Consumers and Markets

Course unit fact file
Unit code	BMAN32161
Credits	10
Unit level	Level 3
Teaching period(s)	Semester 1
Offered by	Alliance Manchester Business School

Overview

Following an introduction to the role of consumer behaviour in marketing, the lectures will focus on a number of themes in consumer behaviour including psychological, economic and sociological factors affecting search, choice, acquisition, and usage of goods and services; consumer decision processes; consumer motivation, memory, ability to use self-control, social and societal influences. It will also touch on elements of consumer well-being at times.

Pre/co-requisites

Unit title	Unit code	Requirement type	Description
Marketing	BMAN20832	Pre-Requisite	Compulsory
Marketing	BMAN30021	Co-Requisite	Compulsory

BMAN32161 has either pre-requisites of BMAN20832 or BMAN30021 as a co-requisites.

Pre-requisite course units have to be passed by 40% or above at the first attempt unless a higher percentage is indicated within this course outline.

Pre-requisites: BMAN30021 Marketing OR BMAN20832 Marketing

Aims

The course aims to provide students with a ‘tool kit’ of consumer behaviour concepts, and to build the skill in them to use these concepts to understand and analyse consumer situations. This tool kit covers the essentials of consumer decision making, psychology, and social/cultural influences. It considers both practical business implications of these elements, along with an academic understanding of important elements and outcomes on the lives that consumers live.

Learning outcomes

By the end of the course students should be able to:

Define and illustrate important components of consumer behaviour
Develop an understanding of the way consumer psychology shapes what consumers see, understand, remember, experience and do in the market place
Be able to use this understanding to analyse situations that consumers might experience.

Teaching and learning methods

Methods of delivery- Lectures

Lecture hours - 20 (2 hours per week, over 10 weeks)

Private study - 80

Total study hours - 100

Informal Contact Methods
1. Office Hours
2. 2 x 2hr Drop in Surgeries (extra help sessions for students on material they may be struggling with)

Assessment methods

10% Completion of flashcards.

90% 90 minute examination selectively based on student study of designated literature.

Feedback methods

• Response to student emails.

• Formative essay assessment

Study hours

Scheduled activity hours
Assessment written exam	1.5
Lectures	20

Independent study hours
Independent study	78.5

Teaching staff

Staff member	Role
Alexander Gunz	Unit coordinator

Additional notes