Understanding Consumer Behaviour
| Module title | Understanding Consumer Behaviour |
|---|---|
| Module code | BEMM120 |
| Academic year | 2024/5 |
| Credits | 15 |
| Module staff | Dr Katerina Karanika (Convenor) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 11 |
| Number students taking module (anticipated) | 180 |
|---|
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’, 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 problem solving and communication. They also develop their understanding of the drive behind consumer behaviour patterns, market research skills, and report writing ability.
Module aims - intentions of the module
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.
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. explain 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
On successfully completing the module you will be able to...
- 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
On successfully completing the module you will be able to...
- 5. critically assess competing theories
- 6. develop negotiation and argumentation skills
- 7. develop their research, written and communication skills
- 8. further develop problem solving skills
Syllabus plan
• Course introduction
• Consumer Behavior, Perception, Memory and Learning
• Motivation and Values
• The Self, Personality and Gender
• Attitudes and Persuasion
• Decision making and household decisions
• Buying and disposing
• Groups, Social Media and Online Consumer Behaviour
• Lifestyles and subcultures
• Cultural influences and global issues
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 27 | 123 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled learning and teaching activities | 22 | Lectures - Sessions consist of a mixture of lectures, class discussions, videography displays, group work and case studies. |
| Scheduled learning and teaching activities | 5 | Fortnightly Tutorials (4-5 x 1 hour in week 2,4,6,8,10) |
| Guided independent study | 123 | Reading, preparation for classes and assessments |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Formative exercises will take various forms including, group exercises, case studies, revision quizzes and multiple-choice questions exercises as well as group discussions on consumer behaviour and essay topics | Vary | 1-8 | Verbal feedback |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 70 | 30 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| MCQ Test | 30 | 45 minutes | 1-4 | ELE |
| Case study based individual assignment | 70 | 2,500 words | 1-8 | Written and verbal |
Details of re-assessment (where required by referral or deferral)
| Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
|---|---|---|---|
| MCQ Test (30%) | MCQ Test (30%) (45 minutes) | 1-4 | August re-assessment period |
| Case study based individual assignment (70%) | Case study based individual assignment (70%) (2,500 words) | 1-8 | August re-assessment period |
Indicative learning resources - Basic reading
Solomon, M. (2018). Consumer Behavior, 12th edition, Global Edition. ISBN: Publisher: Pearson Education
[Core]
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://images.businessweek.com
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module pre-requisites | None |
| Module co-requisites | BEMM 148 Marketing Strategy |
| NQF level (module) | 7 |
| Available as distance learning? | No |
| Origin date | 10/09/2007 |
| Last revision date | 27/08/2020 |
