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BSc International Management with American Business Studies

Year of entry: 2021

Course unit details:
Consumer Behaviour

Unit code BMAN20271
Credit rating 20
Unit level Level 2
Teaching period(s) Semester 1
Offered by Alliance Manchester Business School
Available as a free choice unit? No

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 Foundations BMAN10101 Pre-Requisite Compulsory
BMAN20271 has pre-requisite of: BMAN10101 Marketing Foundations and available to students on: BSc Mgt/Mgt Specialism; IMABS, IM & ITMB/ITMB Specialism. This course also available to MLBM students and the pre-requisite is BMAN20832.

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

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:

  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 - 25 (2 hours per week, over 10 weeks + 1 hour every 2nd week)

Seminar hours -          5 (1 hour every 2nd week)

Private study -            170

Total study hours -      200

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.

30% In class quizzes (multiple choice & short answer)

60% 2 hour examination .

For semester 1 only exchange students taking this course as BMAN20751 the assessment will be as above, except with a 2500 word essay in place of the exam.
 



 

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 25
Seminars 5
Independent study hours
Independent study 168

Teaching staff

Staff member Role
Alexander Gunz Unit coordinator

Additional notes

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

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

 

For Academic Year 2020/21

Updated: March 2020

Approved by: March UG Committee

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