Consumer Behaviour

Module description

Summary:

Consumer Behaviour has become an important focus of marketing activity as markets operate to serve the desires of increasingly fragmented niche markets. This module will examine the development of consumer behaviour in the marketplace from different disciplinary perspectives spanning the social sciences. Theoretical insights from these perspectives will be used to critically evaluate current aspects of consumer culture such as the role of brands in consumers’ lives, the uses and consequences of advertising campaigns, the formation of late-modern personalities and marketplace communities.

Additional Information:

Internationalisation

The content of this module is relevant around the world, so students are encouraged to take a global perspective in their work and consider culturally driven consumer behaviour.

Sustainability

This module engages with sustainability by addressing concepts such as ‘green consumption’, ethics and corporate social responsibility.

All of the resources for this course are available through the ELE (Exeter Learning Environment).

External Engagement

Formative projects done by students include an element of research, giving them the opportunity to engage with external organisations and individuals.

Students also have the opportunity to engage with the current research being done by Exeter academic staff and and by other academics in the field.

Employability

Students will develop their understanding of the drive behind consumer behaviour patterns, market research skills, and report writing ability.

Full module specification

Module title:Consumer Behaviour
Module code:BEM2016
Module level:2
Academic year:2019/0
Module lecturers:
  • Deidre Makepeace - Lecturer
  • Dr Katerina Karanika - Convenor
Module credit:15
ECTS value:

7.5

Pre-requisites:

BEM1019

Co-requisites:

None

Duration of module: Duration (weeks) - term 2:

11

Module aims

The broad aim of this module is to enable students’ understanding of the extent to which Consumer Behaviour has become an important focus of marketing activity as markets operate to serve the desires of increasingly fragmented niche markets. To this end students will examine the development of consumer behaviour in the marketplace from different disciplinary perspectives spanning the social sciences. Students will build upon theoretical insights gained from these perspectives to critically evaluate current aspects of consumer culture such as the role of brands in consumers’ lives, the uses and consequences of advertising campaigns, the formation of late-modern personalities and marketplace communities.

ILO: Module-specific skills

  • 1. understand the managerial significance of studying consumer behaviour in a competitive marketplace and how consumer behaviour can be located within a broader framework of marketing and business strategy
  • 2. understand and apply principles and theories from psychology, sociology and consumer cultural theory
  • 3. evaluate management and communications strategies that might derive from theories taught during the semester

ILO: Discipline-specific skills

  • 4. analyse and critically evaluate the behaviour of consumers in the marketplace - including being able to reflexively assess the impact of consumerism on self and one's own buying patterns and influences
  • 5. analyse and critically evaluate social phenomena that occur in a market society
  • 6. recognise the importance of studying consumer behaviour from an interdisciplinary social science perspective

ILO: Personal and key skills

  • 7. further develop writing skills
  • 8. further develop independent study skills
  • 9. further develop skills for negotiation, argumentation, communication and problem solving
  • 10. develop critical reflexivity towards the subject matter, and towards one's own and one's peers consumer behaviour
  • 11. understand the social, financial and environmental factors that can impact on consumption sustainability and appreciate ethical dimensions in consumer decision making

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad
271230

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Contact hours22Lectures
Contact hours5Fortnightly Tutorials (5 x 1 hour in week 2,4,6,8,10)

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Formative exercises will be embedded during the lectures and after classes. These will take various forms including, group exercises, revision quizzes and multiple-choice questions exercises as well as class discussions on consumer behaviour and essay topics.1-11Written comments, indicative grade, class discussion

Summative assessment (% of credit)

CourseworkWritten examsPractical exams
07030

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
MCQ test (week 11)3045 minutes1-16Grade notified to individuals via ELE
Examination702 hour exam - Students will need to use taught theory and real life examples in order to develop and justify arguments and demonstrate a critical understanding of consumer behaviour topics.1-11Indicative answers on ELE, written feedback on mark sheet and verbal feedback available

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
MCQ testMCQ test1-11August/September re-assessment period
ExamReferral exam (70%)1-11August/September re-assessment period

Syllabus plan

  • The market society – an introduction to consumer culture and modernity
  •  The wheel of consumption: Buying, Using and Disposing
  • Consumer perception
  • Self – the role of self in consumption
  • Motivation, values and lifestyle
  • Learning, memory and consumer attitude formation
  • Household decision making  and social class
  • Group influence and opinion leadership
  • Culture, subcultures and consumer acculturation
  • Cultural change process and new consumers
  • Online Consumer Behaviour

Indicative learning resources - Basic reading

Solomon, M. et al. (2010) Consumer Behaviour, A European Perspective, 4th edition, London: Prentice Hall

[Core]

 

Module has an active ELE page?

Yes

Indicative learning resources - Web based and electronic resources

Journal of Consumer Research

Advances in Consumer Research

Consumption, Markets and Culture

European Journal of Marketing

Journal of Consumer Psychology

Journal of Consumer Behavior

Origin date

01/09/2008

Last revision date

08/02/2019