Prerequisites for Module
None in addition to course entry requirements or equivalent.
Corequisite Modules
None.
Precluded Modules
None.
Aims of Module
The aim of this module is to develop the students’ knowledge and understanding of the basic theories and applications in relation to consumer behaviour.
Learning Outcomes for Module
On completion of this module, students are expected to be able to:
| 1. |
Discuss the basic concepts, principles, theories and models which apply to consumer behaviour.
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| 2. |
Illustrate the contemporary approaches to the study of consumer behaviour.
|
| 3. |
Explain the theoretical concepts pertaining to consumer psychology.
|
| 4. |
Analyse the key factors which influence the decision-making process.
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Indicative Module Content
The module is anticipated to include the following topics:
Introduction and overview developing an understanding of consumer perspective, psychological process, Individual differences, Environmental influences, The decision making process, Developing marketing strategies, Consumer trends.
Indicative Student Workload
Contact Hours
| Full Time | Blended Learning | Lectures
| 24 | 0 | Tutorials
| 12 | 0 | Workshops
| 0 | 8 |
Directed Study
| | | Forum contributions/chat sessions
| 0 | 20 | Learner-centred directed reading
| 52 | 20 | Preparation for workshops
| 0 | 20 | Set activities
| 0 | 20 |
Private Study
| | | Additional reading
| 20 | 20 | CW preparation
| 30 | 30 | Private study
| 12 | 12 |
| Mode of Delivery
This module will be delivered by a combination of formal lectures, surgeries, tutorials and multimedia material. The lectures will broadly follow the structure of the essential reading text. Surgery and tutorials will be used to further test knowledge and understanding and assist students in coming to grips with the practicalities of given situations. Additionally, students will be directed to work independently with multimedia materials.
Assessment Plan
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Learning Outcomes Assessed
| | Component 1 | 1,2
| | Component 2 | 3,4
|
Component 1 is a coursework report adressing objectives 1 & 2
Component 2 is an exam addressing objectives 3 & 4
Indicative Bibliography
| 1. | BLYTHE, J., 2013. Consumer behaviour. 2nd ed. London: Thomson Learning.
| | 2. | FUNK, D.C., 2008. Consumer behaviour in sport and events: marketing action. Oxford: Butterworth Heinemann.
| | 3. | SCHIFFMAN, L. and KANUK, L., 2007. Consumer behavior.. 9th ed. Harlow: Pearson Higher Education.
| | 4. | SOLOMON, M.R., 2009. Consumer behavior in fashion. Harlow: Pearson Prentice Hall.
| | 5. | SWARBROOKE, J. and HORNER, S., 2007. Consumer behaviour in tourism. 2nd ed. Oxford: Heinemann Educational Books. ebook
| | 6. | VAN DER WAGEN, L., 2007. Event management: for tourism, cultural, business and sporting events. 3rd ed. French's Forest, New South Wales: Pearson Hospitality Press.
| | 7. | WILLIAMS, A., 2002. Understanding the hospitality consumer. Oxford: Butterworth Heinemann. ebook
| | 8. | WRIGHT, R., 2006. Consumer behaviour. London: Thomson Learning. ebook
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