The course will develop an understanding of consumer behaviour and will deepen students' understanding of consumer theory and practice.

10 x 2 hour lectures 

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1. Written assignment, including essay; Individual; 1500 words; 60%; ILOs 1-4.

2. Portfolio; Group; 3000 words; 40%; ILOs 1-6.

This course aims to:

■ Provide an introduction to the theory and practice of consumer behaviour.

■ Examine the processes of consumer decision-making, consumer expectations, the consumer experience, influences on buyer behaviour and how these may vary across purchase, social and situational contexts.

■ Assess marketing implications and practices in enhancing consumer experiences.

■ Provide a critical appreciation of existing research in consumer behaviour and understand how to monitor and measure customer experiences across context and use this information effectively.

■ Examine the role of the consumer in contemporary society.

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

1. Define and explain concepts and theories concerning consumers, consumption behaviours and markets.

2. Apply consumption concepts and theories to analyse real-world consumption practice in the marketplace.

3. Analyse changes in consumer behaviours and contemporary consumption trends using interdisciplinary perspectives.

4. Critically evaluate consumption theories and assess their ability to reflect real-world consumption practice.

5. Appraise the implications of changing consumer behaviours on consumers, business and wider society.

6. Work effectively in a group to deliver a group-based consumer behaviour project that responds to current trends in marketing practice.