Course Co-ordinator: Dr T Stone

Pre-requisite(s): MS 2005 Available to students in Programme Year 3 and above only.

At the end of the course students will have an understanding of:
- The consumer as an individual: Understanding motivations, psychographics, demographics and cognitive processes.
- Social and group aspects of consumer behaviour: The role of friends, family and reference groups.

two-hour lectures/seminars per week for 10 weeks and one-hour of lectures for 2 weeks
5 one-hour tutorials over the course (every 2nd week starting week 3).

1st Attempt: 1 two-hour examination (60%); continuous assessment (40%) consisting of a graded written assignment which will include an element of self-reflection/primary data collection (2,500 words).

Resit: 1 two-hour written examination (100%).