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MN30105: Advanced consumer behaviour

Follow this link for further information on academic years Academic Year: 2013/4
Further information on owning departmentsOwning Department/School: School of Management
Further information on credits Credits: 6
Further information on unit levels Level: Honours (FHEQ level 6)
Further information on teaching periods Period: Semester 1
Further information on unit assessment Assessment: CW 100%
Further information on supplementary assessment Supplementary Assessment: Like-for-like reassessment (where allowed by programme regulations)
Further information on requisites Requisites: Before taking this unit you must take MN20016 or take MN20081
Further information on descriptions Description: Aims:
This unit is designed to develop students understanding 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 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 implications for marketing practice.

This module 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 and exam.
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 study Consumer Behaviour?
* Metaphors of Consumption
* How to research consumers
* Consumer Culture Theory
* Cognitive dissonance theory
* Tribal Marketing
* Brand communities
* Culture & Consumption
* Identity & Consumption
* Politics of consumption
* Materialism.
Further information on programme availabilityProgramme availability:

MN30105 is Optional on the following programmes:

School of Management
  • UMMN-ANB01 : BSc (hons) Business Administration (Full-time with Thin Sandwich Placements) - Year 4
Department of Politics, Languages and International Studies
  • UXXX-AYB05 : BSc (hons) International Management and Modern Languages (French) (Full-time with Year Abroad) - Year 4
  • UXXX-AYB04 : BSc (hons) International Management and Modern Languages (German) (Full-time with Year Abroad) - Year 4
  • UXXX-AYB06 : BSc (hons) International Management and Modern Languages (Spanish) (Full-time with Year Abroad) - Year 4

* This unit catalogue is applicable for the 2013/4 academic year only. Students continuing their studies into 2014/15 and beyond should not assume that this unit will be available in future years in the format displayed here for 2013/14.
* Programmes and units are subject to change at any time, in accordance with normal University procedures.
* Availability of units will be subject to constraints such as staff availability, minimum and maximum group sizes, and timetabling factors as well as a student's ability to meet any pre-requisite rules.