Module code: MN7548
Marketing practice and theory is underpinned by in-depth knowledge of the purchasing and consumption behaviour of customers. Students of marketing need to understand how consumers choose between brands and to develop an ability to research consumer markets. Consumer behaviour can be broadly defined as the processes through which groups and/or individuals, acquire, consume and dispose of goods, services, ideas and/or experiences. Students are introduced and will critically review key consumer behaviour concepts and learn how to apply these concepts. This module seeks to develop an interdisciplinary, theoretically informed understanding of consumer behaviour through an active piece of primary consumer research.
- Consumer behaviour for the implementation of the marketing concept.
- Academic subjects (psychology, sociology, anthropology and economics) that underpin the study of consumer behaviour.
- Competing theories in consumer behaviour.
- Research methods, theories and concepts commonly used in exploring and understanding consumer behaviour.
113 hours of guided independent study
Two-hour exam (100%)