
- UCAS course code
- N202
- UCAS institution code
- M20
BSc Management (Innovation, Strategy and Entrepreneurship) with Industrial / Professional Experience / Course details
Year of entry: 2023
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Course unit details:
Consumer Behaviour
Unit code | BMAN20271 |
---|---|
Credit rating | 20 |
Unit level | Level 2 |
Teaching period(s) | Semester 1 |
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 |
---|---|---|---|
Principles of Marketing | BMAN10101 | Pre-Requisite | Compulsory |
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:
- 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/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% Small group short answer questions
60% Examination
For semester 1 only exchange students taking this course as BMAN20751 the assessment will be as above, except with an essay in place of the exam.
Feedback methods
- Response to student emails.
- Generic feedback on Blackboard.
- Formative essay assessment.
Recommended reading
Sethna & Blythe (2019) Consumer Behaviour (fourth 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
Other staff involved:
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: N/A
Programme Restrictions: BSc Management and Management (Specialisms), BSc International Management with American Business Studies, BSc International Management, BSc ITMB.
For Academic Year 2023/24
Updated: March 2023
Approved by: March UG Committee