Business and management studies

Consumer Behaviour

Module code: N1505
Level 5
15 credits in autumn teaching
Teaching method: Lecture, Workshop
Assessment modes: Coursework, Unseen examination

You explore the fundamental processes in consumer behaviour, including: 

  • decision-making
  • perception
  • learning
  • memory
  • the self
  • attitudes
  • persuasion.

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