Last modified: 28 Jun 2018 10:27
The course will combine theory with practical examples in order to explore the key concepts of consumer behaviour: The consumer as an individual (understanding motivations, psychographics, demographics and cognitive processes) and social and group aspects of consumer behaviour (the role of friends, family and reference groups). The interactive nature of the course and portfolio of assessment will encourage students to reflect on their own experiences as consumers and develop their critical evaluation skills. This course will be useful for those interested in marketing and market research careers.
| Study Type | Postgraduate | Level | 5 |
|---|---|---|---|
| Term | Second Term | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | None. | Sustained Study | No |
| Co-ordinators |
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Information on contact teaching time is available from the course guide.
1st attempt: 1. Two individual Assessed elements each comprising 30% of the total course marks. 2. A group piece comprising 40% of the total course marks The individual assessments (1. above) is as follows: 1. An individual contribution to a theoretical issue, a case issue or work-based issue (1800 words) – each 30% of total course marks. Material for these individual assessed elements will be obtained through a series of timetabled individual and group activities complemented by directed reading and own research. The group assessment (2. above) is as follows: A group piece – 40% of the total course marks. In undertaking the challenge, and in the preparation of the assessed requirements (see on), students are required to keep minutes of their group meetings and record peer contributions. These minutes along with the reflections on peer contributions peer are reviewed by the assessment team as part of the assessment process. The group assessed requirements for this course are: a 10 minute group presentation (contributing 10% and a 6 page Report comprising 30%). Resits: There is no resit opportunity for the group element. For the individual elements students who score below CAS 9 will be required to submit the respective elements within six weeks of the mark and feedback being returned.
There are no assessments for this course.
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