Module Identifier MM31420  
Academic Year 2007/2008  
Co-ordinator Mr Richard D Godfrey  
Semester Semester 2  
Pre-Requisite MM34710 , MM30710  
Course delivery Lecture    
  Seminars / Tutorials   4 x 1 hour per student  
Assessment TypeAssessment Length/DetailsProportion
Semester Exam2 Hours  50%
Semester Assessment Individual coursework: comprising 1 essay of 2500 words50%
Supplementary Exam2 Hours  50%
Supplementary Assessment A student must (re)submit any element of assessed work that previously was failed50%

Learning outcomes

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


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

Part 3: The Sociology of Consumption

Part 4: Towards a Psychosocial View of Consumption

Module Skills

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.  
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.  
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 Lists

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


This module is at CQFW Level 6