Units of Assessment

Weighting Towards Module Mark (%)

 

Project (2000 words)

60

Exam

40

Alternative Assessment

n/a

Qualifying Condition(s) 

A weighted aggregated mark of 40% is required to pass the module.

This module focuses on the many factors that affect consumer behaviour.  Knowledge and understanding of this subject will be beneficial in product development, marketing and strategy or policy formulation.  Behavioural concepts, appropriate research techniques and recent research findings will be discussed, to enhance understanding of how consumers choose products in today’s world.

This module aims to develop an understanding of the many factors that influence consumer behaviour.  It will allow the student to evaluate the importance of different factors in different contexts and develop understanding of how such factors are determined and assessed. 

On successful completion of this module the students will be able to:

 1.      Demonstrate a detailed knowledge of the key principles of consumer decision-making in a social context

 2.      Evaluate empirical literature in consumer behaviour

 3.      Understand and critically evaluate the factors affecting consumer behaviour

 4.      Appreciate how knowledge of consumer behaviour is synthesised into marketing, strategy and policy development

5.Apply research methods to analyse an aspect of consumer behaviour and report results in a clear and concise manner.    

·                    The fundamentals of consumer behaviour

 ·                    The consumer in culture and society

 ·                    Involvement, buying and motivation

 ·                    Perception and the senses

 ·                    Image and branding

 ·                    Family buying behaviour and the consumer behaviour of children

 ·                    Models of consumer behaviour

 ·                    Recent developments in consumer behaviour

·                    Predicting consumer behaviour

The teaching and learning strategy is designed to provide a framework of the existing knowledge in this broad area. It will introduce the key factors influencing consumer behaviour, drawing examples from a wide variety of situations in which consumers make choices. It will enable students to develop skills of critical reading and reflection and provide opportunities to work with others and individually.

 The teaching and learning methods include a combination of lectures/presentations; examples and case studies; as well as directed reading.

 Assessment Strategy: The assessment strategy is designed to allow students to demonstrate that they have achieved the module learning outcomes. It comprises a 2000 word report based on collected primary data on an aspect of consumer behaviour, which includes the application of findings in industry. The data collection, analysis and reporting is built up through the course of the module. The exam comprises a case study and short answer questions. The former requires students to apply their knowledge, and the latter to demonstrate knowledge of key consumer behaviour principles.