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MN50558: Consumer behaviour

[Page last updated: 05 August 2021]

Academic Year: 2021/2
Owning Department/School: School of Management
Credits: 6 [equivalent to 12 CATS credits]
Notional Study Hours: 120
Level: Masters UG & PG (FHEQ level 7)
Semester 2
Assessment Summary: CW 30%, EX 70%
Assessment Detail:
  • Coursework (CW 30%)
  • Examination (EX 70%)
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
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.

Skills: Intellectual
* 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).

Programme 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 2021/22 academic year only. Students continuing their studies into 2022/23 and beyond should not assume that this unit will be available in future years in the format displayed here for 2021/22.
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