LMK1007 : Consumer Behaviour

Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0


This module introduces the theory of consumer behaviour with emphasis on how theoretical frameworks are applied in practice to a variety of situations across the business spectrum including B2C; FMCG; industrial, public and private sector; and B2B.

Outline Of Syllabus

Buyer Behaviour
1. Introduction to Consumer Behaviour
2. Framework for Consumer Analysis
3. The sub-sections of Consumer Behaviour
4. Consumer Decision Making Process
5. The Cognitive System
6. The Affective Systems
7. The Behavioural Perspective
8. Cognitive Learning Styles
9. Product Knowledge
10. Product Involvement
11. Exposure, Attention and Comprehension
12. The Consumer Environment
13. Researching Consumers
14. Strategy Formulation
15. Module Review

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture361:0036:00N/A
Guided Independent StudyAssessment preparation and completion157:0057:00N/A
Guided Independent StudyDirected research and reading150:0050:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching71:007:00N/A
Guided Independent StudyIndependent study150:0050:00N/A
Teaching Rationale And Relationship

Lectures introduce aspects of theory and relate it to practical examples and case studies.

Seminars enable more interaction and discussion amongst students and academic staff and allow for elaboration of theoretical frameworks and how they are applied in practice to allow students to reflect on their learning and skills development.

Group work creates the opportunity for peer evaluation of work in Semester 2, as formative process in the assessment. The process will be in seminars, but students are encouraged to continue outside the classroom.

Private Study reflects time required to conduct secondary/desk research, and prepare for assignment submission and exam revision.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Essay2M70Individual essay (2000 words) based on research undertaken in Semester 1
Poster1M30Individual Poster presentation, based on group research, students may choose if this is a digital piece or not.
Assessment Rationale And Relationship

The poster presentation gives the opportunity for students to be creative, and to add a visual dimension to assessment. This also creates the opportunity for brief student interviews of a selection of the assignments based on the assessment.

The essay enables students to provide evidence of how theory can inform marketing strategy and also allows them to develop the skills necessary to effectively review and critically analyse academic text.

Reading Lists