Module Information

Module Identifier
Module Title
Consumer and Buyer Behaviour
Academic Year
Semester 2
Reading List
Other Staff

Course Delivery



Assessment Type Assessment length / details Proportion
Semester Assessment Written Essay  2000 Words  50%
Semester Exam 2 Hours   Exam  50%
Supplementary Assessment Written Essay  2000 Words  50%
Supplementary Exam 2 Hours   Exam  50%

Learning Outcomes

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

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

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

Describe 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 w ill inform their consumption decisions.

Brief description






Module Skills

Skills Type Skills details
Application of Number Yes, primary research will require the application of graph based, and numerical skills.
Communication Seminars will give the student verbal as well as presentation communication skills whereas the coursework will give valuable business oriented communication skills .
Improving own Learning and Performance This will be obtained via the seminars, coursework and interaction within lectures.
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 – students will be able to translate theory into practice and learning into understanding.
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. Utilise primary research to translate elements of theory to practice.
Subject Specific Skills Students will develop their know ledge and research skills in consumer behaviour. Involving a range of consumer behaviour issues, for example: perception, motivation, attitudes and values, the place of social structures in informing consumer identities, and so on.
Team work Classroom exercises and seminar work will improve teamwork skills for the students.


This module is at CQFW Level 5