Buyer Behaviour (888N1)

15 credits, Level 7 (Masters)

Autumn teaching

Develop your understanding of theories and concepts from marketing psychology research and how these shed light on consumers’ motivations and behaviours.

You will examine:

  • the individual, situational, environmental, inter-personal and cultural (sub-cultural) factors that shape consumer behaviour
  • buyer decision-making stages (processes)
  • the extent to which the afore-mentioned factors influence buyer decision-making and behaviours.

You’ll use marketing psychology concepts and theories to develop strategies aimed at building and maintaining strong customer franchise. You’ll also reflect on and critically evaluate your own behaviours as consumers. There's a focus on contemporary issues in buyer behaviour, and the challenges these may pose marketing managers.

We emphasise understanding of the inter- and intra-influences on consumers. We present these influences in a cross-national and multi-cultural national context, and encourage you to consider, interpret and show practical applications of theories in diverse settings.


33%: Lecture
67%: Practical (Workshop)


40%: Coursework (Group presentation)
60%: Examination (Take away paper)

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.

We regularly review our modules to incorporate student feedback, staff expertise, as well as the latest research and teaching methodology. We’re planning to run these modules in the academic year 2023/24. However, there may be changes to these modules in response to COVID-19, staff availability, student demand or updates to our curriculum. We’ll make sure to let our applicants know of material changes to modules at the earliest opportunity.