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MS3551: UNDERSTANDING THE CONSUMER (2020-2021)

Last modified: 05 Aug 2021 13:04


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 Aberdeen Sustained Study No
Co-ordinators
  • Dr Xiaoqing Chen

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

  • One of Programme Level 3 or Programme Level 4 or Programme Level 5
  • Any Undergraduate Programme (Studied)

What other courses must be taken with this course?

None.

What courses cannot be taken with this course?

None.

Are there a limited number of places available?

No

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.

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

  • 1 Tutorial during University weeks 27 - 34

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

MCQ Test (30%);

2500-word Critical Briefing Assignment (70%)

Resit (for students who took the course in Academic Year 2020/21):   

Alternative assignment in which students are required to answer two out of four questions, maximum 1000 words per question, each worth 50%.

Resit (for students who took the course in Academic Year 2019/20 or for C8 students):   
 
Alternative assignment in which students are required to answer two out of four questions, maximum 1000 words per question, each worth 50%.

Formative Assessment

There are no assessments for this course.

Course Learning Outcomes

Knowledge LevelThinking SkillOutcome

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