Understanding Consumer Behaviour

Module description

Summary:

The aim of the module is to understand the behaviour of people as consumers and the strategic implications of this understanding for marketing managers. This understanding is one of the critical components of marketing analysis in examining and diagnosing problems and reaching effective decisions. Principles from several social sciences including psychology, sociology, and anthropology are integrated to understand and analyze consumer actions, experiences, feelings, and judgment processes.  

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’, sustainable fashion, ethics and corporate social responsibility.
All of the resources for this course are available through the ELE (Exeter Learning Environment).
External Engagement
All of the projects done by students include an element of survey, 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.
Employability
Students develop their skills in team-working, presentation and communication. They also develop their understanding of the drive behind consumer behaviour patterns, market research skills, and report writing ability.

Full module specification

Module title:Understanding Consumer Behaviour
Module code:BEMM120
Module level:M
Academic year:2016/7
Module lecturers:
  • Dr Katerina Karanika - Convenor
Module credit:15
ECTS value:

7.5

Pre-requisites:

None

Co-requisites:

BEMM 148 Marketing Strategy

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

11

Module aims

The aim of the module is to understand the behaviour of people as consumers and the strategic implications of this understanding for marketing managers. This understanding is one of the critical components of marketing analysis in examining and diagnosing problems and reaching effective decisions. Principles from several social sciences including psychology, sociology, and anthropology are integrated to understand and analyze consumer actions, experiences, feelings, and judgment processes.  

ILO: Module-specific skills

  • 1. understand the nature of consumer behaviour and apply concepts and theories used in the study of consumer behaviour in developing effective marketing decision making
  • 2. recognize the importance of studying consumer behaviour for the effective implementation of the marketing concept

ILO: Discipline-specific skills

  • 3. critically evaluate the models, theories, and concepts commonly used in exploring and understanding marketing practice
  • 4. apply a range of behavioural concepts and theories in order to understand or justify marketing activity

ILO: Personal and key skills

  • 5. critically assess competing theories
  • 6. develop team-work skills, including negotiation, argumentation, and presentation
  • 7. develop their research, written and oral communication skills
  • 8. further develop problem solving skills

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

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad
221280

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Contact hours22Lectures - Sessions consist of a mixture of lectures, class discussions, videography displays, group work (5-6 members) and case studies.

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Formative exercises will be embedded during the lectures and will take various forms including, group exercises, case studies, revision quizzes and multiple-choice questions exercises as well as class discussions on consumer behaviour and essay topics1-8Verbal feedback

Summative assessment (% of credit)

CourseworkWritten examsPractical exams
207010

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Group presentation10Each group will consist of 5 or 6 members and will need to make a 15 min presentation on a consumer behavior case study1-8Written feedback
Group report20Each group will submit a 2000 words report based on the presentation1-8Written feedback
Examination7090 minute 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.1-5, 8Indicative answers on ELE, written feedback on mark sheet and verbal feedback available
0
0
0

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

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
ExamReferral exam (100%)1-5, 8August / September post exam board

Re-assessment notes

90 minute 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.

Syllabus plan

•   Course introduction
•   Consumer Behavior, Perception, Memory and Learning
•   Motivation and Values
•   The Self, Personality and Lifestyles
•   Attitudes and Persuasion
•   Decision making and household decisions
•   Buying and disposing
•   Groups and Social Media
•   Lifestyles and subcultures
•   Cultural influences and global issues
•   Presentation sessions

Indicative learning resources - Basic reading

Solomon, M. (2012). Consumer Behavior, 10th edition, Global Edition. ISBN:  Publisher: Pearson Education

 [Core]

Module has an active ELE page?

Yes

Indicative learning resources - Other resources

Additional readings:

 

Journal of Consumer Research

Journal of Consumer Affairs

ACR Proceedings

Journal of Consumer Psychology

Journal of Marketing

Journal of Marketing research

Public Opinion Quarterly

Marketing News

http://www.acrwebsite.org/

http://images.businessweek.com

Origin date

10/09/2007

Last revision date

17/07/2014