Module Catalogue 2023/24

MKT2012 : Consumer Behaviour

MKT2012 : Consumer Behaviour

  • Offered for Year: 2023/24
  • Module Leader(s): Professor Diana Gregory-Smith
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus

Your programme is made up of credits, the total differs on programme to programme.

Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0
European Credit Transfer System

Modules you must have done previously to study this module

Code Title
MKT1002Introduction to Marketing
MKT1026Essentials of Marketing - Part 1
Pre Requisite Comment



Modules you need to take at the same time

Co Requisite Comment



1. To understand the consumer decision-making process.
2. To apply the theories and principles of consumer behaviour to real world examples including international case studies.

Original Summary:
This module takes an in-depth look at how consumers make decisions and behave, focusing on a number of different psychological and behavioural perspectives. The theory is fully supported by up-to date and relevant real world examples and case studies.

Outline Of Syllabus

Semester 1
• Evolutionary psychology
• Conditioning theories
• Motivation
• Goals
• Perception processes
• Attitudes and cognitive processes

Semester 2
• Emotions
• Self and identity
• Psychographic influences
• Demographics influences
• Cultural influences
• Current issues in consumer behaviour

Learning Outcomes

Intended Knowledge Outcomes

By the end of this module students should be able to:

• Analyse and apply aspects of consumer behaviour theory and practice, to facilitate decision making in varying situations and contexts
• Demonstrate a detailed knowledge of established and contemporary theories of consumer behaviour and be able to investigate how these contribute to the wider organization
• Examine and apply different theories/frameworks/techniques that are used in the study of consumer behaviour

Intended Skill Outcomes

1. Retrieve, investigate and analyse information with tutor guidance to appraise findings
2. Take individual responsibility for developing the professional skills and personal qualities including leadership required for a career in marketing and business management

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion160:0060:00students' independent assessment preparation
Scheduled Learning And Teaching ActivitiesLecture51:005:00PIP lectures; 1hr length
Scheduled Learning And Teaching ActivitiesLecture92:0018:00PIP lectures; 2hrs length
Guided Independent StudyDirected research and reading166:0066:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching61:006:00PIP seminars- 3 in semester one and 3 in semester two
Structured Guided LearningStructured non-synchronous discussion41:004:002hrs each semester
Guided Independent StudyIndependent study137:0037:00N/A
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time41:004:002 x1hr sessions each semester; run as online assessment clinics/Q&As
Teaching Rationale And Relationship

The structured guided learning materials and activities provide a framework for introducing the theory and empirical evidence relating to consumer behaviour. These will be supplemented by timetabled scheduled learning and teaching activities (seminars, online sessions, discussion boards) which will be focused on applying the theory to practice and clarifying students’ queries. Additionally, students will gain a more in-depth understanding of theory and examples through the guided independent study materials.

Reading Lists

Assessment Methods

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

Description Length Semester When Set Percentage Comment
Written Examination902A50N/A
Other Assessment
Description Semester When Set Percentage Comment
Essay1A502000 words
Formative Assessments

Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.

Description Semester When Set Comment
Oral Presentation1MOral feedback in seminars
Assessment Rationale And Relationship

Writing a consumer behaviour essay (coursework 1) provides students with the opportunity to develop their critical writing and information analysis skills through engaging with extant consumer behaviour research , as well as to apply aspects of consumer behaviour theory and practice to chosen situations and contexts.

The unseen exam provides the appropriate assessment format to examine students’ understanding of consumer behaviour theory as covered in the syllabus. Students will be required to illustrate their understanding of the theory with appropriate real life and industry/practice examples.


Past Exam Papers

General Notes


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The information contained within the Module Catalogue relates to the 2023 academic year.

In accordance with University Terms and Conditions, the University makes all reasonable efforts to deliver the modules as described.

Modules may be amended on an annual basis to take account of changing staff expertise, developments in the discipline, the requirements of external bodies and partners, and student feedback. Module information for the 2024/25 entry will be published here in early-April 2024. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.