| Semester 1 Credit Value: | 10 |
| Semester 2 Credit Value: | 10 |
| ECTS Credits: | 10.0 |
| Code | Title |
|---|---|
| MKT1002 | Introduction to Marketing |
| MKT1026 | Essentials of Marketing - Part 1 |
N/A
N/A
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.
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
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
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
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Guided Independent Study | Assessment preparation and completion | 1 | 44:00 | 44:00 | N/A |
| Scheduled Learning And Teaching Activities | Lecture | 15 | 2:00 | 30:00 | 8 lectures in semester 1 and 7 lectures in semester 2 |
| Scheduled Learning And Teaching Activities | Workshops | 6 | 1:00 | 6:00 | 3 workshops in each semester |
| Guided Independent Study | Independent study | 1 | 120:00 | 120:00 | N/A |
| Total | 200:00 |
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.
The format of resits will be determined by the Board of Examiners
| Description | Length | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|---|
| Written Examination | 90 | 2 | A | 50 | N/A |
| Module Code | Module Title | Semester | Comment |
|---|---|---|---|
| LMK2012 | Consumer Behaviour | 2 | N/A |
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Essay | 1 | M | 50 | 2000 words |
| Description | Semester | When Set | Comment |
|---|---|---|---|
| Oral Presentation | 1 | M | Oral feedback in seminars |
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.
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.