Global Opportunities

ACE1054 : Introduction to Consumer Behaviour

Semester 2 Credit Value: 10
ECTS Credits: 5.0


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

Indicative content:

Introduction to Consumer Behaviour
- Needs, habits, motivation and values
- Learning, attitudes and preferences
- Exposure, attention and perception
- Emotions
- Information processing and heuristics
- Involvement
- Identity, groups, subculture and culture
- Consumer decision-making processes and theories.

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture201:0020:00PiP/SO lecture
Guided Independent StudyAssessment preparation and completion111:3011:30Revision of materials on consumer behaviour and completion of assessment
Guided Independent StudyDirected research and reading125:0025:00Required preparation and follow up reading from lectures using materials provided
Guided Independent StudyIndependent study125:0025:00Reading and research beyond the course material
Guided Independent StudyIndependent study118:3018:30Consolidation of learning using on-line materials
Jointly Taught With
Code Title
ACE1000Introduction to Marketing and Consumer Behaviour
Teaching Rationale And Relationship

Online 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

Assessment Methods

The format of resits will be determined by the Board of Examiners

Description Length Semester When Set Percentage Comment
PC Examination902A100MCQ and essay style questions
Exam Pairings
Module Code Module Title Semester Comment
ACE1000Introduction to Marketing and Consumer Behaviour2N/A
Assessment Rationale And Relationship

Use of unseen assessment 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.

Reading Lists