Consumer Behaviour

Module code: MN7283
Module co-ordinator: Dr Amanda Earley

Module Outline

This module emphasises that marketing practice and theory is underpinned by in-depth knowledge of the purchasing and consumption behaviour of customers, and that effective marketing strategy rests on understanding of how consumers choose between brands and how best to research consumer markets. It introduces and reviews key consumer behaviour theories and shows how to apply these to ‘real world’ applications in marketing.

Learning

  • 20 one-hour lectures
  • 2 one-hour seminars
  • 128 hours of guided independent study

Assessment

  • Exam, two hours (100%)