Consumer Behaviour (BS0121)

? Credit Points : 10 ? SCQF Level : 11 ? Acronym : MSE-P-BS0121

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 core Marketing course in the first term to develop advanced knowledge of consumer behaviour and an appreciation of its contribution to the field of marketing management. 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

? This course is not available to visting students.

? Pre-requisites : PGs Only

Subject Areas

Home subject area

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

Delivery Information

? Normal year taken : Postgraduate

? Delivery Period : Semester 2 (Blocks 3-4)

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

Summary of Intended Learning Outcomes

Knowledge and Understanding:
After completing the course the student will be able to:assess the nature and scope of consumer behaviourdescribe key consumer behaviour terminology, concepts and theoriesdemonstrate 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

Assessment Information

Course performance will be assessed continuously and by a degree examination in March. It should be noted that all sessions are examinable in the degree examination. Overall assessment will be based upon: individual essay 20%; group project 20%; degree examination 60%; TOTAL 100%.