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Last modified: 10 Feb 2023 10:21

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
  • Mr Russell Williams

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

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

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

  • 1 Lecture during University week s 26 - 35, 39
  • 1 Tutorial during University week s 28 - 35

More Information about Week Numbers

Summative Assessments

Alternative Assessment

MCQ Test (30%)

2000-word Research Proposal (70%) 

Alternative Resit Assessment

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
FactualRememberILOs for this course can be found in the course guide

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