DMU logo

Buyer Behaviour

Module code: MARK 2303

Module description

This module aims to provide an introduction to the various concepts and theories developed by the study of Buyer Behaviour and a consideration of how they may be used to achieve marketing objectives.

These aims are achieved by providing examples from a range of concepts and demonstrating their practical application. This activity creates insight into a variety of buying processes and shows how marketing operations may affect buyers' decisions.

Contact hours per student per year

  • Lectures: 20 hours
  • Tutorials: 8 hours


  • Coursework: 50%
  • Unseen exam: 50%

Additional costs: No extra costs other than purchase of books


Events target area image

At DMU there is always something to do or see, check out our events for yourself.

News target area image

DMU is a dynamic university, read about what we have been up to in our latest news section.

Mission and vision target area image
Mission and vision

Read about our mission and vision and how these create a supportive and exciting learning environment.