Last modified: 31 Jul 2023 11:19
This theoretically informed and practical course aims to explore the key concepts and theories of consumer behaviour. Students will explore: 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 course uses interactive lecture sessions and tutorial activities to encourage students to reflect both on theory and their own experiences as consumers. The course will be very useful for those interested in marketing and market research careers.
| Study Type | Undergraduate | Level | 3 |
|---|---|---|---|
| Term | Second Term | Credit Points | 30 credits (15 ECTS credits) |
| Campus | Offshore | Sustained Study | No |
| Co-ordinators |
|
||
At the end of the course students will have an understanding of: - The consumer as an individual: Understanding motivations, psychographics, demographics and cognitive processes. - Social and group aspects of consumer behaviour: The role of friends, family and reference groups.
Information on contact teaching time is available from the course guide.
Alternative Assessment
MCQ Test (30%)
2000-word Research Proposal (70%)
Alternative Resit Assessment
Alternative assignment in which students are required to answer two out of four questions, maximum 1000 words per question, each worth 50%.
There are no assessments for this course.
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Factual | Remember | ILO’s for this course are available in the course guide. |
We have detected that you are have compatibility mode enabled or are using an old version of Internet Explorer. You either need to switch off compatibility mode for this site or upgrade your browser.
