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 Contemporary Customer and Consumer Behaviour
Code KMGT715
Coordinator Miss VK McCall
Marketing (ULMS)
V.Mccall@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2021-22 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 1 There is a resit opportunity. Standard UoL penalty applies for late submission. Assessment Schedule (When) :Whole Semester  Weeks 2-8 (approx. 5    35       
Assessment 2 There is a resit opportunity. Standard UoL penalty applies for late submission. Assessment Schedule (When) :Whole session  Weeks 2,4 and 6-8* (    25       
Assessment 3 There is a resit opportunity. Standard UoL penalty applies for late submission. Assessment Schedule (When) :Whole Session  Maximum of 3 in week    30       
Assessment 4 There is a resit opportunity. Standard UoL penalty applies for late submission. Assessment Schedule (When) :Whole Session  Week 8* (approx. 1,0    10       

Aims

To provide students with the means to develop a critical appreciation of the theory of consumer behaviour in the context of the marketing concept;

To evaluate the contribution of this knowledge to our understanding of the relationship between marketing and consumer behaviour;

To enable students to reflect on the relationship between theory and the behaviour of consumers in practice.


Learning Outcomes

(LO1) The nature and scope of the field of consumer behaviour

(LO2) The contribution of cognitive psychology to the development of understanding of  consumer behaviour

(LO3) The dimensions and limitations of a behaviorist perspective on consumer behaviour

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

(LO5) How an understanding of consumer behaviour might be used to develop marketing strategy

(LO6) Critical perspectives on the importance of consumer research

(S1) Communication Skills: Students will have opportunities to develop written communication skills through group discussions and assignments.

(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 programme 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, spreadsheets and using the internet for information searches in the course

(S4) Time management. This involves 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)
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)
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

 

Indicative topics: 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.