AP3EC3-Contemporary Issues in Consumer Behaviour and Marketing

Module Provider: School of Agriculture, Policy and Development
Number of credits: 10 [5 ECTS credits]
Terms in which taught: Spring term module
Non-modular pre-requisites:
Modules excluded:
Module version for: 2016/7

Module Convenor: Dr Anna Macready

Email: a.l.macready@reading.ac.uk

Summary module description:

This module will introduce students to contemporary issues in consumer behaviour. Firstly, the practices, discourses and institutions which characterise ‘consumer culture’ will be discussed. Consumption is best considered as a complex economic, social and cultural set of practices, connected with the spread of the market economy, a developing globalisation, a succession of technological innovations, etc. Furthermore, within this module contemporary issues in consumer behaviour such as Brand Extension, Limited Editions and Global Branding will be discussed and critically reflected. The lectures will include group presentations and discussions in groups on contemporary issues in consumer behaviour.

Assessable learning outcomes:
By the end of this module students will be able to:
•Summarise and critically reflect the current discussion on ‘consumer culture’
•Understand the relationships between consumers’ welfare, companies’ aims and society.
•Analyse and discuss the role of Corporate Social Responsibility within the marketing context.
•Analyse and discuss contemporary issues in consumer behaviour, e.g. Brand Extension, Limited Editions and Global Branding.

Additional outcomes:
•Being able to apply their theoretical marketing knowledge on contemporary issues in consumer behaviour on companies and brands.
•Understand and reflect the complexity of consumption from different perspectives.
•Being able to analyse and discuss contemporary issues in consumer behaviour and to apply scientific research on companies and brands.

Outline content:
At the start of the module, students will be introduced to the concept of consumption, the complexities of consumer culture theory and its development through history. Key concepts for discussion include sustainable marketing and the role of corporate social responsibility. Students will explore and analyse these concepts in relation to consumer culture and contemporary issues in consumer behaviour and marketing. These include consumer influence, consumer groups and/or types, product choice, brand management and global branding.

Please note, the above outline may be subject to change.

Brief description of teaching and learning methods:
The module is delivered through 9 two-hour sessions comprising of traditional lectures, case studies and group-based discussions. All students are asked to participate by sharing examples and answering questions.

Contact hours:
  Autumn Spring Summer
Lectures 18
Guided independent study 82
Total hours by term 100.00
Total hours for module 100.00

Summative Assessment Methods:
Method Percentage
Written assignment including essay 70
Oral assessment and presentation 30

Other information on summative assessment:

Formative assessment methods:
During the module students will get formative feedback within the class based on contemporary issues in consumer research and their applications to companies and brands.

Penalties for late submission:
The Module Convenor will apply the following penalties for work submitted late, in accordance with the University policy.

  • where the piece of work is submitted up to one calendar week after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for the piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
  • where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

  • The University policy statement on penalties for late submission can be found at: http://www.reading.ac.uk/web/FILES/qualitysupport/penaltiesforlatesubmission.pdf
    You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

    Length of examination:

    Requirements for a pass:
    A mark of 40% overall.

    Reassessment arrangements:
    By submission of a new written essay.

    Additional Costs (specified where applicable):
    1) Required text books:
    2) Specialist equipment or materials:
    3) Specialist clothing, footwear or headgear:
    4) Printing and binding:
    5) Computers and devices with a particular specification:
    6) Travel, accommodation and subsistence:

    Last updated: 21 December 2016

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