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 MGTK734
Coordinator Miss VK McCall
Marketing (ULMS)
V.Mccall@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2022-23 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           10

8

18
Timetable (if known)              
Private Study 132
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
Individual essay Reassessment Opportunity: new assignment with the same brief. Penalty for Late Submission: Standard UoL penalty applies Anonymous Assessment: Yes  -2000 words    50       
Individual reflective report Reassessment Opportunity: new assignment with the same brief. Penalty for Late Submission: Standard UoL penalty applies Anonymous Assessment: Yes  -2000 words    50       

Aims

This module aims to:

Provide students with the means to develop a critical appreciation of the theory of consumer behaviour: in particular to evaluate the contribution of this knowledge to our understanding of marketing.

Enable students to reflect on the relationship between this theory and marketing practice.

Distinguish between individual and group/cultural influences on consumer behaviour.

Consider international cultural differences in consumer behaviour between Western and Eastern countries.


Learning Outcomes

(LE1) Internationally aware.
Students will consider the international dimension of consumer behaviour, namely the importance of individualism and collectivism.

(LO1) Students will demonstrate understanding of the nature and scope of the field of consumer behaviour.

(LO2) Students will be able to evaluate the contribution of cognitive psychology to the development of our understanding of consumer behaviour.

(LO3) Students will be able to identify the dimensions and limitations of a behaviourist perspective on consumer behaviour.

(LO4) Students will be able to evaluate the role and significance of external influences on consumer behaviour, including culture and reference groups.

(LRE1) Ethically aware.
Students will be able to understand ‘ethical’ consumer behaviour and organisations’ attempts to attract ethically-minded consumers.

(LRE2) A lifelong learner.
Students will be able to reflect on their own consumer behaviour enabling them to become more reflective learners and indeed consumers.

(LRE3) A problem solver.
Students will have to relate consumer behaviour concepts to real-world case examples and their own consumer behaviour.

(LRE4) IT literate.
The nature of the module in terms of online delivery will enable students to develop skills in using a virtual learning / communications environment.

(LRE5) An excellent verbal and written communicator.
Students will have the opportunity to develop written and oral communication skills through virtual group discussions, discussion boards, and individual assessments.


Teaching and Learning Strategies

The module will primarily be delivered through eight weekly e-lectures with one core topic studied each week. Module content, focusing on key concepts, theories and case examples, will be delivered through a variety of methods including written materials, videos, and social media. These will be supported by individual online tasks, such as blogs, case studies, and discussion boards, which will be used to develop and apply learning. These activities will be moderated by the module instructor. Students will also be directed to key academic and practitioner readings to further develop their learning.

Unscheduled Directed Student Hours: 10 hours

Description: The e-Lectures will equate to 1.25 hours/week over 8 weeks undertaken asynchronously.
Attendance Recorded: Yes – tracked via the learning platform.

Students will also participate in eight weekly e-seminars where they will engage in peer discussion of key topics. The seminars will have a direct link to the planning and preparation needed for the module assessment. Seminars will be conducted via a discussion board with input from the module instructor.

Unscheduled student hours: 8 hours

Description: The e-seminars will equate to 1 hour/week over 8 weeks undertaken asynchronously.
Attendance Recorded: Yes – tracked via the learning platform.

Self-directed learning hours: 132 hours

Description: This will involve directed and independent reading and research into consumer behaviour concepts and theory.


Syllabus

 

Individual online decision-making processes.

Perceptions and emotions.

Personality and the self.

Learning, memory and motivation.

Understanding the importance of attitudes and values.

The role of reference groups.

Evaluating sub-cultures.

Culture in an international marketplace.


Recommended Texts

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