Postgraduate taught 

International Strategic Marketing MSc

Global Consumer Behaviour MGT5184

  • Academic Session: 2020-21
  • School: Adam Smith Business School
  • Credits: 10
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 1
  • Available to Visiting Students: No
  • Available to Erasmus Students: No

Short Description

This course challenges students to critically engage with consumer behaviour theories and will develop students' ability to analyse consumption in a diverse range of contexts. Consumer behaviour is central to the marketing concept and is a critical area in the marketing field that practitioners must understand in response to changing consumption habits. Students who are competent in the analysis of consumer behaviour are invaluable to organisations of all descriptions.  By the end of this course, students will be able to explain key technological, socio-economic, and cultural trends shaping consumer behaviour and influencing marketing practice


8 lectures over 4 weeks (4x 2 hour and 4x 3 hour lectures)

Requirements of Entry

 Please refer to the current postgraduate prospectus at: 

Excluded Courses



An individual written report/assessment of 2,500 words.

Main Assessment In: April/May

Course Aims

This course aims to:

■ Provide an advanced examination of consumer behaviour theories and practice

■ Develop interdisciplinary insights into consumption, markets and consumer behaviour across diverse cultural contexts

■ Examine consumers as decision-makers, marketplace actors and cultural producers

■ Evaluate the shifting role of consumers and how this shapes globalised marketplace strategies

■ Explore the consequences of global marketplace practice on consumers, markets and society

Intended Learning Outcomes of Course

By the end of this course students will be able to:


1. Critically evaluate consumer behaviour theories and their limitations to real-world practice

2. Critically analyse cross-cultural consumer behaviours and their interactions with markets from diverse and interdisciplinary perspectives

3. Define, distinguish and examine the different roles consumers play in globalised marketplaces

4. Appraise key global consumer developments that impact market strategies

5. Critically assess the implications of global marketplace practice on consumers and wider stakeholders

Minimum Requirement for Award of Credits

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.