ACE1054 : Introduction to Consumer Behaviour
- Offered for Year: 2017/18
- Module Leader(s): Dr Luca Panzone
- Lecturer: Dr Beth Clark
- Owning School: Natural and Environmental Sciences
- Teaching Location: Newcastle City Campus
|Semester 2 Credit Value:||10|
Marketing is a key factor in business success. On a daily basis we are exposed to a plethora of marketing messages and actively engage in the marketplace and/or marketspace. Often our purchasing decisions are heavily influenced by organisational marketing efforts. We 'display' our favourite brands through the clothes we wear, the cars we drive and the football teams we support. Marketing is everywhere! It is an inescapable feature of our contemporary world. The focus of the module is on the theory of consumer behaviour that underpin marketing. The module will provide students with insights into the issues that marketing managers face in complex and dynamic marketplaces (and marketspaces) and the concepts and theories that can be used to understand consumer behaviours.
This module This module has been mapped against:
• Chartered Institute of Marketing (CIM) Level 4 Marketing Module learning outcomes numbers 1-6 (out of 6),
• CIM Level 4 Customer Experience module learning outcomes relating to numbers 2, 4, 5 (out of 6)
Outline Of Syllabus
Introduction to Consumer Behaviour
- Needs, habits, motivation and values
- Learning, attitudes and preferences
- Exposure, attention and perception
- Information processing and heuristics
- Identity, groups, subculture and culture
- Consumer decision-making processes and theories.
|Scheduled Learning And Teaching Activities||Lecture||20||1:00||20:00||N/A|
|Guided Independent Study||Assessment preparation and completion||1||11:30||11:30||Revision of materials on consumer behaviour and completion of exam|
|Guided Independent Study||Directed research and reading||1||25:00||25:00||Required preparation and follow up reading from lectures using materials provided|
|Guided Independent Study||Independent study||1||25:00||25:00||Reading and research beyond the course material|
|Guided Independent Study||Independent study||1||18:30||18:30||Consolidation of learning using on-line materials|
Teaching Rationale And Relationship
Lectures convey the key principles of consumer behaviour and give the opportunity for further discussion to take place. They provide the best format for introducing new theory, presenting illustrative case studies and stimulating, where appropriate, in-class discussion.
Students will be directed to a range of on-line materials are available for students to practice and consolidate their learning
The format of resits will be determined by the Board of Examiners
Assessment Rationale And Relationship
Use of unseen exams encourages students to demonstrate their understanding of the subject area without recourse to notes or books. By making all questions compulsory students are forced to confront all aspects of the course material. Multiple choice exams are appropriate for testing a wide understanding of introductory level theory.