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BA Modern Language and Business & Management (Russian) / Course details
Year of entry: 2021
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Course unit details:
Consumers and Markets
|Unit level||Level 3|
|Teaching period(s)||Semester 1|
|Offered by||Alliance Manchester Business School|
|Available as a free choice unit?||Yes|
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|
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.
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)
10% Completion of flashcards.
90% examination selectively based on student study of designated literature.
• Response to student emails.
• Generic feedback on Blackboard.
• Formative essay assessment
Sethna and Blythe, Jim (2019) Consumer Behaviour (Third edition) Sage, London
|Scheduled activity hours|
|Assessment written exam||1.5|
|Independent study hours|
|Alexander Gunz||Unit coordinator|
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
This course is only available to students who have received prior agreement from their registering School. Not available to BSc in Management/Management (Specialism), IMABS or IM.
For Academic Year 2020/21
Updated: March 2020
Approved by: March UG Committee