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

Lectures: 2hrs x 10 weeks
(Please refer to MyCampus for timetable)

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This course is assessed by two linked written assignments. Assignment 1 is a reflective essay that tasks students to critical reflect on their own consumption habits/practices. Assignment 2 is a critical essay that tasks students to examine one consumer behaviour topic through a critical analysis essay.

Reassessments are normally available for all courses, except those which contribute to the Honours classification. For non Honours courses, students are offered reassessment in all or any of the components of assessment if the satisfactory (threshold) grade for the overall course is not achieved at the first attempt. This is normally grade D3 for undergraduate students and grade C3 for postgraduate students. Exceptionally it may not be possible to offer reassessment of some coursework items, in which case the mark achieved at the first attempt will be counted towards the final course grade. Any such exceptions for this course are described below. 

This course aims to:

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

2. 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.

3. Assess marketing implications and practices in enhancing consumer experiences.

4. 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.

5. 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.

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

summative assessment.