MQM1CCB-Contemporary Consumer Behaviour

Module Provider: Marketing and Reputation
Number of credits: 15 [7.5 ECTS credits]
Terms in which taught: Autumn / Spring / Summer term module
Non-modular pre-requisites:
Modules excluded:
Current from: 2019/0

Module Convenor: Dr Anne Dibley


Type of module:

Summary module description:
The rapid changes in the development and use of technology are influencing the attitudes and behaviours of customers in terms of purchasing decisions. In particular the increase in product and/or service information, coupled with the ease of access and transfer of information means that the customer is highly knowledgeable and able to take a more proactive position in relation to the purchase process. At the same time, changing lifestyles and values in society mean that the motivations and values associated with purchase transactions may change significantly within a short time period. The marketer needs to be able to understand the drivers behind customer value and the determinants of buyer behaviour in consumer markets.

To provide an understanding and insight into the factors that influence customer values and attitudes and behaviours before, during and after a purchase transaction in consumer markets.. We will be taking and applying the models and tools that have been developed to identify and measure the consumption process as an experience and proceed to map these processes onto the firm’s product and service offerings.

Assessable learning outcomes:
Identify issues and factors impacting customer value and its development
Examine the critical factors influencing customer behaviour
List the key research methods of investigation used in the field of customer research
Critique relevant theories and models within the customer behaviour field
Evaluate and draw conclusions about the implications of buyer behaviour on market dynamics
Use the tools and techniques to perform an analysis of the purchase process and buyer/supplier relationships within specific markets/organisations and identify the implications for marketing activity.

Additional outcomes:
Effectively organize, plan, and work towards the completion of their studies both collaboratively and individually.
Understand and apply the principles of critical analysis
Communicate their analysis effectively through both verbal and written reports
Appropriately apply marketing theory into practice

Outline content:

  • Approaches to customer behaviour research: Mechanistic versus goal-oriented explanations of decision-making. Customer value and customer value chain; the decision-making process; the psychology of the customer; purchasing dynamics; research and evaluation of customer behaviour. 

  • Customer value: Definition of the customer; identification of, and relationship between, utility and subjective value. Economic versus psychological explanations of value. Motivation: Drive theory. Effects of values on behaviour. 

  • The consumer purchase process: Purchase paradigms, decision making as problem solving. Models of CDM; stages of CDM; information search, evaluation strategies, choice processes. Traditional versus e-based information search and evaluation. Traditional versus e-based transaction processes. Communication issues during the purchase process. 

  • Customer psychology: Information processing aspects of CDM; perception, learning and memory. Attitudes and beliefs and their relationship to intended/actual behaviour. Investigation of individual and organisational behaviour. 

  • Consumption and post-purchase behaviour: Types of consumption; influences upon consumption: social, cultural, personal, lifestyle organisational. Functional versus hedonic consumption; patterns of consumption. Post-purchase evaluation and satisfaction. Environmental and social issues regarding consumption and post-purchase attitudes. Effects of post-purchase word-of-mouth/online communities. 

Global context:

Issues will be discussed in a global context, as appropriate 


Brief description of teaching and learning methods:
The primary learning transmission will be through self-study and face to face taught workshop sessions delivered by a subject tutor to support learning and collaborative activities. Participants will also receive learning materials, which may consist of a textbook, case studies, journal articles, and practitioner articles. Learning support will also be available online via Henley Connect.

Contact hours:
  Autumn Spring Summer
Lectures 7
Practicals classes and workshops 8
Work-based learning 16
Guided independent study:      
    Wider reading (independent) 12
    Wider reading (directed) 35
    Exam revision/preparation 10
    Peer assisted learning 2
    Advance preparation for classes 16
    Essay preparation 40
    Reflection 4
Total hours by term 150 0 0
Total hours for module 150

Summative Assessment Methods:
Method Percentage
Written exam 40
Written assignment including essay 60

Summative assessment- Examinations:

One three-hour exam, covering the 4 Stage 1 modules  

Summative assessment- Coursework and in-class tests:

One 7,500 word Integrated Marketing Project (individual assignment) covering the 4 Stage 1 modules 

Formative assessment methods:

Workshop activities are undertaken to support formative assessment of the learning. These activities are not assessed for the purposes of the final module mark. 

This formative assessment takes the form of feedback given to students at workshops on syndicate work, presentations and exercises. 

Penalties for late submission:

Standard Post-Experience Postgraduate penalties for late submission are applied 

Assessment requirements for a pass:
The pass mark for both the individual assignment and the examination is 50%

Reassessment arrangements:

Standard Post-Experience Postgraduate reassessment arrangements apply.  

Additional Costs (specified where applicable):

Last updated: 8 April 2019


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