|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%|
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
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.
2. The consumer as an individual.
3. The consumer buying process.
4. The organisational buying process.
5. The impact of culture and subculture.
Reading ListRecommended 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