MKT2012 : Consumer Behaviour
- Offered for Year: 2020/21
- Module Leader(s): Dr Diana Gregory-Smith
- Demonstrator: Mr Vajira Balasuriya
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
Semester 1 Credit Value:
Semester 2 Credit Value:
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
This module takes an in-depth look at how consumers 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. Students will also learn how to critically review academic literature as part of this module.
Outline Of Syllabus
• Evolution of the Consumer Behaviour Discipline
• Self – the role of self in consumption
• Motivation, values and lifestyle
• Learning, memory and consumer attitude formation
• Individual and household decision making
• Group influence and opinion leadership
• Culture, subcultures and consumer behaviour
• Cultural change process and new consumers
|Guided Independent Study||Assessment preparation and completion||1||44:00||44:00||N/A|
|Scheduled Learning And Teaching Activities||Lecture||15||2:00||30:00||8 lectures in semester 1 and 7 lectures in semester 2|
|Scheduled Learning And Teaching Activities||Workshops||6||1:00||6:00||3 workshops in each semester|
|Guided Independent Study||Independent study||1||120:00||120:00||N/A|
Teaching Rationale And Relationship
Formal lectures provide a framework for introducing the theory and empirical evidence relating to consumer behaviour. Lectures will be supplemented by workshops dealing with application of theory to practice.
The format of resits will be determined by the Board of Examiners
|Oral Presentation||1||M||Oral feedback in seminars|
Assessment Rationale And Relationship
Writing an essay in consumer behaviour (coursework 1) provides students with the opportunity to develop their critical writing and information analysis skills through the reviewing of current academic consumer behaviour research.
The unseen exam provides the appropriate assessment format to examine students understanding of the theory of Consumer Behaviour, as covered in the syllabus. Students will be required to illustrate their understanding of the theory in their exam answers with appropriate real life and commercial examples.