Module Information
Module Identifier
MMM3410
Module Title
CONSUMER BEHAVIOUR
Academic Year
2012/2013
Co-ordinator
Semester
Intended for use in future years
Course Delivery
| Delivery Type | Delivery length / details |
|---|---|
| Lecture | 11 x 2 hours |
Assessment
| Assessment Type | Assessment length / details | Proportion |
|---|---|---|
| Semester Assessment | One 2,000 word project | 40% |
| Semester Exam | 1.5 Hours | 60% |
| Supplementary Exam | 1.5 Hours Resit exam and/or resubmission of project | 100% |
Learning Outcomes
On successful completion of this module students should be able to:
Define the key terms in consumer behaviour
Appraise the context of consumer behaviour
Apply the elements of consumer behaviour to a marketing problem
Evaluate and apply the importance of each aspect of consumer behaviour to an organisational
Brief description
This module will be core to the marketing route of the Marketing in Management programme. The focus will be on appraising the complexity of the buying variables and the challenges that presents for the marketing managers. This is especially important given the impact of globalisation and the conflicts in customisation of products/services.
Content
1. The context and importance of consumer behaviour.
2. The consumer as an individual.
3. The consumer buying process.
4. The organisational buying process.
5. The impact of culture and subculture.
2. The consumer as an individual.
3. The consumer buying process.
4. The organisational buying process.
5. The impact of culture and subculture.
Reading List
Recommended TextSolomon, M et al (2006) Consumer Behaviour 3rd Harlow: FT Prentice Hall Primo search Supplementary Text
D I Hawlden, R J Best and K A Coney Consumer Behaviour: Implications for Marketing Strategy Primo search E J Arnould, LL Price and G Zinkham Consumers Primo search L G Schiffman and L L Kanuk Consumer Behaviour Primo search Consumers and marketing journals as appropriate Primo search
Notes
This module is at CQFW Level 7