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

For academic year: 2025/26 Last Updated: 04 December 2025

MAN-20097 - Consumer Behaviour 2
Coordinator: Emmanuel Mogaji
Lecture Time: See Timetable...
Level: Level 5
Credits: 15
Study Hours: 150
School Office: 01782 733094

Programme/Approved Electives for 2025/26

None

Available as a Free Standing Elective

No

Co-requisites

None

Prerequisites

MAN 10031 Consumer Behaviour 1

Barred Combinations

None

Description for 2025/26

Building on the introductory module (Consumer Behaviour 1), this module enables an advanced engagement with the major theories and empirical studies of consumer behaviour through a socio-cultural lens. 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.
The module is designed to develop your understanding of consumer behaviour in two ways, through studying actual consumer behaviour in the marketplace using contemporary theories and concepts and also by challenging you to reflect on your own consumption as consumers. You will examine various theories of consumption, apply these to several types of consumer behaviour and examine various contemporary issues.

Aims
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

develop a critical awareness of your own role and practices within consumer culture
: 1
analyse the variety of complex activities and practices involved in the consumption cycle: 1
critically evaluate the ways in which consumption practices are embedded and reproduced across a broad spectrum of society and its activities
: 2
assess the role of consumption practices in influencing and guiding marketing decision making: 2

Study hours

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

School Rules

None

Description of Module Assessment

1: Reflective Diary weighted 50%
1500-word Reflective diary
Students will be required to create a 1500-word reflective diary that analyses their own role, practices and activities in relation to consumer culture theories and concepts. The diary will consist of 5 x 300-word diary entries and students will be advised as to which weeks to select relevant theories and concepts to choose from.

2: Video Blog weighted 50%
Individual 10-minute recorded video presentation
Students will be asked to produce a 10-minute individual recorded video presentation that critically evaluates an aspect or aspects of consumer behaviour, consumer cultures or consumption practices and assess the role it has on marketing decision making. Choice of topic areas will be chosen by the module leader.

The University undertakes a continuous review of its teaching and research provision to ensure programmes are of a high quality and changes may be made to modules where it is necessary and reasonable to do so. Please be aware that minor changes to modules, such as a change to an individual assessment, can occur up until enrolment, although we endeavour to give you as much notice as possible of any changes. Details about the circumstance in which changes are made to programmes can be found in the Student Agreement, available at: https://www.keele.ac.uk/legalgovernancecompliance/governance/actcharterstatutesordinancesandregulations/studenttermsconditions/

Last Updated: 04 December 2025