Postgraduate

Modules

Modules

LBS8517 : Consumer Behaviour

Semesters
Semester 1 Credit Value: 10
ECTS Credits: 5.0

Aims

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
Scheduled Learning And Teaching ActivitiesLecture82:0016:00N/A
Guided Independent StudyAssessment preparation and completion132:0032:00N/A
Guided Independent StudyDirected research and reading125:0025:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching21:002:00N/A
Guided Independent StudyIndependent study125:0025:00N/A
Total100:00
Teaching Rationale And Relationship

Formal lectures provide a theoretical framework for understanding consumer behaviour. These are supplemented by tutorials based upon guided readings / cases. Private study focuses on set reading to enhance students understanding of the material presented in lectures and for preparation of the examination.

Assessment Methods

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

Exams
Description Length Semester When Set Percentage Comment
Written Examination1201A100N/A
Exam Pairings
Module Code Module Title Semester Comment
NBS8517Consumer Behaviour1N/A
Formative Assessments
Description Semester When Set Comment
Case study1MN/A
Written exercise1MN/A
Oral Examination1MN/A
Assessment Rationale And Relationship

Formative Assessment:
Throughout the module students will received feedback on formative assessments such as case-study discussion questions (seminar-based), and in-class (lecture-based), short discussion questions as well as multiple-choice based tests. This will enable them to get feedback on both their understanding of consumer behaviour theory and their ability to apply it.

Summative Assessment:
Relying on independent study skills, the examination assesses students’ breadth and depth of understanding of consumer behaviour theory and their ability to apply it to particular marketing problems/issues.

Reading Lists

Timetable