ÄûÃÊÊÓƵ

Consumer Behaviour (N1505)

15 credits, Level 5

Autumn teaching

On this module, you'll develop your knowledge and understanding of theories and concepts from marketing psychology, helping you understand consumers' motivations and behaviours.

You’ll examine fundamental processes in consumer behaviour, including:

• decision-making
• perception
• learning
• memory
• the self
• attitudes and persuasion.

You'll also explore how these processes are influenced by factors such as individual, situational, environmental, interpersonal, and cultural (sub-cultural) contexts.

Focusing on contemporary issues in consumer behaviour, you’ll learn how these insights can help marketing managers address challenges in the field. You'll learn to apply marketing psychology concepts to analyse, evaluate, and improve marketing strategies, while reflecting and critically evaluating your own behaviours as a consumer.

Contact hours and workload

This module is approximately 150 hours of work. This breaks down into about 33 hours of contact time and about 117 hours of independent study. The University may make minor variations to the contact hours for operational reasons, including timetabling requirements.

We regularly review our modules to incorporate student feedback, staff expertise, as well as the latest research and teaching methodology. We’re planning to run these modules in the academic year 2024/25. However, there may be changes to these modules in response to feedback, staff availability, student demand or updates to our curriculum.

We’ll make sure to let you know of any material changes to modules at the earliest opportunity.