NBS8517 : Consumer Behaviour
- Offered for Year: 2019/20
- Module Leader(s): Professor Klaus Schoefer
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
|Semester 1 Credit Value:||10|
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 Attitude Formation and Change
External Influences on Consumer Behaviour (culture, subcultures, reference groups and family)
Consumer Decision Making Process and Outcomes
|Scheduled Learning And Teaching Activities||Lecture||8||2:00||16:00||N/A|
|Guided Independent Study||Assessment preparation and completion||1||32:00||32:00||N/A|
|Guided Independent Study||Directed research and reading||1||25:00||25:00||N/A|
|Scheduled Learning And Teaching Activities||Small group teaching||2||1:00||2:00||N/A|
|Guided Independent Study||Independent study||1||25:00||25:00||N/A|
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.
The format of resits will be determined by the Board of Examiners
|Module Code||Module Title||Semester||Comment|
|LBS8517||Consumer Behaviour||1||London equivalent|
Assessment Rationale And Relationship
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.
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.