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Last modified: 22 May 2019 17:07

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 First Sub Session Credit Points 15 credits (7.5 ECTS credits)
Campus None. Sustained Study No
  • Dr Tim Stone

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

  • 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.

In light of Covid-19 this information is indicative and may be subject to change.

Contact Teaching Time

Information on contact teaching time is available from the course guide.

Teaching Breakdown

  • 6 Lectures during University week15
  • 3 Seminars during University week14
  • 2 Seminars during University week16

More Information about Week Numbers

In light of Covid-19 and the move to blended learning delivery the assessment information advertised for second half-session courses may be subject to change. All updates for second-half session courses will be actioned in advance of the second half-session teaching starting. Please check back regularly for updates.

Summative Assessments

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

There are no assessments for this course.



Course Learning Outcomes


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