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MN30675: Advanced consumer research

[Page last updated: 23 August 2022]

Academic Year: 2022/23
Owning Department/School: School of Management
Credits: 6 [equivalent to 12 CATS credits]
Notional Study Hours: 120
Level: Honours (FHEQ level 6)
Semester 2
Assessment Summary: CW 100%
Assessment Detail:
  • Coursework (CW 100% - Qualifying Mark: 35)
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Requisites: Before taking this module you must take MN10573
Learning Outcomes: At the end of the unit, students will have acquired an understanding of the factors that interact to influence how they, as 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 impact on their behaviour.

Aims: This unit is designed to develop students understanding of the importance 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.

Skills: This unit 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.
3. Researching skills: this module encourages and facilitates students' researching skills. Facilitated and assessed through CW.

Content: The unit will contain lectures for the following topics:
* Why consumers aren't rational
* Ethnography
* Introspection
* Consumer Culture Theory
* Consumer tribes and brand communities
* Identity & Consumption
* Consumer Socialisation
* Consumer rituals
* Representing consumers
* Politics of consumption
* Developing rhetorical skills.

Programme availability:

MN30675 is Optional on the following programmes:

School of Management
  • UMMN-AYB06 : BSc(Hons) International Management with Year Abroad (Year 4)
  • UMMN-AFB04 : BSc(Hons) Management (Year 3)
  • UMMN-AKB04 : BSc(Hons) Management with Year long work placement (Year 4)
  • UMMN-AKB05 : BSc(Hons) Management with Marketing with Year long work placement (Year 4)


  • This unit catalogue is applicable for the 2022/23 academic year only. Students continuing their studies into 2023/24 and beyond should not assume that this unit will be available in future years in the format displayed here for 2022/23.
  • 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.
  • Find out more about these and other important University terms and conditions here.