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MN52062: Consumer behaviour

[Page last updated: 15 August 2024]

Academic Year: 2024/25
Owning Department/School: School of Management
Credits: 5 [equivalent to 10 CATS credits]
Notional Study Hours: 100
Level: Masters UG & PG (FHEQ level 7)
Period:
Semester 1
Assessment Summary: EXCB 100%
Assessment Detail:
  • Closed-book written examination (EXCB 100%)
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Requisites:
Learning Outcomes: Students are expected to: 1. Critically evaluate and apply consumer research and theoretical models in the field. 2. Understand key theories and processes in consumer behaviour and synthesize data systematically and creatively to solve dilemmas. 3. Consider different ways in which consumer research may be applied in the development of marketing programmes.


Synopsis: Get an introduction to key concepts, analyses and activities that comprise consumer behaviour. You will examine the implications of consumer behaviour for marketing, other company functions and society. You will also learn the principles You will need to make informed decisions as a marketing professional.

Content: 1. Introduction 2. Consumer Senses 3. Learning and Memory 4. Motivation, needs and goals 5. Decision-making 6. Attitudes 7. Social influence 8. Personality and lifestyle 9. Emotions 10. Revision

Course availability:

MN52062 is Compulsory on the following courses:

School of Management

MN52062 is Optional on the following courses:

School of Management

Notes:

  • This unit catalogue is applicable for the 2024/25 academic year only. Students continuing their studies into 2025/26 and beyond should not assume that this unit will be available in future years in the format displayed here for 2024/25.
  • Courses and units are subject to change in accordance with normal University procedures.
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