MC7073 - Understanding Consumer Behaviour (2021/22)
|Module specification||Module approved to run in 2021/22|
|Module title||Understanding Consumer Behaviour|
|Module level||Masters (07)|
|Credit rating for module||20|
|School||Guildhall School of Business and Law|
|Total study hours||200|
|Running in 2021/22||
The module is designed to provide students with an in-depth understanding of the buyer decision-making process and the factors influencing consumer buying behaviour. The concepts, principles, and frameworks examined in the module apply across business sectors and cultural boundaries. The main focus is to develop the link between theory and practical application.
Prior learning requirements
The module aims and learning outcomes have been formulated in relation to these QAA benchmark statements.The aims of the module are to:
• Critically explore the marketing implications of psychological personal and group influences of consumer behaviour from a customer perspective.
• Enable students to select and apply appropriate tools for analysing consumer behaviour, and evaluate the links between consumer analysis and marketing strategy.
• Foster a critical awareness and understanding of contemporary issues and trends in consumer behaviour studies and their application to marketing campaign.
• Enhance students’ cognitive, transferable and applied decision-making skills needed for a successful career in marketing and consumer analysis.
The module is organised around five principal blocks reflecting the learning outcomes.
1. Understanding trends of consumer behaviour in the 21st century
- The emergence of a different types of consumption patterns
- Organisation buying behaviour and the factors influencing how organisations buy
2. Consumers as individuals- affect/cognition concepts and applications
- The concept of self, personality, identity and image applied to consumers
- Needs and motivation; perception and attitudes formation and Learning
3. Consumers in their social and cultural setting
- Classification and analysis of culture driven values
- Social class, consumer social and family influences in consumer consumption
4. The consumer decision making process
- Models of consumer decision making
- Consumer learning and involvement process; adoption/diffusion of innovation
5. Consumer analysis and marketing strategy
- Market segmentation and marketing strategy based on consumer behaviour
- Product, promotion, pricing and on-line and off-line channel influences
- Ethics, social responsibility and environmental issues; public policy and consumer protection
Learning and teaching
The module will be delivered through 15 weekly interactive and teaching sessions of 3 hours.
The weekly workshops may be enhanced through the use of external speakers during the course of the academic year. The workshops also provide the opportunity for students to engage in complex and varied activities. This consists of a combination of theoretical input and problem-based tasks, supported by multimedia, including videos and student centred discussions. The teaching section will focus on key theories, concepts, models and frameworks of consumer and buyer behaviour.
Weblearn: will be used for the distribution of the Module booklet. It will also be used as an interactive mechanism between students and tutors, for example, to direct students to particular readings or to provide news about the module or the module content.
On completion of this module students will be able to:
1. Demonstrate a critical understanding of theories and concepts of consumer behaviour and be able to differentiate between various consumer types and develop appropriate tools and strategy to reach them effectively.
2. Critically analyse and evaluate the key factors influencing buyer behaviour and their application to managerial decision-making.
3. Demonstrate a comprehensive understanding and use of appropriate models of consumer analysis for developing an effective marketing strategy.
4. Critically evaluate current issues in consumption behaviour, including legislative, ethical and social responsibility issues.
5. Develop a critical awareness of consumer behaviour from a cross-cultural perspective
6. Acquire a range of transferable and subject-specific skills needed for future study and employment.
The assessment has been designed to test the achievement of the module’s learning outcomes and it requires students to think critically and apply the knowledge gained during the module. The focus will be on enabling the student to theorise about consumers and organisation buying behaviour, to apply the principles to case studies and use appropriate research techniques to undertake a comprehensive study of consumption behaviour in different business sectors. Accordingly, the module is assessed based on individual coursework where students will be required to demonstrate their understanding of social, cultural, psychological and behavioural aspects of consumers buying behaviour as well as knowledge of commercial application and managerial decision-making.
Constructive alignment of assessment strategy to learning outcomes and skill development
Skill development IPA: I - Introduced, P - Practiced, A - Assessed
|Assessment||Learning Outcomes||Skills Development||Details|
|1,2,3,4,5,6||Research skills (P,A); collation of relevant data and the synthesis of information to make meaningful analysis (P,A); critical judgement regarding the quality and validity of data and the analysis of information to develop appropriate marketing strategy (P, A); digital literacy and skills (P, A); numerical skills and referencing (P, A); ability to work independently (P, A); consumer consumption behaviour awareness (P, A) enterprise skills including taking initiative, showing leadership, taking calculated risks; completing tasks and projects (I, P, A)||
A comprehensive consumer behaviour report (word count 4,500)
This assignment is designed to provide students with an opportunity to demonstrate breadth and depth of understanding of the module. Assuming the role of a Consumer Buying Behaviour Consultant, each student will be required to develop a well-justified comprehensive consumer behaviour report. This report should include a detailed analysis of consumer behaviour issues as well as marketing implications of consumer analysis.
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· Journal of Consumer Research
· Psychology and Marketing
· Journal of Consumer Behaviour
· Advances in Consumer Research
· Journal of Marketing Research
· International Marketing Review
· Journal of Advertising Research
· European Journal of Marketing
· Journal of International marketing
· Journal of Consumer Studies and Home Economics
· International Journal of Consumer Studies
· International Review of Retail, Distribution and Consumer Research
· Journal of Targeting, Measurement and Analysis for Marketing