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 KMGT642
Coordinator Dr IR Reid
Management School
Reidi@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2022-23 Level 4 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

20

20

      50
Timetable (if known)              
Private Study 100
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 Assessment Schedule (When) :Whole Session    20       
Assessment 2 Assessment Schedule (When) :Whole Session    20       
Assessment 3 Assessment Schedule (When) :Whole Session    15       
Assessment 4 Assessment Schedule (When) :Whole Session    15       
Assessment 5 Assessment Schedule (When) :Whole Session    10       
Assessment 6 Assessment Schedule (When) :Whole Session    20       

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 quetion. The module aims to: To provide students with the means to develop a critical appreciation of the theory of the consumer behaviour, in particular to evaluate the contribution of this knowledge to our understanding of marketing. To enable students to reflect on the relationship between theory and marketing practice.


Learning Outcomes

(LO1) On successful completion of this module, students should be able to demonstrate knowledge and understanding of: The nature and scope of the field of consumer behaviour The contribution of cognitive psychology to the development of our understanding of consumer behaviour The dimensions and limitations of a behaviorist perspective on consumer behaviour The role and significance of external influences on consumer behaviour; including reference groups and culture How an understanding of consumer behaviour might be used to develop marketing strategy Developing critical perspectives on the importance of consumer research


Teaching and Learning Strategies

Teaching Method 1 - Lecture Description: Teaching Method 2 - Seminar Description: Teaching Method 3 - Tutorial Description:


Syllabus

 

1 Distance Learning - The syllabus includes: Introduction to consumer behavious; critical evaluation Affect and cognitive influence 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.