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DRPS : Course Catalogue : Business School : Common Courses (Management School)

Postgraduate Course: Consumer Behaviour (CMSE11121)

Course Outline
SchoolBusiness School CollegeCollege of Humanities and Social Science
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) AvailabilityAvailable to all students
SCQF Credits15 ECTS Credits7.5
SummaryThis course aims to introduce students to the theory and practice of consumer behaviour by building a comprehensive knowledge and understanding of the relevant literature.
Course description The purpose of the course is to examine in detail the process of consumer decision-making, the influences on buyer behaviour and their implications for marketing in purposeful organisations. Students will develop a critical appreciation of the existing research into consumer behaviour by engaging with the literature and examining practices in the marketing of consumer goods and services. The course will illustrate the central role of consumer behaviour and its relevance to marketing.

Consumer Behaviour, Consumption and the Self
The Psychology of Consumption
The Consumer Decision Making Process
The social consumer
Culture and lifestyles

Student Learning Experience
Students will participate in lectures where they will be introduced to key ideas and concepts relevant to the study of consumer behaviour, participate in discussion both inside and outside of the classroom, undertake assigned exercises and tasks that reflect concepts discussed in class, engage in assessed individual and group work relevant to the study of consumer behaviour, assimilate knowledge through independent reading and research, learn to access material relevant to the course, undertake critical reflection on their own learning and engage with the world of practice through case studies, real world examples and guest lectures.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements None
Information for Visiting Students
High Demand Course? Yes
Course Delivery Information
Academic year 2018/19, Available to all students (SV1) Quota:  None
Course Start Semester 1
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 150 ( Lecture Hours 15, Supervised Practical/Workshop/Studio Hours 5, Summative Assessment Hours 2, Programme Level Learning and Teaching Hours 3, Directed Learning and Independent Learning Hours 125 )
Assessment (Further Info) Written Exam 70 %, Coursework 30 %, Practical Exam 0 %
Feedback All students will be given at least one formative feedback or feed forward event for every course they undertake. This formative feedback will be provided during the semester in which the course is taken (semester 1 for Consumer Behaviour) and in time to be useful in the completion of summative work on the course. Such formative feedback may be at course or programme level, but must include input of relevance to each course in the latter case.

Feedback on formative assessed work will be provided within 15 working days of submission, or in time to be of use in subsequent assessments within the course, whichever is sooner. Summative marks will be returned on a published timetable, which has been made clear to students at the start of the academic year.

Feedback will comprise in class discussion and verbal feedback on week 1 practical exercises, student presentation verbal and written feedback, written feedback on group report and examination feedback.
Exam Information
Exam Diet Paper Name Hours & Minutes
Main Exam Diet S1 (December)Consumer Behaviour2:00
Learning Outcomes
On completion of this course, the student will be able to:
  1. Critically assess the nature and scope of consumer behaviour
  2. Discuss key consumer behaviour terminology, concepts and theories
  3. Demonstrate a critical appreciation of the existing theories of consumer behaviour along with an awareness of both their contribution and limitations.
  4. Understand and critically appreciate the complexities of consumer behaviour and its relevance to marketing practice
Reading List
Solomon, Bamossey, Aaskegaard and Hogg (2016) Consumer Behaviour: A European
Perspective, 6th ed. Pearson.
Additional Information
Graduate Attributes and Skills Cognitive Skills:

After completing this course, students should be able to:

- Demonstrate that they can move beyond simple descriptions of consumer behaviour to critical analysis and evaluation of consumer behaviour using key concepts and theories learnt during the course
- Demonstrate their ability to independently research, collate, analyse and synthesise material on an emerging issue within the field of consumer behaviour

Subject Specific Skills:

After completing this course, students should be able to:

- Engage in critical discussion on consumer behaviour issues through class discussion by debating and defending 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
- Critically reflect on their own consumer experiences
Course organiserDr David Marshall
Tel: (0131 6)50 3822
Course secretaryMs Emily Davis
Tel: (0131 6)51 7112
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