Postgraduate taught 

Marketing MSc/PgDip/PgCert: Online distance learning

Consumer Behaviour MGT5412

  • Academic Session: 2023-24
  • School: Adam Smith Business School
  • Credits: 20
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 2
  • Available to Visiting Students: No
  • Taught Wholly by Distance Learning: Yes

Short Description

This course will develop students' ability to analyse consumer behaviour in a range of contexts. Consumer behaviour is a critical area of marketing that practitioners seek to understand in response to changing consumption habits. The course explains key concepts related to consumer behaviour marketing tactics.


This is an online course of 20 credits. This requires 200 hours of student-centred learning. Unlike a face to face course, online learning can be divided into directed and guided learning, rather than contact and non-contact hours. What is described as a lecture is, in fact, a series of teacher led activities (TLA) or directed teaching, such as direction to reading, video, audio, case studies or other resources. Seminars are synchronous online events which allow student-cantered exploration of a student-led or teacher directed topics. This course combines TLAs (lectures in this form) with seminars and other interactive methods of learning and assessment.

Requirements of Entry

Please refer to the current postgraduate prospectus at: 

Excluded Courses





ILO being assessed

Course Aims

The aim of the course is to develop knowledge and understanding of consumer behaviour practice and theory. Specifically, the course examines:

■ Relevant consumer behaviour theories and methodologies from across the marketing discipline to analyse situations and make decisions

■ The role of consumers as decision-makers and marketplace actors

■ The internal and external influences on consumer behaviour

■ The impact of the technological and societal trends on consumer behaviour

■ The consumer decision-making journey for a product/brand

■ Consumer behaviour-related market opportunities within an international context to prepare students for a career in a range of enterprises

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 

2. Define, distinguish and analyse the different roles consumers play in the marketplace

3. Analyse and assess the internal and external influences on consumer behaviour 

4. Describe key emerging technological and societal trends that impact consumer behaviour 

5. Comprehensively assess the consumer decision-making journey for a product/brand

6. Apply and evidence high-quality skills in written communication 

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.