Consumer Behaviour

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• the way research findings have an impact on consumption behaviour.
• how consumers make decisions;

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• demonstrate alternative theories of consumer behaviours;
• apply the principles of consumer behaviour to real world examples including international case studies.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• critically analyse and apply different techniques that are used in marketing.

The exemplar topics that will be covered in the module are:

• Self - the role of self in consumption
• Consumer motivation theory
• Reference groups
• Learning, memory, and attitudes formation
• Individual decision making
• Customer loyalty
• Customer satisfaction, dissatisfaction, and service failure management
• Store atmospherics
• Consumer responses to cause-related marketing

Teaching methods include:

• 12 x 2 hour lectures; 10 weekly case study based seminars

Teaching Hours includes lectures, seminars tutorials, project supervisions, demonstration sessions, practical classes and workshops, external guests, work based learning.

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Lectures and Seminars

• Assessment Type: Formative
• Feedback: Formative feedback will be provided in seminars, office hours, and online to students completing exercises, or wanting to discuss their work in detail. Students are encouraged to contact the module leader throughout the semester to receive formative feedback.
• Final Assessment: No
• Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.