Postgraduate Course: Consumer Behaviour (BUST11034)
Course Outline
| School |
Business School |
College |
College of Humanities and Social Science |
| Course type |
Standard |
Availability |
Not available to visiting students |
| Credit level (Normal year taken) |
SCQF Level 11 (Postgraduate) |
Credits |
10 |
| Home subject area |
Business Studies |
Other subject area |
None |
| Course website |
None
|
Taught in Gaelic? |
No |
| Course description |
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
| Pre-requisites |
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Co-requisites |
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| Prohibited Combinations |
|
Other requirements |
None
|
| Additional Costs |
None |
Course Delivery Information
| Not being delivered |
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
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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%.
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Special Arrangements
| None |
Additional Information
| Academic description |
Not entered |
| Syllabus |
Not entered |
| Transferable skills |
Not entered |
| Reading list |
Not entered |
| Study Abroad |
Not entered |
| Study Pattern |
Not entered |
| Keywords |
Not entered |
Contacts
| Course organiser |
Dr David Marshall
Tel: (0131 6)50 3822
Email: D.W.Marshall@ed.ac.uk |
Course secretary |
Mrs Freda Paterson
Tel: (0131 6)50 8065
Email: f.paterson@ed.ac.uk |
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