Last modified: 22 May 2019 17:07
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 | First Term | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | None. | Sustained Study | No |
| Co-ordinators |
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The course will combine theory with practical examples in order to explore the key concepts of consumer behaviour: Consumers in the Marketplace; Consumers as Individuals; Consumers as Decision Makers; Consumers and Subcultures; and Consumers and Culture. This will be achieved through a combination of lectures, seminars and directed private study.
Information on contact teaching time is available from the course guide.
1st attempt: Essay 1 (1600 words) 30%, essay 2 (2000 words) 40%, group presentation 10%, group essay (1500 words) 20%.
Resits: There is no resit opportunity for the group element. For the individual elements students who score below D3 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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