MMM092-Consumer Behaviour

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Level:7
Terms in which taught: Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Module version for: 2016/7

Module Convenor: Mrs Georgina Kilner

Email: g.kilner@henley.ac.uk

Summary module description:
Understanding consumer psychology is a key requirement for effective marketing management today. Marketing managers need to be able to identify and respond appropriately to different consumer audiences who vary in terms of their individual differences. These differences include perceptions, beliefs, attitudes, emotions and behaviours. The module explores the various psychological aspects of consumer behaviour in terms of consumer activities including information search, product evaluation, purchasing decisions, consumption and eventual disposal or recycling of goods. Rapid environmental changes are influencing consumer behaviour today. These include technological, social, economic and cultural changes. In particular the Internet has significantly increased the ease of access to product and/or service information, as well as the easier communication and transfer of information between consumers. This means that the consumer is highly knowledgeable and able to take a more proactive position in relation to the purchase process. This is leading to shifts in the power relationship between the consumer and firm. At the same time, changing lifestyles and values in society mean that the motivations associated with purchase transactions and consumption of products/services are also subject to change. The contemporary marketer needs to have the skills and knowledge to identify customer motivations and determinants of buyer behaviour in such fast moving consumer markets.

Aims:
To provide an understanding into the psychological and social factors that influence consumer behaviour before, during and after purchase and consumption in contemporary consumer markets. Taking a multi-disciplinary approach, the module particularly draws on theory from psychology, social psychology, sociology, information systems and marketing literature. The purpose of the module is to explore and apply contemporary consumer behaviour theories and models that have been developed to identify and measure the purchase and consumption process. At the end of the module students will be able to apply such theories and models in a contemporary context.

Assessable learning outcomes:
•Recognise key cognitive and affective dimensions of consumer behaviour within the context of specific consumer markets
•Analyse and critique relevant multidisciplinary theories applicable to the consumer behaviour field
•Apply explanatory models in order to analyse and understand contemporary consumer behaviour
•Formulate marketing activities as responses to the analysis
•Evaluate the outcomes of buyer behaviour and their impact upon market dynamics.

Additional outcomes:
•Effectively organize, plan, and work both collaboratively and individually
•Understand and apply the principles of critical analysis
•Communicate consumer analysis effectively through both verbal and written reporting
•Appropriately apply consumer behaviour theory into practice in different market contexts

Outline content:
•Consumer drive and motivation
•Consumer response to marketing actions: Attention, perception, learning, attitudes, action and post purchase
•Consumer decision making process: Cognitive, habitual and affective decision making
•Consumer demographics and psychographics
•Sociological and cultural influences on consumption
•Relational consumption
•Personality and self-concept; Groups
•Consumer and social well-being

Brief description of teaching and learning methods:
The module will consist of 20 hours of lectures supported by seminars in which case examples and application in practice will take place.

Contact hours:
  Autumn Spring Summer
Lectures 20
Seminars 3
Guided independent study 177
       
Total hours by term 200.00
       
Total hours for module 200.00

Summative Assessment Methods:
Method Percentage
Written exam 50
Project output other than dissertation 50

Other information on summative assessment:
Students work in small groups to produce a written report and an oral presentation.

Formative assessment methods:
Work which provides opportunities to improve performance (e.g. through feedback provided) but which does not necessarily always contribute towards the overall module mark will take place in seminars.

Penalties for late submission:

These are in accordance with the mode of study arrangements laid out in the Programme Specifications.
Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information: http://www.reading.ac.uk/internal/exams/student/exa-guidePG.aspx

Length of examination:
2 hours

Requirements for a pass:
Projects and examinations: 50%

Reassessment arrangements:
These are in accordance with the arrangements for resubmission laid out in Programme Specifications.

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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