Consumer Behaviour
| Module title | Consumer Behaviour |
|---|---|
| Module code | BEM2016 |
| Academic year | 2024/5 |
| Credits | 15 |
| Module staff | Dr Katerina Karanika (Convenor) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 11 |
| Number students taking module (anticipated) | 351 |
|---|
Module description
Summary:
Consumer Behaviour has become an important focus of marketing activity as markets operate to serve the desires of increasingly fragmented niche markets. This module will examine the development of consumer behaviour in the marketplace from different disciplinary perspectives spanning the social sciences. Theoretical insights from these perspectives will be used to critically evaluate current aspects of consumer culture such as the role of brands in consumers’ lives, the uses and consequences of advertising campaigns, the formation of late-modern personalities and marketplace communities.
Additional Information:
Internationalisation
The content of this module is relevant around the world, so you are encouraged to take a global perspective in your work and consider culturally driven consumer behaviour.
Sustainability
This module engages with sustainability by addressing concepts such as ‘green consumption’, ethics and corporate social responsibility.
All of the resources for this course are available through the ELE (Exeter Learning Environment).
External Engagement
Formative projects include an element of research, giving you the opportunity to engage with external organisations and individuals.
You also have the opportunity to engage with the current research being done by Exeter academic staff and by other academics in the field.
Employability
You will develop your understanding of the drive behind consumer behaviour patterns, market research skills, and report writing ability.
Module aims - intentions of the module
The broad aim of this module is to enable students’ understanding of the extent to which Consumer Behaviour has become an important focus of marketing activity as markets operate to serve the desires of increasingly fragmented niche markets. To this end students will examine the development of consumer behaviour in the marketplace from different disciplinary perspectives spanning the social sciences. Students will build upon theoretical insights gained from these perspectives to critically evaluate current aspects of consumer culture such as the role of brands in consumers’ lives, the uses and consequences of advertising campaigns, the formation of late-modern personalities and marketplace communities.
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. explain the managerial significance of studying consumer behaviour in a competitive marketplace and how consumer behaviour can be located within a broader framework of marketing and business strategy
- 2. explain and apply principles and theories from psychology, sociology and consumer cultural theory
- 3. evaluate management and communications strategies that might derive from theories taught during the semester
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 4. analyse and critically evaluate the behaviour of consumers in the marketplace - including being able to reflexively assess the impact of consumerism on self and one's own buying patterns and influences
- 5. analyse and critically evaluate social phenomena that occur in a market society
- 6. recognise the importance of studying consumer behaviour from an interdisciplinary social science perspective
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 7. further develop writing skills
- 8. further develop independent study skills
- 9. further develop skills for negotiation, argumentation, communication and problem solving
- 10. develop critical reflexivity towards the subject matter, and towards one's own and one's peers consumer behaviour
- 11. explain the social, financial and environmental factors that can impact on consumption sustainability and appreciate ethical dimensions in consumer decision making
Syllabus plan
Indicative syllabus content includes:
- The market society – an introduction to consumer culture and modernity
- The wheel of consumption: Buying, Using and Disposing
- Consumer perception
- Self – the role of self in consumption
- Motivation, values and lifestyle
- Learning, memory and consumer attitude formation
- Household decision making and social class
- Group influence and opinion leadership
- Culture, subcultures and consumer acculturation
- Cultural change process and new consumers
- Online Consumer Behaviour
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 20 | 130 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled Learning and Teaching Activity | 11 | Lectures |
| Scheduled Learning and Teaching Activity | 9 | Tutorials (9 x 1 hour in week ) |
| Guided Independent Study | 130 | Reading, preparation for classes and assessments |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Formative exercises will take various forms including group exercises, revision quizzes and multiple-choice question exercises as well as group discussions on consumer behaviour and essay topics | 1-11 | Written comments, indicative grade, group discussion |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 0 | 100 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Mid-term test | 30 | 45 minutes | 1-6 | Grade and feedback notified to individuals via ELE |
| Examination | 70 | 2 hour exam - Students will need to use taught theory and real life examples in order to develop and justify arguments and demonstrate a critical understanding of consumer behaviour topics. | 1-11 | Indicative answers on ELE, written feedback on mark sheet and verbal feedback available |
Details of re-assessment (where required by referral or deferral)
| Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
|---|---|---|---|
| Mid term test (30%) | Mid term test (30%) | 1-6 | Referral/Deferral Period |
| Examination (70%) | Examination (70%) | 1-11 | Referral/Deferral period |
Indicative learning resources - Basic reading
Solomon, M. et al. (2018) Consumer Behaviour, A European Perspective, 7th edition, London: Prentice Hall
Indicative learning resources - Web based and electronic resources
- Journal of Consumer Research
- Advances in Consumer Research
- Consumption, Markets and Culture
- European Journal of Marketing
- Journal of Consumer Psychology
- Journal of Consumer Behaviour
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module pre-requisites | BEM1019 |
| Module co-requisites | None |
| NQF level (module) | 5 |
| Available as distance learning? | Yes |
| Origin date | 01/09/2008 |
| Last revision date | 17/03/2024 |
