Module Identifier MM31420  
Academic Year 2004/2005  
Co-ordinator Ms Suzanne M Cole  
Semester Semester 1  
Co-Requisite MM30710  
Course delivery Lecture   20 Hours  
  Seminars / Tutorials   5 Hours 5 per student  
Assessment TypeAssessment Length/DetailsProportion
Semester Exam1.5 Hours  50%
Semester Assessment One piece of course work to be submitted, a group report based on a test of consumer behaviour  50%
Supplementary Exam2 Hours  100%

Learning outcomes

On successful completion of this module students should be able to:
To appreciate the key aspects of consumer behaviour
To understand the influences on the individual
To examine the impact of groups and social processes on the consumer


The general aim of the course is to develop understanding of the consumer behaviour process from the perspective of the consumer as an individual. Also, to show the influences of groups on that process. Finally, to apply this to the role of the marketing manager to enhance the focus on marketing campaigns.

Brief description

Each lecture examines one important facet of consumer behaviour, such as: i) risk and consumer decision-making; ii) perception, motivation, learning and attitude formation and change; iii) the social aspects of marketing and promotional strategies such as 'opinion leadership', celebrity and expert endorsement; iv) the influence of family members, socio-economic class, culture and gender on consumer behaviour; and v) consumerism and the globalisation of consumer behaviour.


The consumer as an individual
The consumer as a decision maker
The impact of groups and social/cultural factors on the consumer
Globalisation of consumerism

Transferable skills

To be able to research and gather information
To work independently and as part of a team
To apply consumer behaviour concepts to marketing campaigns.

Reading Lists

** Recommended Text
Schiffman, L. G. & Kanuk, L. L. (2002) Consumer Behavior 7th edition. UK Prentice Hall
Engel, J. F., Blackwell, R. D. & Miniard, P. W., (latest edition) Consumer Behavior 8th edition. US, The Dryden Press
Solomon, M. R. (2002) Consumer Behaviour latest edition. UK Prentice Hall


This module is at CQFW Level 6