School of Management, Unit Catalogue 2008/09 |
MN50376 Advances in consumer research |
| Credits: 6 |
| Level: Masters |
| Semester: 2 |
| Assessment: EX 100% |
| Requisites: |
| Before taking this unit you must take MN50355 |
|
Aims: The purpose of this unit is the advanced study of consumer behaviour. Each week of the unit will look at a research topic that offers interesting insights into consumer behaviour. The student will gain exposure to a range of topics ranging from the selection of television programmes to attitudes towards recycling. In addition, the student will be exposed to a variety of research approaches designed to assist the student in designing research projects in consumer behaviour.
Learning Outcomes: At the end of the unit, the student will be able to: * Understand a variety of theoretical and methodological approaches to the adavnced study of consumer behaviour. * Demonstrate an ability to critical evaluate different research methodologies. * Be able to implement and design research in a variety of marketing and consumer behaviour contexts. Skills: * Analytical Skills - assessed * Writing Skills - assessed * Class participation skills - facilitated. Content: The unit will contain lectures including, but not restricted to, the following topics. The first part of the unit relates to research derived from experiments (sessions one to eight). The second part of the unit addresses qualitative research (sessions nine and ten). Communication Content 1. Models in Marketing 2. Ad Wording I 3. Ad Wording II Individual Differences 4. Consumer Knowledge 5. Gender Research 6. Environmental marketing Context Effects 7. Mood Effects I 8. Mood Effects II Life Meaning and Motivations 9. Television in the Lives of Consumers 10. Leisure Consumption Note: This unit has no textbook but will require reading one or two journal articles per session to supplement the material covered in the lectures. |