Module Information

Module Identifier
Module Title
Academic Year
Semester 2

Course Delivery

Delivery Type Delivery length / details
Lecture 11 x 2 hours


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.


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.

Reading List

Recommended Text
Solomon, 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


This module is at CQFW Level 7