Postgraduate Course: Consumer Behaviour (CMSE11121)
Course Outline
| School | Business School |
College | College of Arts, Humanities and Social Sciences |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Available to all students |
| SCQF Credits | 15 |
ECTS Credits | 7.5 |
| Summary | This 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.
Syllabus:
Introduction
-consumer behaviour and consumption
Psychological Factors
-perception
-learning
-decision making
- personality
-brand loyalty
Social Factors
-reference groups
-households and families
Cultural Factors
-Lifestyles and social class
-culture
Student Learning Experience :
Students will be introduced to key ideas and concepts relevant to the study of consumer behaviour, undertake assigned exercises and tasks that reflect concepts introduced in the course, engage in assessed individual 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 and real world examples.
Tutorial/seminar hours represent the minimum total live hours - online or in-person - a student can expect to receive on this course. These hours may be delivered in tutorial/seminar, lecture, workshop or other interactive whole class or small group format. These live hours may be supplemented by pre-recorded lecture material for students to engage with asynchronously.
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
|
Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
Information for Visiting Students
| Pre-requisites | None |
| High Demand Course? |
Yes |
Course Delivery Information
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| Academic year 2021/22, Available to all students (SV1)
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Quota: None |
| Course Start |
Semester 1 |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
150
(
Seminar/Tutorial Hours 15,
Programme Level Learning and Teaching Hours 3,
Directed Learning and Independent Learning Hours
132 )
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| Additional Information (Learning and Teaching) |
Seminar/Tutorial hrs are the min total live hrs, online or in-person, students can expect to receive
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| Assessment (Further Info) |
Written Exam
0 %,
Coursework
100 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
100% coursework (individual) - assesses all course Learning Outcomes
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| Feedback |
Formative feedback:
Students will receive formative verbal feedback in the open Q&A sessions throughout the duration of the course. |
| No Exam Information |
Learning Outcomes
On completion of this course, the student will be able to:
- Critically assess the nature and scope of consumer behaviour
- Consider 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 critically appreciate the complexities of consumer behaviour and its relevance to marketing practice
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Reading List
Solomon, Michael R. ; Hogg, Margaret K. ; Askegaard, Søren ; Bamossy, Gary J., 1949- Harlow, United Kingdom : Pearson Education Limited ; 2019
Resource List:
https://eu01.alma.exlibrisgroup.com/leganto/public/44UOE_INST/lists/28770758760002466?auth=SAML |
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 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 |
| Keywords | Mark-CB |
Contacts
| Course organiser | Dr David Marshall
Tel: (0131 6)50 3822
Email: David.Marshall@ed.ac.uk |
Course secretary | Ms Emily Davis
Tel: (0131 6)51 7112
Email: Emily.Davis@ed.ac.uk |
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