Business and management studies
Module code: N1505
15 credits in autumn teaching
Teaching method: Lecture, Workshop
Assessment modes: Coursework, Unseen examination
You explore the fundamental processes in consumer behaviour, including:
- the self
You investigate how these processes are influenced by individual, situational, environmental, inter-personal and cultural (sub-cultural) factors.
From exploring consumer behaviour you learn to analyse, evaluate and improve marketing strategies and evaluate your own behaviour as a consumer.
Module learning outcomes
- Develop knowledge and critical understanding of key principles, models and theories in the domain of consumer behaviour
- Evaluate the individual, situational, environmental and cultural influences on consumer behaviour
- Apply principles, models and theories of consumer behaviour to analyse, evaluate and improve marketing activities.
- Work effectively to communicate about consumer behaviour topics