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)

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

1. DEMONSTRATE KNOWLEDGE AND UNDERSTANDING OF THE KEY CONCEPTS OF BUYER BEHAVIOUR AND LIFESTYLE ANALYSIS
Knowledge & Understanding

2. APPLY RELEVANT THEORIES AND CONCEPTS TO BUSINESS SCENARIOS
Application

Libraries
Lecture notes and handouts
Internet
Module website

FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY

Schiffman L.G. and Wisenblit J .(2014) Consumer Behavior 11th Edition Prentice Hall
Solomon, M.R. 2011, Consumer behavior: buying, having, and being, 9th (Global edn), Pearson Education

The learning strategy for this module is based around students committing a total of 150 hours of activities towards achieving the learning outcomes. These will be split between 39 hours of direct contact with a tutor and 111 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. 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.