Consumer Behaviour (BS0011)

? Credit Points : 20 ? SCQF Level : 10 ? Acronym : MSE-4-CB

The purpose of the course is to examine in detail the process of consumer decision making, the influences upon buying behaviour and their implications for marketing in purposeful organisations. An understanding of consumer behaviour is essential to effective marketing management. This course attempts to build on basic concepts introduced in the Marketing 2 course to develop advanced knowledge of consumer behaviour and an appreciation of its contribution to the field of marketing. It draws on a broad range of academic material from within the marketing and social science literature as well as looking at contemporary consumer issues in the media.

Entry Requirements

? Pre-requisites : Marketing (BS0028)

Variants

? This course has variants for part year visiting students, as follows

Consumer Behaviour (VS1) (Semester 1 (Blocks 1-2))

Subject Areas

Home subject area

Business Studies, (Management School and Economics, Schedule H)

Delivery Information

? Normal year taken : 4th year

? Delivery Period : Semester 1 (Blocks 1-2)

? Contact Teaching Time : 2 hour(s) per week for 10 weeks

First Class Information

Date	Start	End	Room	Area	Additional Information
21/09/2007	11:00	13:00	Room 1.21, 7 George Square	Central

All of the following classes

Type	Day	Start	End	Area
Lecture	Friday	11:10	13:00	Central

Summary of Intended Learning Outcomes

Knowledge and Understanding

- assess the nature and scope of consumer behaviour
- describe key consumer behaviour terminology, concepts and theories
- demonstrate a critical appreciation of the existing theories of consumer behaviour along with an awareness of both their contribution and limitations.
- understand and appreciate the complexities of consumer behaviour and its relevance to marketing practice

Cognitive Skills

- demonstrate that they can move beyond simple description of consumer behaviour to analysis and evaluation of consumer behaviour using key concepts learnt during the course
- demonstrate their ability to independently research collate, analyses and synthesis material on an emerging issue within the field of consumer behaviour

Key Skills

- engage in critical discussion of consumer behaviour issues through class discussion, to debate and defend considered arguments
- utilise and source information from library, internet and database sources
- study independently and take responsibility for sourcing, reading and analysing related reference material for the course

Subject specific skills

Reflect on their own behaviour as consumers