BA Modern Language and Business & Management (Chinese)

Year of entry: 2023

Course unit details:
Consumers and Markets

Course unit fact file
Unit code BMAN32161
Credit rating 10
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
Marketing BMAN20832 Pre-Requisite Compulsory
Marketing BMAN30021 Pre-Requisite Compulsory
BMAN31752 has pre-requisites of BMAN20832 or BMAN30021.


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

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% examination selectively based on student study of designated literature.

Feedback methods

•       Response to student emails.

•       Generic feedback on Blackboard.

•       Formative essay assessment

Recommended reading

Sethna and Blythe, Jim (2019) Consumer Behaviour (Third edition) Sage, London


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

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

Co-requisites: N/A

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


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