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 ULMS795
Coordinator Mr HM Dao
Marketing (ULMS)
Hung.Dao@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2021-22 Level 7 FHEQ Second Semester 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 6

12

      6

6

30
Timetable (if known) 60 mins X 1 totaling 6
 
120 mins X 1 totaling 12
 
      60 mins X 1 totaling 6
60 mins X 1 totaling 6
 
 
Private Study 120
TOTAL HOURS 150

Assessment

EXAM Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
Examination. There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment.  24 hours    60       
CONTINUOUS Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
Group assignment. There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment.  -2500 words    40       

Aims

The 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 theory and marketing practice.


Learning Outcomes

(LO1) Understand the nature and scope of the field of consumer behaviour;

(LO2) Understand the contribution of cognitive psychology to the development of our understanding of consumer behaviour;

(LO3) Understand the dimensions and limitations of a behaviourist perspective on consumer behaviour;

(LO4) Understand the role and significance of external influences on consumer behaviour: including reference groups and culture;

(LO5) Have insight into how an understanding of consumer behaviour might be used to develop marketing strategy;

(LO6) Understand critical perspectives on the importance of consumer research.

(S1) Adaptability. Through the assessment process, in particular the group work activities.

(S2) Problem solving skills. Via seminar activities which include case study material and associated questioning.

(S3) Commercial awareness. Via the lecture programme.

(S4) Teamwork. Via class discussion.

(S5) Organisational skills. Preparation for assessment and contribution to seminar activities.

(S6) Communication skills. Spoken: seminar contributions. Written: assignment and examination.

(S7) International awareness. Case studies embedded throughout the lecture programme plus a cultural awareness activity linked to seminars.

(S8) Lifelong learning skills. Seminar work which focuses upon working in teams.

(S9) Ethical awareness. Embedded into the lecture programme plus groupwork activity.

(S10) IT skills. Via assessment activity.


Teaching and Learning Strategies

Hybrid delivery, with social distancing on campus.

1 hour online asynchronous learning per week x 6 weeks
1 hour face-to-face synchronous lecture per week x 6 weeks
2 hour face-to-face seminar every week x 6 weeks
1 hour face-to-face peer-to-peer learning every week (unscheduled) x 6 weeks
Self-directed learning x 120 hours


Syllabus

 

Introduction to consumer behaviour: critical evaluation; Affect and cognitive influences on behaviour; Product knowledge and involvement; Attitude formation; Consumer decision making and personality; Classical and operant conditioning; Complaining behaviour and vicarious learning; The influence of culture and reference groups; Using consumer behaviour to develop marketing strategy.


Recommended Texts

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