reproduced across a broad spectrum of society and its activities: 1,2
analyse the variety of practices involved in the consumption cycle
: 1,2
understand consumption practices as complex activities that are worthy of study both in their own right and to guide marketing decision making: 1,2
engage with a variety of contemporary consumption practices, start to develop a critical understanding of these and develop an awareness of your own role and position within them: 1,2
critically engage with the questions around the consumer society: 1,2

Study hours

12 hours lectures
12 hours tutorials
30 hours lecture/tutorial prep
46 hours assignment and exam prep
48 hours private study which includes additional reading, thinking time, discussing ideas with other students, etc.
2 hour exam

School Rules

None

Description of Module Assessment