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MN30675: Advanced consumer research

Follow this link for further information on academic years Academic Year: 2019/0
Further information on owning departmentsOwning Department/School: School of Management
Further information on credits Credits: 6      [equivalent to 12 CATS credits]
Further information on notional study hours Notional Study Hours: 120
Further information on unit levels Level: Honours (FHEQ level 6)
Further information on teaching periods Period:
Semester 2
Further information on unit assessment Assessment Summary: CW 100%
Further information on unit assessment Assessment Detail:
  • Coursework (CW 100% - Qualifying Mark: 35)
Further information on supplementary assessment Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Further information on requisites Requisites: Before taking this module you must take MN10573
Further information on descriptions Description: Aims:
This unit is designed to develop students understanding of the importance of consumer behaviour in two main ways. First, it will introduce students to the importance of studying actual consumer behaviour in the marketplace using contemporary theories and concepts. Second, the unit will develop students' capacities to understand their own consumer behaviour.

Learning Outcomes:
At the end of the unit, students will have acquired an understanding of the factors that interact to influence how they, as consumers, behave. Specifically, students will be able to:
* Understand and theoretically account for an instance of their own consumer behaviour.
* Understand research methods designed to study actual consumer behaviour in the marketplace.
* Understand, apply and evaluate contemporary consumer behaviour theory and discuss its impact on their behaviour.

This unit is designed to develop students' key transferable skills in the following ways:
1. Writing skills: students will be able to develop their ability to present an argument drawing on a range of relevant rhetorical frameworks - taught and formally assessed through CW.
2. Analytical, critical and reflexive skills: student will be able to develop their ability to engage critically with the subject matter, analyse and evaluate research papers, and develop their reflexive skills by examining their own behaviour as consumers - taught and formally assessed through CW.
3. Researching skills: this module encourages and facilitates students' researching skills. Facilitated and assessed through CW.

The unit will contain lectures for the following topics:
* Why consumers aren't rational
* Ethnography
* Introspection
* Consumer Culture Theory
* Consumer tribes and brand communities
* Identity & Consumption
* Consumer Socialisation
* Consumer rituals
* Representing consumers
* Politics of consumption
* Developing rhetorical skills.
Further information on programme availabilityProgramme availability:

MN30675 is Optional on the following programmes:

School of Management
  • UMMN-AYB06 : BSc(Hons) International Management with Year Abroad (Year 4)
  • UMMN-AFB04 : BSc(Hons) Management (Year 3)
  • UMMN-AKB04 : BSc(Hons) Management with Year long work placement (Year 4)
  • UMMN-AKB05 : BSc(Hons) Management with Marketing with Year long work placement (Year 4)