Last modified: 25 Feb 2021 16:00
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)|
Information on contact teaching time is available from the course guide.
MCQ Test (30%);
2500-word Critical Briefing Assignment (70%)
Resit (for students who took the course in Academic Year 2020/21):
There are no assessments for this course.
|Knowledge Level||Thinking Skill||Outcome|