Postgraduate Course: Consumer Behaviour (CMSE11715)
Course Outline
| School | Business School |
College | College of Arts, Humanities and Social Sciences |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Not available to visiting students |
| SCQF Credits | 20 |
ECTS Credits | 10 |
| 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.
Outline content:
Introduction to Consumer Behaviour
Culture
Lifestyle & Social class
Reference group &peer Influence
Household & Families
Perception, Cognition, and Motivation
Learning and Attitudes
Decision Making
Personality & Self
Customer/Brand Loyalty
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.
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
Course Delivery Information
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| Academic year 2026/27, Not available to visiting students (SS1)
|
Quota: None |
| Course Start |
Semester 1 |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
200
(
Lecture Hours 20,
Programme Level Learning and Teaching Hours 4,
Directed Learning and Independent Learning Hours
176 )
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| Assessment (Further Info) |
Written Exam
60 %,
Coursework
40 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
40% Essay (Individual) - 1,200 words - Assesses all course Learning Outcomes
60% Written Exam (Individual) - 2 hours - Assesses all course Learning Outcomes |
| Feedback |
Formative: 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 assessments within agreed deadlines.
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| 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
| Michael R Solomon,Søren Askegaard,Margaret K Hogg,Gary J Bomossy, Harlow, England ; New York, Pearson, 2019 |
Additional Information
| Graduate Attributes and Skills |
Knowledge and Understanding
After completing this course, students should be able to:
Demonstrate a thorough knowledge and understanding of contemporary organisational disciplines; comprehend the role of business within the contemporary world; and critically evaluate and synthesise primary and secondary research and sources of evidence in order to make, and present, well informed and transparent organisation-related decisions, which have a positive global impact. |
| Keywords | Consumer Behaviour |
Contacts
| Course organiser | Dr David Marshall
Tel: (0131 6)50 3822
Email: David.Marshall@ed.ac.uk |
Course secretary | |
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