ULMS Electronic Module Catalogue

The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module.
Title CONSUMER BEHAVIOUR
Code KMBA634
Coordinator Dr LB Day
Strategy, IB and Entrepreneurship
Lisa.Day@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2019-20 Level 7 FHEQ Whole Session 15

Pre-requisites before taking this module (other modules and/or general educational/academic requirements):

 

Modules for which this module is a pre-requisite:

 

Programme(s) (including Year of Study) to which this module is available on a required basis:

 

Programme(s) (including Year of Study) to which this module is available on an optional basis:

 

Teaching Schedule

  Lectures Seminars Tutorials Lab Practicals Fieldwork Placement Other TOTAL
Study Hours           50

100

150
Timetable (if known)              
Private Study 0
TOTAL HOURS 150

Assessment

EXAM Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
             
CONTINUOUS Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
Assessment 2 There is a resit opportunity. Standard UoL penalty applies for late submission. Assessment Schedule (When) :Whole Session  Weekly    20       
Assessment 1 There is a resit opportunity. Standard UoL penalty applies for late submission. Assessment Schedule (When) :Whole Session  Every 2nd week (Appr    30       
Assessment 3 There is a resit opportunity. Standard UoL penalty applies for late submission. Assessment Schedule (When) :Whole Session  Every 2nd week (Fina    30       
Assessment 4 There is a resit opportunity. Standard UoL penalty applies for late submission. Assessment Schedule (When) :Whole Session  Every 2nd week (Fina    20       

Aims

To introduce students to the study of consumer behaviour and its relevance to the development of an effective marketing strategy. To develop an understanding of key topics and issues including: marketing and consumer behaviour; individual perception, learning, personal and global values and psychographics; consumer decision-making and models of consumer behaviour and reference groups; social class culture; and lifestyles as they affect the marketing process. To apply consumer behaviour approaches to real marketing situations both domestically and internationally.


Learning Outcomes

(LO1) Critically appraise the contribution of psychology to the development and application of consumer behaviour knowledge to marketing;

(LO2) Evaluate tactics and strategies for using data for consumer analysis in marketing products and services supported by examples;

(LO3) Apply the consumer behaviour body of knowledge to practice from a multicultural perspective including emerging, developing and developed economies;

(LO4) Analyse the role and significance of external influences on consumer behaviour including reference groups, culture, technology, social media and family;

(LO5) Synthesise critical perspectives on the validity of consumer research.

(S1) Communication Skills: Students will have opportunities to develop written and oral communication skills through group discussions, in-class presentations and coursework. This will be assessed by written assignments, reports the dissertation and short individual and group presentations.

(S2) Problem Solving and Decision Making: Students will be challenged to think critically about organisational issues and dilemmas. They will do this by gathering and synthesising information, analysing alternative perspectives and options and presenting a considered opinion or course of action in their course assessment.

(S3) Information and Communication Technology Skills: Students will have opportunities to improve their ICT skills. Students will demonstrate skills in the use of software applications including word processing, visual presentations, data bases, econometric packages, spreadsheets and using the internet for information searches in the course of researching and presenting coursework.

(S4) Personal Effectiveness: This applies to all modules where students will be encouraged to think critically about theory and practice and to challenge and critique assumptions about management, economic and financial theory.

(S5) Time management. This applies to all modules of the programme and is relevant for planning scheduled work and meeting assessment deadlines. This will be evident in the students’ independent management of their assignments and coursework and by meeting coursework deadlines.


Teaching and Learning Strategies

Teaching Method 1 - Virtual classroom hours (for online modules)
Description:
Attendance Recorded: Not yet decided
Notes: Number of hours per week, per student expected in the virtual classroom in discussion, dedicated to group work and individual assessment is 7.

Teaching Method 2 - Non-classroom hours (for online modules)
Description:
Attendance Recorded: Not yet decided
Notes: Number of hours per week, per student expected for reading, research and other individual work to support engagement in the classroom is 13.


Syllabus

 

Consumers and their Behaviour in the Marketplace Perception,

Learning and Memory Motivation and Global Values The Self,

Personality and Psychographics Consumers as Decision Makers

The Buying Process and Collective Purchasing Groups,

Social Media and Social Class Cultures and Subcultures


Recommended Texts

Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module.