Consumer Behaviour

Module code: MARK 2303

Module Description

Consumer Behaviour focuses on how consumers navigate modern society. This module explores the psychological processes that occur before, during and after a product/service is consumed. As such, the module investigates the internal factors (e.g. motives, attitudes, perceptions, personality, self-concept) and external factors (e.g. culture, reference groups) that drive behaviour within consumer domains. The module also explores the two-way relationship between consumers and society at large.

This module provides an essential grounding for anyone wishing to enter into marketing communications/brand management/advertising careers. It also provides a useful basis for anyone wishing to pursue a career in other areas of marketing or business.

Please note that assessment information is subject to change.

Assessment Components

• MCQ Phase Test (25%)
• Research Report & Learning Reflections (75%)

Contact Hours

• Lectures: 22 hours
• Seminars: 8 hours