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Consumer Behaviour

Module titleConsumer Behaviour
Module codeBEM2016
Academic year2020/1
Credits15
Module staff

Deidre Makepeace (Lecturer)

Dr Katerina Karanika (Convenor)

Duration: Term123
Duration: Weeks

11

Number students taking module (anticipated)

351

Description - summary of the module content

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 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.

Module aims - intentions of the module

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.

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

  • 1. explain 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. explain 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

On successfully completing the module you will be able to...

  • 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

On successfully completing the module you will be able to...

  • 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. explain the social, financial and environmental factors that can impact on consumption sustainability and appreciate ethical dimensions in consumer decision making

Syllabus plan

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

Learning and teaching

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
Scheduled Learning and Teaching Activity22Lectures
Scheduled Learning and Teaching Activity5Fortnightly Tutorials (5 x 1 hour in week 2,4,6,8,10)
Guided Independent Study123Reading, preparation for classes and assessments

Assessment

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Formative exercises will take various forms including group exercises, revision quizzes and multiple-choice question exercises as well as group discussions on consumer behaviour and essay topics1-11Written comments, indicative grade, group discussion

Summative assessment (% of credit)

CourseworkWritten examsPractical exams
01000

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Mid-term test3045 minutes1-6Grade and feedback 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

Re-assessment

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

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Mid-term test (30%), Examination (70%)Written Examination (100%)1-11August/September Reassessment period

Resources

Indicative learning resources - Basic reading

Solomon, M. et al. (2018) Consumer Behaviour, A European Perspective, 7th edition, London: Prentice Hall

 

 

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 Behaviour

Module has an active ELE page

Key words search

Consumer research behaviour qualitative introspection markets culture creativity applied popular culture

Credit value15
Module ECTS

7.5

Module pre-requisites

BEM1019

Module co-requisites

None

NQF level (module)

5

Available as distance learning?

Yes

Origin date

01/09/2008

Last revision date

22/07/2020