Module Catalogue 2020/21

MKT2012 : Consumer Behaviour

  • Offered for Year: 2020/21
  • Module Leader(s):
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0
Pre Requisites
Code Title
MKT1002Introduction to Marketing
MKT1026Essentials of Marketing - Part 1
Pre Requisite Comment


Co Requisites
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 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. Students will also learn how to critically review academic literature as part of this module.

Outline Of Syllabus

Semester 1
•       Evolution of the Consumer Behaviour Discipline
•       Self – the role of self in consumption
•       Motivation, values and lifestyle
•       Learning, memory and consumer attitude formation
Semester 2
•       Individual and household decision making
•       Group influence and opinion leadership
•       Culture, subcultures and consumer behaviour
•       Cultural change process and new consumers

Learning Outcomes

Intended Knowledge Outcomes

By the end of this module students should be able to:-
•       Analyse and apply aspects of consumer behavior 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 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 completion144:0044:00N/A
Scheduled Learning And Teaching ActivitiesLecture152:0030:008 lectures in semester 1 and 7 lectures in semester 2
Scheduled Learning And Teaching ActivitiesWorkshops61:006:003 workshops in each semester
Guided Independent StudyIndependent study1120:00120:00N/A
Teaching Rationale And Relationship

Formal lectures provide a framework for introducing the theory and empirical evidence relating to consumer behaviour. Lectures will be supplemented by workshops dealing with application of theory to practice.

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
Exam Pairings
Module Code Module Title Semester Comment
LMK2012Consumer Behaviour2N/A
Other Assessment
Description Semester When Set Percentage Comment
Essay1M502000 words
Formative Assessments
Description Semester When Set Comment
Oral Presentation1MOral feedback in seminars
Assessment Rationale And Relationship

Writing an essay in consumer behaviour (coursework 1) provides students with the opportunity to develop their critical writing and information analysis skills through the reviewing of current academic consumer behaviour research.

The unseen exam provides the appropriate assessment format to examine students understanding of the theory of Consumer Behaviour, as covered in the syllabus. Students will be required to illustrate their understanding of the theory in their exam answers with appropriate real life and commercial examples.


Past Exam Papers

General Notes

Original Handbook text:

Disclaimer: The information contained within the Module Catalogue relates to the 2020/21 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 2021/22 entry will be published here in early-April 2021. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.