Last modified: 22 May 2019 17:07
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.
|Session||Second Sub Session||Credit Points||30 credits (15 ECTS credits)|
This is the total time spent in lectures, tutorials and other class teaching.
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%).
This will take place through tutorial discussions, interactive lectures and through written feedback on the assignment.