MSc International Fashion Retailing

Year of entry: 2023

Course unit details:
Fashion Consumer Behaviour

Course unit fact file
Unit code MATS61411
Credit rating 20
Unit level FHEQ level 7 – master's degree or fourth year of an integrated master's degree
Teaching period(s) Semester 1
Offered by Department of Materials
Available as a free choice unit? No


This unit introduces you to the principles of fashion consumer behaviour and relevant theories pertinent to consumer behaviour.


This unit explores current issues in fashion consumer behaviour by evaluating fundamental and cutting-edge theories/models and their application to an international fashion context.


Learning outcomes

A greater depth of the learning outcomes will be covered in the following sections:

  • Knowledge and understanding
  • Intellectual skills
  • Practical skills
  • Transferable skills and personal qualities

Teaching and learning methods

This unit makes use of a variety of learning and teaching processes including: lectures, problem based learning, practical sessions; case studies, and discussions. Blackboard will be used to present lecture notes and supporting materials for the unit. The lectures with develop the theoretical subject knowledge, whilst the case studies and discussions will evaluate the importance and application of techniques, with practical sessions visualising these findings. Blackboard may also be utilised for assessment using Turnitin.

Knowledge and understanding

  • Explain the link between consumer behaviour theories
  • Describe and discuss the importance of consumer behaviour theories in fashion marketing and retailing

Intellectual skills

  • Demonstrate high level cognitive skills of critical thinking, analysis and synthesis
  • Analyse market dynamics from a theoretical perspective
  • Evaluate different strategies to meet given objective

Practical skills

  • Find, evaluate, synthesise and use information from a variety of sources
  • Express complex ideas and argument coherently in appropriate formats

Transferable skills and personal qualities

  • Demonstrate global citizenship

Assessment methods

Method Weight
Written assignment (inc essay) 100%

Feedback methods

Written and verbal.

Recommended reading

  • Blackwell et al. (2017) Consumer Behaviour, Thomas Higher Education
  • Parsons et al. (2017) Contemporary Issues in Marketing & Consumer Behavior, Routledge
  • Solomon (2016) Consumer Behavior: Buying, Having, and Being, Global Edition, Pearson

Teaching staff

Staff member Role
Marta Blazquez Cano Unit coordinator

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