Module Information

Module Identifier
Module Title
Academic Year
Semester 2
MM30120 and MM31820 Both Marketing Management and Marketing Research required (or an approved Social Science research module such as PS30320)
Other Staff

Course Delivery

Delivery Type Delivery length / details
Seminars / Tutorials 4 x 1 hour per student


Assessment Type Assessment length / details Proportion
Semester Assessment Individual coursework: comprising 1 essay of 2500 words  50%
Semester Exam 2 Hours   50%
Supplementary Assessment A student must (re)submit any element of assessed work that previously was failed  50%
Supplementary Exam 2 Hours   50%

Learning Outcomes

On successful completion of this module students should be able to:

* Synthesize different theoretical perspectives on the 'Self' and how these relate to consumer behaviour.

* Synthesize and evaluate different psychological perspectives on how, where, when, what and why individuals consume.

* Synthesize views of the consumer as an individual, their individual needs and motivations, recognizing both the rational and emotional bases of many consumer actions.

* Describe and evaluate different socio-cultural perspectives on how, where, when, what and why individuals and groups consume.

* Demonstrate an understanding of the consumer as a social being, their social needs, motivations, and positions within social structures and how these will inform their consumption decisions.

* Demonstrate an understanding of the relationship between the self and society and how this interrelationship informs consumption decisions.


This module aims to develop student's knowledge and understanding of the fundamental principles and theories involved in consumer behaviour process within a marketing context. The lectures and seminars will introduce the role that consumer behaviour plays within the development, application and solution of practical marketing problems. The net outcome is to demonstrate an understanding about the world. It builds on understanding acquired in the Marketing Management andf Marketing Research modules.

Brief description

The study of consumer behaviour is still a very much evolving part of the marketing discipline. It focuses on how end consumers and business consumers make decisions to spend their available resources such as time, money, effort on consumption related items. That includes what they buy, why the buy it, where they buy it, how often they buy it and how often they use it.


Part 1: Introduction to Consumer Behaviour

Part 2: The Psychology of Consumption
  • Freud, Psychoanalysis & the "Self"
  • Motivation, Values & Involvement
  • Learning & Memory
  • Perception & Attitudes
Part 3: The Sociology of Consumption
  • Consumer Culture Theory
  • Consumption, Gender & the Body
  • Age, Race & Consumption
Part 4: Towards a Psychosocial View of Consumption
  • Lifestyle Marketing

Module Skills

Skills Type Skills details
Communication Read in different contexts and for different purposes. Write for different purposes and audiences.
Information Technology Use a range of commonly used software packages. Present information and data. Use e-mail/internet appropriately and effectively.
Personal Development and Career planning Develop awareness of personal skills, beliefs and qualities in relation to course/career progression.
Problem solving Identify problems. Identify factors which might influence potential solutions. Develop creative thinking approaches to problem solving. Evaluate advantages and disadvantages of potential solutions. Construct a rational response to a problem.
Research skills Understand a range of research methods. Plan and carry out research.
Subject Specific Skills Students will develop their knowledge and research skills in understanding a range of consumer behaviour issues, for example: motivation, attitudes and values, the place of social structures in informing consumer identities, and so on.

Reading List

Recommended Text
Schiffman, L G and L L Kanuk (2004) Consumer Behaviour 8th Edition Prentice Hall: New Jersey Primo search Solomon, M R, Bamossy, G and S Askegaard (2002) Consumer Behaviour - A European Perspective 2nd Edition Prentice Hall: England Primo search


This module is at CQFW Level 6