|Delivery Type||Delivery length / details|
|Seminars / Tutorials||4 x 1 hour per student|
|Assessment Type||Assessment length / details||Proportion|
|Semester Exam||2 Hours Unseen written examination||50%|
|Semester Assessment||Individual coursework: comprising 1 essay of 2500 words||50%|
|Supplementary Exam||2 Hours Unseen written examination Repeat failed element||50%|
|Supplementary Assessment||Individual coursework: comprising 1 essay of 2500 words Repeat failed element||50%|
On successful completion of this module students should be able to:
* Synthesize different theoretical perspectives on the 'Self' and how these relate to consumer behaviour.
* Synthesize and evaluate different psychological perspectives on how, where, when, what and why individuals consume.
* Synthesize views of the consumer as an individual, their individual needs and motivations, recognizing both the rational and emotional bases of many consumer actions.
* Describe and evaluate different socio-cultural perspectives on how, where, when, what and why individuals and groups consume.
* Demonstrate an understanding of the consumer as a social being, their social needs, motivations, and positions within social structures and how these will inform their consumption decisions.
* Demonstrate an understanding of the relationship between the self and society and how this interrelationship informs consumption decisions.
This module aims to develop student's knowledge and understanding of the fundamental principles and theories involved in consumer behaviour process within a marketing context. The lectures and seminars will introduce the role that consumer behaviour plays within the development, application and solution of practical marketing problems. The net outcome is to demonstrate an understanding about the world. It builds on understanding acquired in the Marketing Management andf Marketing Research modules.
The study of consumer behaviour is still a very much evolving part of the marketing discipline. It focuses on how end consumers and business consumers make decisions to spend their available resources such as time, money, effort on consumption related items. That includes what they buy, why the buy it, where they buy it, how often they buy it and how often they use it.
Part 2: The Psychology of Consumption
- Freud, Psychoanalysis & the "Self"
- Motivation, Values & Involvement
- Learning & Memory
- Perception & Attitudes
- Consumer Culture Theory
- Consumption, Gender & the Body
- Age, Race & Consumption
- Lifestyle Marketing
|Skills Type||Skills details|
|Communication||Read in different contexts and for different purposes. Write for different purposes and audiences.|
|Information Technology||Use a range of commonly used software packages. Present information and data. Use e-mail/internet appropriately and effectively.|
|Personal Development and Career planning||Develop awareness of personal skills, beliefs and qualities in relation to course/career progression.|
|Problem solving||Identify problems. Identify factors which might influence potential solutions. Develop creative thinking approaches to problem solving. Evaluate advantages and disadvantages of potential solutions. Construct a rational response to a problem.|
|Research skills||Understand a range of research methods. Plan and carry out research.|
|Subject Specific Skills||Students will develop their knowledge and research skills in understanding a range of consumer behaviour issues, for example: motivation, attitudes and values, the place of social structures in informing consumer identities, and so on.|
This module is at CQFW Level 6