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NBS8517 : Consumer Behaviour

  • Offered for Year: 2024/25
  • Module Leader(s): Professor Klaus Schoefer
  • 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
ECTS Credits: 5.0
European Credit Transfer System


Upon successful completion of the module students will be able to demonstrate the ability to understand the psychology of individual, situational, environmental and cultural (interpersonal) influences on consumer behaviour; the decision-making process that consumers undertake; and, why, and how this understanding of consumer behaviour is important for marketing. Students will acquire a framework for analyzing consumer behaviour and learn how consumer behaviour can be affected by different marketing strategies. A deeper understanding of consumer behaviour will be developed by learning about relevant psychological and sociological theories which will be applied to real-world consumer behaviour scenarios.

Outline Of Syllabus

Introduction to consumer behaviour
Motivation and involvement
Personality, self-image, and life-style
Consumer perception
Consumer attitude formation and change
External influences on consumer behaviour (culture, subcultures, reference groups and family)
Consumer decision-making process and outcomes

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion130:0030:00Time for students to complete formative and summative coursework & assessments
Scheduled Learning And Teaching ActivitiesLecture51:005:00PIP lectures
Structured Guided LearningLecture materials51:005:00Recorded lectures
Guided Independent StudyDirected research and reading133:0033:00Estimated based on 3 hours per teaching week (not necessarily to do in that week)
Structured Guided LearningStructured research and reading activities50:302:30N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching31:003:00PIP Seminars
Scheduled Learning And Teaching ActivitiesDrop-in/surgery10:450:45Online Live Pre-Assessment Clinic (delivered via moderated discussion forum)
Guided Independent StudyIndependent study120:0020:00N/A
Scheduled Learning And Teaching ActivitiesModule talk10:450:45Online Live Module Introduction (delivered via Zoom)
Teaching Rationale And Relationship

Recorded lectures (i.e. structured guides learning) provide the theoretical frameworks and concepts for understanding consumer behaviour. These are supplemented by seminars (i.e. scheduled learning and teaching activities) as well as by structured guides learning activities based upon guided readings/case studies/discussion questions. Private independent study focuses on set readings/cases/discussions to enhance students' understanding of the material presented in lectures and in preparation for the assignment.

Assessment Methods

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

Other Assessment
Description Semester When Set Percentage Comment
Case study1M1002,000 word written case-based assignment
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
Case study1MN/A
Prob solv exercises1MN/A
Assessment Rationale And Relationship

Formative Assessment:
Throughout the module students will receive feedback on formative assessments case studies, short discussion questions and brief multiple choice-based tests. This will enable them to get feedback on their understanding of consumer behaviour theory and its application.

Summative Assessment:
Relying on independent study skills, the summative written assignment assesses students' ability to identify and apply relevant theory and concepts to behaviour(-related) problems/issues.

Reading Lists