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.

(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.

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.

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.