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DRPS : Course Catalogue : Business School : Business Studies

Undergraduate Course: Consumer Behaviour (BUST10007)

Course Outline
SchoolBusiness School CollegeCollege of Humanities and Social Science
Course typeStandard AvailabilityAvailable to all students
Credit level (Normal year taken)SCQF Level 10 (Year 4 Undergraduate) Credits20
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 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.

The course is divided into four sections: an introduction to consumer behaviour, the individual consumer, the decision making process and the social consumer. The course draws mainly on the theoretical literature as a means of providing conceptual framework to examine consumer behaviour and for students to critically reflect on their own experiences as consumers. Each lecture is supported with a set of recommended readings and students are encouraged to undertake their own literature reviews as well as access other useful sources of information on contemporary issues such as the internet, television consumer programmes and the print media for examples of consumer behaviour in practice. The main piece of assessed work is an individual essay which is orientated around an emerging issue(s) within the field and students are expected to fully research and reference their own sources, although preliminary assistance is provided within the general readings. This allows students to acquire relevant knowledge, analyse, critically assess and make their own judgement about the emerging debates.

Lecture materials will be available on LEARN.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Students MUST have passed: Marketing (BUST08004)
Prohibited Combinations Other requirements None
Additional Costs None
Information for Visiting Students
Visiting students should have at least 3 Business Studies courses (including at least one Marketing course) at grade B or above (or be predicted to obtain this). We will only consider University/College level courses.
Displayed in Visiting Students Prospectus?Yes
Course Delivery Information
Delivery period: 2013/14 Semester 1, Available to all students (SV1) Learn enabled:  Yes Quota:  None
Web Timetable Web Timetable
Course Start Date 16/09/2013
Breakdown of Learning and Teaching activities (Further Info) Total Hours: 200 ( Lecture Hours 20, Summative Assessment Hours 2, Revision Session Hours 2, Programme Level Learning and Teaching Hours 4, Directed Learning and Independent Learning Hours 172 )
Additional Notes
Breakdown of Assessment Methods (Further Info) Written Exam 60 %, Coursework 40 %, Practical Exam 0 %
Exam Information
Exam Diet Paper Name Hours & Minutes
Main Exam Diet S2 (April/May)2:00
Delivery period: 2013/14 Semester 1, Part-year visiting students only (VV1) Learn enabled:  No Quota:  None
Web Timetable Web Timetable
Course Start Date 16/09/2013
Breakdown of Learning and Teaching activities (Further Info) Total Hours: 200 ( Lecture Hours 20, Revision Session Hours 2, Programme Level Learning and Teaching Hours 4, Directed Learning and Independent Learning Hours 174 )
Additional Notes
Breakdown of Assessment Methods (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
No Exam Information
Summary of Intended Learning Outcomes
The objectives of the course are to

- introduce the student to the theory and practice of consumer behaviour
- build a comprehensive knowledge and understanding of the relevant literature on consumer behaviour
- develop a critical appreciation of the existing research into consumer behaviour
- illustrate the central role of consumer behaviour and its relevance to marketing

Knowledge and Understanding

- understand the psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products) and how marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer
- 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.

Assessment Information
Course performance will be assessed continuously and by a degree examination in the summer term. It should be noted that all sessions are examinable in the degree examination.
Overall assessment will be based upon:

Individual essay 40%
Degree examination 60%
TOTAL 100%

Continuous assessment will account for 40% of the final grade and takes the form of a 4000 word individual essay (excluding bibliography and appendices). Students must answer one essay out of two. Essay questions can be found in Appendix 1 of the course booklet. The School will retain a copy of all coursework for Teaching Quality Assessment as part of the on-going quality assessment programme. It is important, therefore, that students make a second copy for their own purposes.
Special Arrangements
Additional Information
Academic description Not entered
Syllabus Not entered
Transferable skills Not entered
Reading list Recommended Textbook

Solomon, (2012) Consumer Behaviour: Global Edition, 10th ed., Pearson Higher Education.
Study Abroad Not entered
Study Pattern Not entered
Course organiserMs Dahlia El-Manstrly
Tel: (0131 6)51 5321
Course secretaryMiss Carolyn Alexander
Tel: (0131 6)50 3826
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