Last modified: 07 Nov 2025 15:16
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.
| Study Type | Undergraduate | Level | 3 |
|---|---|---|---|
| Term | Second Term | Credit Points | 30 credits (15 ECTS credits) |
| Campus | Aberdeen | Sustained Study | No |
| Co-ordinators |
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At the end of the course students will have an understanding of:
Information on contact teaching time is available from the course guide.
| Assessment Type | Summative | Weighting | 75 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback |
2,500-word Research Proposal |
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| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Conceptual | Apply | Apply consumption concepts and theories to analyse real-world consumption practices in the marketplace |
| Conceptual | Evaluate | Analyse and evaluate changes in consumer behaviour and contemporary consumption trends using interdisciplinary perspectives |
| Conceptual | Understand | Define and explain concepts and theories concerning consumer, consumption behaviours and markets |
| Procedural | Evaluate | Critically evaluate consumption theories and assess their ability to reflect real-world consumption practices |
| Procedural | Evaluate | Appraise the implications of changing consumer behaviours on consumers, businesses and society |
| Assessment Type | Summative | Weighting | 25 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback | ||||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Conceptual | Understand | Define and explain concepts and theories concerning consumer, consumption behaviours and markets |
There are no assessments for this course.
| Assessment Type | Summative | Weighting | 100 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback |
2,500-word Research Proposal
|
|||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
|
|
||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Conceptual | Understand | Define and explain concepts and theories concerning consumer, consumption behaviours and markets |
| Conceptual | Apply | Apply consumption concepts and theories to analyse real-world consumption practices in the marketplace |
| Conceptual | Evaluate | Analyse and evaluate changes in consumer behaviour and contemporary consumption trends using interdisciplinary perspectives |
| Procedural | Evaluate | Critically evaluate consumption theories and assess their ability to reflect real-world consumption practices |
| Procedural | Evaluate | Appraise the implications of changing consumer behaviours on consumers, businesses and society |
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