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MN50558: Consumer behaviour

[Page last updated: 15 October 2020]

Follow this link for further information on academic years Academic Year: 2020/1
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: Masters UG & PG (FHEQ level 7)
Further information on teaching periods Period:
Semester 2
Further information on unit assessment Assessment Summary: CW 30%, EX 70%
Further information on unit assessment Assessment Detail:
  • Coursework (CW 30%)
  • Examination (EX 70%)
Further information on supplementary assessment Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Further information on requisites Requisites:
Description: Aims:
1. To provide a basic understanding of the psychological, sociological, anthropological, and economic processes affecting consumer behaviour.
2. To examine implications of these factors for marketing.
3. To examine implications of these factors for consumer and societal well-being.

Learning Outcomes:
At the end of this unit students will be able to:
* Analyse different factors underlying consumer behaviour and account for them theoretically.
* Critically evaluate the appropriateness of varying factors for consumer and societal well-being.

* Ability to engage and demonstrate in critical thinking and evaluation skills (T, F, A)
* Ability to shape, progress and then defend a coherent argument (T, F, A)
* Ability to communicate complex data clearly and precisely (T, F)
* Self-management, time management and team working skills (F)
* Develop the ability to reflect on earlier knowledge and practice and integrate the new with past experience and effectively apply it to present situations (F)
* The facility to communicate and defend ideas (F/A).


* Introduction of Consumer Behaviour
* Consumer Needs and Motivation
* Learning and Memory
* Personality and Lifestyle
* Attitude and Persuasion
* Consumer emotion
* Meaning of consumption
* Social nature of consumption
* Social Class
* Consumption and society(X2).
Further information on programme availabilityProgramme availability:

MN50558 is Compulsory on the following programmes:

School of Management

MN50558 is Optional on the following programmes:

School of Management


  • This unit catalogue is applicable for the 2020/21 academic year only. Students continuing their studies into 2021/22 and beyond should not assume that this unit will be available in future years in the format displayed here for 2020/21.
  • Programmes and units are subject to change 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.
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