Buyer Behaviour (888N1)

15 credits, Level 7 (Masters)

Autumn teaching

This module is intended to develop your  understanding of theories and concepts drawn from research in marketing psychology and how these shed light on consumers' motivations and behaviours. You will address the individual, situational, environmental, inter-personal and cultural (sub-cultural) factors that shape consumer behaviour. You will also examine buyer decision-making stages (processes) and the extent to which the afore-mentioned factors influence buyer decision-making and behaviours. Through a focus on contemporary issues in buyer behaviour, and the challenges these may pose marketing managers, the course enables you to apply conceptual and theoretical ideas in marketing psychology to develop marketing strategies aimed at building and maintaining strong customer franchise. The module will emphasise understanding of the array of inter- and intra-influences on consumers and to encourage you to reflect and critically evaluate your own behaviours as a consumer. In addition, the influences will be presented in both a cross-national and multi-cultural national context, in order to encourage you to consider, interpret and demonstrate practical applications of course taught theories within broader or more diverse (national and cultural) settings.

Teaching and assessment

We’re currently reviewing teaching and assessment of our modules in light of the COVID-19 situation. We’ll publish the latest information as soon as possible.

Contact hours and workload

This module is approximately 150 hours of work. This breaks down into about 33 hours of contact time and about 117 hours of independent study. The University may make minor variations to the contact hours for operational reasons, including timetabling requirements.

This module is running in the academic year 2021/22. We also plan to offer it in future academic years. However, we are constantly looking to improve and enhance our courses. There may be changes to modules in response to student demand or feedback, changes to staff expertise or updates to our curriculum. We may also need to make changes in response to COVID-19. We’ll make sure to let our applicants know of material changes to modules at the earliest opportunity.


This module is offered on the following courses: