MKT2012 : Consumer Behaviour
- Offered for Year: 2022/23
- Module Leader(s): Professor Diana Gregory-Smith
- Lecturer: Dr Artyom Golossenko
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
Semesters
| Semester 1 Credit Value: | 10 |
| Semester 2 Credit Value: | 10 |
| ECTS Credits: | 10.0 |
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 | 5 | 1:00 | 5:00 | PIP lectures; 1hr length |
| Guided Independent Study | Assessment preparation and completion | 1 | 60:00 | 60:00 | students' independent assessment preparation |
| Scheduled Learning And Teaching Activities | Lecture | 9 | 2:00 | 18:00 | PIP lectures; 2hrs length |
| Guided Independent Study | Directed research and reading | 1 | 66:00 | 66:00 | N/A |
| Scheduled Learning And Teaching Activities | Small group teaching | 3 | 1:00 | 3:00 | online live seminars |
| Scheduled Learning And Teaching Activities | Small group teaching | 3 | 1:00 | 3:00 | PIP seminars |
| 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 |
|---|---|---|---|---|
| Essay | 1 | M | 50 | 2000 words |
Formative Assessments
| Description | Semester | When Set | Comment |
|---|---|---|---|
| Oral Presentation | 1 | M | Oral 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
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- MKT2012's Timetable