Strategy and Marketing
Consumer Behaviour
Module code: N1505
Level 5
15 credits in autumn semester
Teaching method: Lecture, Pre-recorded content, Workshop
Assessment modes: Coursework, Computer based exam
On this module, you'll develop your knowledge and understanding of theories and concepts from marketing psychology, helping you understand consumers' motivations and behaviours.
You’ll examine fundamental processes in consumer behaviour, including:
- decision-making
- perception
- learning
- memory
- the self
- attitudes and persuasion.
You'll also explore how these processes are influenced by factors such as individual, situational, environmental, interpersonal, and cultural (sub-cultural) contexts.
Focusing on contemporary issues in consumer behaviour, you’ll learn how these insights can help marketing managers address challenges in the field. You'll learn to apply marketing psychology concepts to analyse, evaluate, and improve marketing strategies, while reflecting and critically evaluating your own behaviours as a consumer.
Module learning outcomes
- Develop knowledge and critical understanding of key principles, models and theories in the domain of consumer behaviour
- Evaluate the individual, situational, environmental and cultural influences on consumer behaviour
- Apply principles, models and theories of consumer behaviour to analyse, evaluate and improve marketing activities.
- Work effectively to communicate about consumer behaviour topics