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Last modified: 28 Jun 2018 10:27

Course Overview

This theoretically informed and practical course aims to explore the key concepts and theories of consumer behaviour. Students will explore: 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 course uses interactive lecture sessions and tutorial activities to encourage students to reflect both on theory and their own experiences as consumers. The course will be very useful for those interested in marketing and market research careers. 

Course Details

Study Type Undergraduate Level 3
Session Second Sub Session Credit Points 30 credits (15 ECTS credits)
Campus None. Sustained Study No
  • Dr Elizabeth Thomson

Qualification Prerequisites


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

  • Either MS2004 Managing Customers and Markets (Passed) or MS2005 Managing Customers and Markets (Passed)
  • Any Undergraduate 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

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.

Contact Teaching Time

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

Teaching Breakdown

More Information about Week Numbers

Details, including assessments, may be subject to change until 31 August 2023 for 1st half-session courses and 22 December 2023 for 2nd half-session courses.

Summative Assessments

1st Attempt: 1 two-hour examination (60%) and course work assessment (40%), consisting of a group presentation (20%) and an individual 2000-word essay (20%).

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

Formative Assessment

This will take place through tutorial discussions, interactive lectures and through written feedback on the assignment.


Written formal feedback will be given on the assignment.
Informal, verbal feedback will be given during tutorial/class discussions and in-class PRS quiz.
Assignments are submitted through MyAberdeen/Turnitin and are available to the external examiner.

Course Learning Outcomes


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