Module Descriptors
CONSUMER BEHAVIOUR
MKTG50210
Key Facts
Faculty of Business, Education and Law
Level 5
15 credits
Contact
Leader: Anne Harbisher
Email: A.Harbisher@staffs.ac.uk
Hours of Study
Scheduled Learning and Teaching Activities: 36
Independent Study Hours: 114
Total Learning Hours: 150
Assessment
- ASSIGNMENT weighted at 60%
- GROUP PRESENTATION weighted at 40%
Module Details
Module Additional Assessment Details
An individual assignment of 1000 words worth 60% (Tests Learning Outcomes 1 and 2)
Group seminar presentation of 20 minutes worth 40% (Tests Learning Outcomes 1 and 2)
Group seminar presentation of 20 minutes worth 40% (Tests Learning Outcomes 1 and 2)
Module Indicative Content
The topics will be drawn from:
An introduction to consumer behaviour and theories
Individual factors of buyer behaviour
Group influences of buyer behaviour
Situational factors
Consumption and identity
Lifestyle issues and Demographics
Marketing Information sources to support lifestyle and consumption analysis
Marketing implications of contemporary lifestyle and buyer behaviour information
An introduction to consumer behaviour and theories
Individual factors of buyer behaviour
Group influences of buyer behaviour
Situational factors
Consumption and identity
Lifestyle issues and Demographics
Marketing Information sources to support lifestyle and consumption analysis
Marketing implications of contemporary lifestyle and buyer behaviour information
Module Learning Strategies
The learning strategy for the module requires students to commit 150 learning hourse (including assessment) of this there will be 36 hours of class support and 114 hours of independent and self directed study.
Learning support material will be provided for the module.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.
Learning support material will be provided for the module.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.
Module Special Admissions Requirements
Must have studied People and Marketing (BLB10055-1) or equivalent
Module Resources
Libraries
Lecture notes and handouts
Internet
Module website
Lecture notes and handouts
Internet
Module website
Module Texts
Antonides G and van Raaij W.F. (1998) Consumer Behaviour: A European Perspective, Wiley, Chichester, England ISBN 0-471-97513-3
Arnould E., Price L. and Zinkhan G. (2004 - 2nd edition) Consumers, McGraw Hill Irwin, New York ISBN 0-07-253714-0
Evans M, Ahmad J and Foxall G (2006) Consumer Behaviour, John Wiley and Sons
Schiffman L.G. and Kanuk L.L.(2000) Consumer Behaviour Prentice Hall, New Jersey ISBN 0-13-084129-3
Supplementary texts
Arnould E., Price L. and Zinkhan G. (2004 - 2nd edition) Consumers, McGraw Hill Irwin, New York ISBN 0-07-253714-0
Evans M, Ahmad J and Foxall G (2006) Consumer Behaviour, John Wiley and Sons
Schiffman L.G. and Kanuk L.L.(2000) Consumer Behaviour Prentice Hall, New Jersey ISBN 0-13-084129-3
Supplementary texts