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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
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
Scheduled Learning And Teaching ActivitiesLecture51:005:00PIP lectures; 1hr length
Guided Independent StudyAssessment preparation and completion160:0060:00students' independent assessment preparation
Scheduled Learning And Teaching ActivitiesLecture92:0018:00PIP lectures; 2hrs length
Guided Independent StudyDirected research and reading166:0066:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching31:003:00online live seminars
Scheduled Learning And Teaching ActivitiesSmall group teaching31:003:00PIP seminars
Structured Guided LearningStructured non-synchronous discussion41:004:002hrs each semester
Guided Independent StudyIndependent study137:0037:00N/A
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time41:004:002 x1hr sessions each semester; run as online assessment clinics/Q&As
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
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