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

Postgraduate Course: Consumer Behaviour (CMSE11121)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) AvailabilityNot available to visiting 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.

Content outline:
- 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.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements None
Course Delivery Information
Academic year 2024/25, Not available to visiting students (SS1) Quota:  None
Course Start Semester 1
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 150 ( Lecture Hours 15, Programme Level Learning and Teaching Hours 3, Directed Learning and Independent Learning Hours 132 )
Assessment (Further Info) Written Exam 60 %, Coursework 40 %, Practical Exam 0 %
Additional Information (Assessment) Coursework Individual Essay 40%
Written Exam 60%

Feedback Formative feedback:
Students will receive formative verbal feedback in the open Q&A sessions throughout the duration of the course.
Summative: Feedback will be provided on the assessment.
Exam Information
Exam Diet Paper Name Hours & Minutes
Main Exam Diet S1 (December)2:00
Learning Outcomes
On completion of this course, the student will be able to:
  1. Critically assess the nature and scope of consumer behaviour
  2. Consider 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, Michael R. ; Hogg, Margaret K. ; Askegaard, Søren ; Bamossy, Gary J., 1949- Harlow, United Kingdom : Pearson Education Limited ; 2019
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
KeywordsNot entered
Course organiserDr Ewelina Lacka
Tel: (0131 6)50 8496
Course secretaryMiss Lauren Dunn
Tel: (01316) 513758
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