Module description
What is the module about?
Consumer behaviour is an exciting, dynamic and growing field of marketing that draws on different social science disciplines (i.e., psychology, economics, anthropology, and sociology). The field uses these perspectives to examine individual and collective consumption behaviours in various cultural, social, economic and environmental settings. This module examines how and why consumers think, feel and behave the way they do and what this means for marketing products, services, ideas and experiences.
This is a 2nd year marketing module that will include a variety of teaching and learning techniques, including classroom debates, team projects, and analyses of assigned readings. Students are expected to read and engage with all materials (including textbook chapters and posts, articles, and videos posted on KEATS) before the class meeting each week. Current events relevant to consumer behaviour, marketing and management will be discussed regularly, therefore students are also expected to keep up on current business events in the marketplace.
Who should do this module?
Students who are interested in:
- Exploring the factors which influence consumers’ and buyers’ decision-making.
- Analysing a range of emerging issues and developments which might impact
- consumers in the future.
- Applying consumer behaviour concepts and theories to marketing problems.
- Understanding the interplay between consumer behaviour and marketing strategy.
Provisional Lecture Outline
Introduction to Consumer Behaviour
Consumer Decision Making
Learning and Memory
Perception and Attention
Attitudes
Identity and Self
Group Influences
Society and Consumption
Social Media and Influencers
Customer Satisfaction and Loyalty
Assessment details
60% Individual Coursework
40% Group Project
Teaching pattern
Weekly lecture
Fortnightly tutorial
Suggested reading list
The core text will be confirmed when the module begins.