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BU5572: CONSUMER BEHAVIOUR (2016-2017)

Last modified: 28 Jun 2018 10:27

Course Overview

The course will combine theory with practical examples in order to explore the key concepts of consumer behaviour: The consumer as an individual (understanding motivations, psychographics, demographics and cognitive processes) and social and group aspects of consumer behaviour (the role of friends, family and reference groups). The interactive nature of the course and portfolio of assessment will encourage students to reflect on their own experiences as consumers and develop their critical evaluation skills. This course will be useful for those interested in marketing and market research careers.

Course Details

Study Type Postgraduate Level 5
Session Second Sub Session Credit Points 15 credits (7.5 ECTS credits)
Campus None. Sustained Study No
  • Dr Tim Stone

Qualification Prerequisites


What courses & programmes must have been taken before this course?

  • Either MSc Marketing Management (Studied) or Master of Letters in Art and Business (Studied)
  • Any Postgraduate Programme (Studied)

What other courses must be taken with this course?


What courses cannot be taken with this course?


Are there a limited number of places available?


Course Description

The course will combine theory with practical examples in order to explore the key concepts of consumer behaviour: Consumers in the Marketplace; Consumers as Individuals; Consumers as Decision Makers; Consumers and Subcultures; and Consumers and Culture. This will be achieved through a combination of lectures, seminars and directed private study.

Degree Programmes for which this Course is Prescribed

  • MSc Marketing Management

Contact Teaching Time

56 hours

This is the total time spent in lectures, tutorials and other class teaching.

Teaching Breakdown


1st attempt: Essay 1 (1600 words) 30%, essay 2 (2000 words) 40%, group presentation 10%, group essay (1500 words) 20%.

Resits: There is no resit opportunity for the group element. For the individual elements students who score below D3 will be required to submit the respective elements within six weeks of the mark and feedback being returned.

Formative Assessment




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