School of Management, Unit Catalogue 2011/12 |
|
 Credits:
| 6 |
| Level:
| Masters UG & PG (FHEQ level 7) |
| Period: |
Semester 1 |
| Assessment:
| ES 100% |
| Supplementary Assessment: | Like-for-like reassessment (where allowed by programme regulations) |
| Requisites:
| |
| 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. |
| Programme availability: |
MN50355 is a Designated Essential Unit on the following programmes:School of Management
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