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School of Management, Unit Catalogue 2011/12


MN50355: Understanding consumption in context

Click here for further information Credits: 6
Click here for further information Level: Masters UG & PG (FHEQ level 7)
Click here for further information Period: Semester 1
Click here for further information Assessment: ES 100%
Click here for further information Supplementary Assessment: Like-for-like reassessment (where allowed by programme regulations)
Click here for further information Requisites:
Click here for further information Description: Aims:
The aim of this course is two-fold. Traditional theories that students may have encountered at UG level can only account for 20% of consumers� behaviours. The first aim of the course is to expose students to contemporary and non-traditional theories of consumer behaviour that can help understand the remaining 80% of consumer behaviour. Second, students will acquire the skills to reflect on, consider and account for their own behaviour as consumers by drawing on the theories presented on the course.

Learning Outcomes:
At the end of the course students should be able to:
1. Understand the limitations of traditional theories of consumer behaviour
2. Understand the importance of studying consumer behaviour in context.
3. Apply consumer culture theory to understand an instance of their own behaviours.

Skills:

* Researching skills (T, F, A)
* Analytical Skills (T, F, A)
* Writing Skills (T, A)

Content:
The limits of traditional consumer behaviour theory
Nudge Theory
Consumer culture theory
Identity and consumption
Consumer tribes
Brand communities
Consumer rituals
Researching consumer behaviour in context
Representing consumers
The sociology of consumption
The politics of consumption.
Click here for further informationProgramme availability:

MN50355 is a Designated Essential Unit on the following programmes:

School of Management
NB. Programmes and units are subject to change at any time, in accordance with normal University procedures.