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CONSUMER BEHAVIOUR

Module code: MN158
Credits: 7.5
Semester: 2
Department: BUSINESS
International:

	Overview
	This module will introduce students to the academic discipline of consumer behaviour and foster a critical understanding of both historical and contemporary issues in the field of consumer behaviour, and basic concepts in the study of consumers. This module emphasises the centrality and breadth of consumption in our lives. Students will be challenged to reflect on their own experiences as consumers. The module thereby draws on different scientific disciplines (e.g., psychology, sociology, economics, and anthropology) to uncover the complexity of modern-day consumer behaviour. For example, students will learn how individual consumer characteristics, such as motives, personality, identity, and their cultural background, etc. shape consumption decisions. Furthermore, students will develop an understanding of the practical relevance of the discussed concepts through a series of exercises and the continuous assessment component of the module.

Overview

This module will introduce students to the academic discipline of consumer behaviour and foster a critical understanding of both historical and contemporary issues in the field of consumer behaviour, and basic concepts in the study of consumers. This module emphasises the centrality and breadth of consumption in our lives. Students will be challenged to reflect on their own experiences as consumers.

The module thereby draws on different scientific disciplines (e.g., psychology, sociology, economics, and anthropology) to uncover the complexity of modern-day consumer behaviour. For example, students will learn how individual consumer characteristics, such as motives, personality, identity, and their cultural background, etc. shape consumption decisions.

Furthermore, students will develop an understanding of the practical relevance of the discussed concepts through a series of exercises and the continuous assessment component of the module.

	Learning Outcomes
	On successful completion of the module, students should be able to: Define and recognise the historical context of consumer behaviour and where consumer behaviour as a field is at the moment; Illustrate how consumers make purchasing decisions; Identify and explain perceptual processes that underly consumer behaviour; Understand how consumers form attitudes and what role these play in consumer behaviour; Explain how motivation, personality, and lifestyles shape consumer behaviour; and Demonstrate how culture and social/reference groups influence behaviour.

Learning Outcomes

Teaching & Learning methods

Assessment

	Autumn Supplementals/Resits
	Are supplemental/resit registrations permitted? Yes An individual assessment worth up to 60% of the grade is required to repeat this module in August. Marks from other elements of the module will be carried forward into the Autumn resit assessment cycle. Is Supplemental Continuous Assessment registration permitted? Yes Is Supplemental Continuous Assessment capped? No

	Pre-Requisites
	MN152 Consumer Research and Marketing

	Additional Reading
	Szmigin, I., and Piacentini, M. (2015) Consumer Behaviour, Oxford University Press, London.

Timetable

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Courses / Module

CONSUMER BEHAVIOUR

Semester 1

Semester 2