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 MKIB155
Coordinator Dr NJ Clennell
Marketing (ULMS)
Natasha.Clennell@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2022-23 Level 4 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 24

 7

       7

 38
Timetable (if known) 120 mins X 1 totaling 24
  		60 mins X 1 totaling 7
  		      60 mins X 1 totaling 7
  		 
Private Study 112
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: Individual Reflective Report Assessment Type: Coursework Size: 1000 words Weighting: 40% Reassessment Opportunity: Yes Penalty for Late Submission: Standard UoL Penalty Applies Ano  0    40       
Assessment 2: Group Essay Assessment Type: Coursework Size: 2000 words Weighting: 60% Reassessment Opportunity: Yes Penalty for Late Submission: Standard UoL Penalty Applies Anonymous Assessment  0    60       

Aims

Understanding how customers and consumers really behave has been highlighted as one of the fundamental issues which serve to establish the identity of the field of marketing, distinguish it from other fields and disciplines and compel further research inquiry. This module has been designed to equip students with the knowledge and skills to explore this question. 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.
To enable students to reflect on the relationship of this theory to marketing practice.

Learning Outcomes

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

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

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

(LO4) evaluate the role and significance of external influences on consumer behaviour, including culture and reference groups

(LO5) appreciate how an undertanding of consumer behaviour might be used to develop marketing strategy

(LO6) develop critical perspectives on the use and importance of consumer research

(S1) Problem solving skills

(S2) Commercial awareness

(S3) Organisational skills

(S4) Communication skills

(S5) IT skills

(S6) Ethical awareness

(S7) International awareness

(S8) Lifelong learning skills

Teaching and Learning Strategies

Teaching Method : Lecture
Scheduled Directed Student Hours: 24
Attendance Recorded: No

Teaching Method - Seminar
Description: Student led seminars will facilitate the sharing of knowledge and experiences of cohort members.
Scheduled Directed Student Hours: 7
Attendance Recorded: Yes

Teaching Method : Group Study
Description: Session to foster student community and engagement by working with others on their ‘active learning’ activities
Scheduled Student Hours: 7
Attendance Recorded: No

Self-Directed Learning Hours: 112
Description: Additional material will be in the form of web-based reading and research, selected texts, journal articles and contemporary magazines and press articles. Independent research and study will be encouraged throughout to complement group work activities. Students will be exposed to case studies on a range of marketing related issues, and will be given the opportunity to a pply their learning to real consumer research opportunities/problems.

Skills/Other Attributes Mapping

Skills / attributes: Ethical awareness
How this is developed: Lectures and seminars
Mode of assessment (if applicable): Individual reflective account

Skills / attributes: IT skills
How this is developed: Essay writing
Mode of assessment (if applicable): Individual reflective account

Skills / attributes: Communication skills
How this is developed: Essay writing
Mode of assessment (if applicable): Individual reflective account

Skills / attributes: Organisational skills
How this is developed: Essay writing
Mode of assessment (if applicable): Individual reflective account

Skills / attributes: Commercial awareness
How this is developed: Lectures and seminars
Mode of assessment (if applicable): Individual reflective account

Skills / attributes: Problem solving skills
How this is developed: Essay writing
Mode of assessment (if applicable): Individual reflective account

Skills / attributes: International awareness
How this is developed: module involves XJTLU students
Mode of assessment (if applicable): Individual reflective account

Skills / attributes: Lifelong learning skills
How this is developed: students reflect on own learning
Mode of assessment (if applicable): Individual reflective account

Syllabus
 

Introduction to consumer behaviour;

Perception and emotions;

Personality and the self;

Learning, memory and motivation;

Attitudes and values;

Individual decision making;

Reference groups;

The family;

Sub-cultures;

Culture.

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