BSc Management (Innovation, Strategy and Entrepreneurship) with Industrial / Professional Experience / Course details

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.

 

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

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:

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.

Methods of delivery- Lectures/Seminar sessions

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

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

 

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.

 

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

Sethna & Blythe (2019) Consumer Behaviour (fourth edition) Sage, London

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