MKT2012 : Consumer Behaviour
- Offered for Year: 2025/26
- Module Leader(s): Professor Diana Gregory-Smith
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
Semesters
Your programme is made up of credits, the total differs on programme to programme.
| Semester 1 Credit Value: | 10 |
| Semester 2 Credit Value: | 10 |
| ECTS Credits: | 10.0 |
| European Credit Transfer System | |
Aims
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 |
|---|---|---|---|---|---|
| Scheduled Learning And Teaching Activities | Lecture | 11 | 2:00 | 22:00 | PIP lectures; 2hrs length |
| Guided Independent Study | Assessment preparation and completion | 1 | 60:00 | 60:00 | students' independent assessment preparation |
| Scheduled Learning And Teaching Activities | Lecture | 1 | 1:00 | 1:00 | PIP lectures; 1hr length |
| Guided Independent Study | Directed research and reading | 1 | 66:00 | 66:00 | N/A |
| Scheduled Learning And Teaching Activities | Small group teaching | 6 | 1:00 | 6:00 | PIP seminars- 3 in semester one and 3 in semester two |
| Structured Guided Learning | Structured non-synchronous discussion | 4 | 1:00 | 4:00 | 2hrs each semester |
| Guided Independent Study | Independent study | 1 | 37:00 | 37:00 | N/A |
| Scheduled Learning And Teaching Activities | Scheduled on-line contact time | 4 | 1:00 | 4:00 | 2 x1hr sessions each semester; run as online assessment clinics/Q&As |
| Total | 200:00 |
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
Exams
| Description | Length | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|---|
| Written Examination | 90 | 2 | A | 50 | N/A |
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Portfolio | 1 | A | 50 | 2000 words |
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 |
|---|---|---|---|
| Oral Presentation | 1 | M | Oral feedback in seminars |
Assessment Rationale And Relationship
Preparing a consumer behaviour portfolio (coursework 1) provides students with the opportunity to develop their creativity, 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 adverts, situations and/or contexts.
The unseen exam 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.
RESIT INFORMATION: If students are eligible to a second attempt resit will be any failed components and the resit calculation will be based upon the original module calculation.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- MKT2012's Timetable