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BSc Management (Human Resources) with Industrial/Professional Experience

Year of entry: 2020

Course unit details:
Consumer Behaviour

Unit code BMAN20271
Credit rating 10
Unit level Level 2
Teaching period(s) Semester 1
Offered by Alliance Manchester Business School
Available as a free choice unit? No


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. 


Unit title Unit code Requirement type Description
Marketing Foundations BMAN10101 Pre-Requisite Compulsory
BMAN 20271 has pre-requisites of: BMAN10101 Marketing Foundations. Only available to students on: Mgt/Mgt Specialism; IMABS, IM & ITMB/ITMB Specialism.

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: BMAN10101 Marketing Foundations

Co-requisites: N/A

Dependent course: BMAN31581 International Marketing


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:

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

Teaching and learning methods

Methods of delivery-               Lectures/Seminar sessions

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

Seminar hours -                      3

Private study -                        77

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% examination selectively based on student study of designated literature.

For semester 1 only exchange students taking this course as BMAN20751 the assessment will be a 2500 word essay plus the 10% in class assessment.


Feedback methods

  • Response to student emails.
  • Generic feedback on Blackboard.
  • Formative essay assessment.

Recommended reading

Blythe, Jim (2013) Consumer Behaviour (second edition) Sage, London


Study hours

Scheduled activity hours
Assessment written exam 2
Lectures 20
Seminars 3
Independent study hours
Independent study 75

Teaching staff

Staff member Role
Alexander Gunz Unit coordinator

Additional notes

Other staff involved: Tony Grimes

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: BMAN10101 Marketing Foundations

Programme Restrictions: BSc Management and Management (Specialisms), BSc International Management with American Business Studies, BSc International Management


For Academic Year 2019/20

Updated: May 2019

Approved by: March UG Committee

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