School of Management, Unit Catalogue 2009/10 |
MN30105: Consumer behaviour |
 Credits:
| 6 |
| Level:
| Honours |
| Period: | Semester 1 |
| Assessment:
| CW 50%, EX 50% |
| Supplementary Assessment: | Like-for-like reassessment (where allowed by programme regulations) |
| Requisites:
| Before taking this unit you must take MN20016 or take MN20081 |
| Description: | Aims: The purpose of this unit is to introduce students to the study of consumer behaviour. It also aims to provide theoretical frameworks to assist with the understanding of how and why consumers act as they do. Learning Outcomes: At the end of the unit, students will have acquired an understanding of the factors that interact to influence how consumers behave. Specifically, they will be able to: * Relate the concept of involvement to consumer behaviour. * Understand how individual differences (for example, personality), and environmental influences (for example, culture) influence consumer thinking. * Apply consumer behaviour theory to practical marketing problems. Skills: * Presentation Skills - assessed * Analytical Skills - assessed * Writing Skills - assessed * Class participation skills. Content: The unit will contain lectures for the following topics: * Why study Consumer Behaviour? * Involvement * Memory and Learning * Attitude change * Website design * Personality and the Self * Metaphors of Consumption * Tribal Consumption * Culture & Consumption * Identity & Consumption * Consumer Activism * Dysfunctions of Consumer Culture. |