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MKT2012 : Consumer Behaviour

  • Offered for Year: 2021/22
  • Module Leader(s): Dr Artyom Golossenko
  • Lecturer: Ms Soulaima Mouawad, Dr Jane Brown
  • 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


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 make decisions and 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.

Outline Of Syllabus

Semester 1
• Evolutionary psychology
• Conditioning theories
• Motivation
• Goals
• Perception processes
• Attitudes and cognitive processes

Semester 2
• Emotions
• Self and identity
• Psychographic influences
• Demographics influences
• Cultural influences
• Current issues in consumer behaviour

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Structured Guided LearningLecture materials121:0012:00pre-recorded lecture materials across both semesters
Scheduled Learning And Teaching ActivitiesLecture62:0012:00PIP lectures; for both semesters some will be split into 2x1hour sessions
Guided Independent StudyAssessment preparation and completion160:0060:00students' independent assessment preparation
Guided Independent StudyDirected research and reading166:0066:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching61:006:00PIP seminars
Structured Guided LearningStructured non-synchronous discussion41:004:002 per semester
Guided Independent StudyIndependent study138:0038:00N/A
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time21:002:00N/A
Teaching Rationale And Relationship

The structured guided learning materials and activities provide a framework for introducing the theory and empirical evidence relating to consumer behaviour. These will be supplemented by timetabled scheduled learning and teaching activities (seminars, online sessions, discussion boards) which will be focused on applying the theory to practice and clarifying students’ queries. Additionally, students will gain a more in-depth understanding of theory and examples through the guided independent study materials.

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 a consumer behaviour essay (coursework 1) provides students with the opportunity to develop their critical writing and information analysis skills through engaging with extant consumer behaviour research , as well as to apply aspects of consumer behaviour theory and practice to chosen situations and contexts.

The unseen exam (whether face-to-face or online) provides the appropriate assessment format to examine students’ understanding of consumer behaviour theory as covered in the syllabus. Students will be required to illustrate their understanding of the theory with appropriate real life and industry/practice examples. The both types of exam formats were used successfully in past years.

In the case of an alternative assessment for semester 2 (50% of the module mark) being necessary due to circumstances, the Module Leader will in discussion with the DPD and the University, discuss possible acceptable online alternatives, such as a take home exam delivered online with a set time limit to complete (24 hours or less as deemed appropriate).

Reading Lists