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DEGREE REGULATIONS & PROGRAMMES OF STUDY 2011/2012
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DRPS : Course Catalogue : Business School : Business Studies

Postgraduate Course: Consumer Behaviour (BUST11034)

Course Outline
SchoolBusiness School CollegeCollege of Humanities and Social Science
Course typeStandard AvailabilityNot available to visiting students
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) Credits10
Home subject areaBusiness Studies Other subject areaNone
Course website None Taught in Gaelic?No
Course descriptionThe 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 (not applicable to Visiting Students)
Pre-requisites Co-requisites
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
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%.

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
KeywordsNot entered
Contacts
Course organiserDr David Marshall
Tel: (0131 6)50 3822
Email: D.W.Marshall@ed.ac.uk
Course secretaryMrs Freda Paterson
Tel: (0131 6)50 8065
Email: f.paterson@ed.ac.uk
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