Module Identifier MMM3410  
Academic Year 2007/2008  
Co-ordinator Mr Richard D Godfrey  
Semester Semester 2  
Course delivery Lecture   22 Hours.  
Assessment TypeAssessment Length/DetailsProportion
Semester Exam1.5 Hours  60%
Semester Assessment One 2,000 word project40%
Supplementary Exam Resit exam and/or resubmission of project100%

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 Lists

** Recommended Text
Solomon, M et al (2006) Consumer Behaviour 3rd. Harlow: FT Prentice Hall
** Supplementary Text
D I Hawlden, R J Best and K A Coney Consumer Behaviour: Implications for Marketing Strategy
E J Arnould, LL Price and G Zinkham Consumers
L G Schiffman and L L Kanuk Consumer Behaviour


This module is at CQFW Level 7