RGU: RGU Module: Applied Consumer Psychology (BS4135)

Module Title
Applied Consumer Psychology

Keywords
Consumer, Psychology, Psychological process, Consumer response to marketing strategies, Analysis, Best practice, Application

Reference

BS4135

SCQF Level

SCQF 10

SCQF Points

ECTS Points

7.5

Created

May 2003

Approved

June 2003

Amended

August 2012

Revision No.

Prerequisites for Module

None in addition to SCQF10 entry requirements or equivalent.

Corequisite Modules

None.

Precluded Modules

None.

Aims of Module

The aim of this module is to develop the students’ ability to analyse, critically evaluate and apply the theory of Consumer Psychology to the development of marketing strategies.

Learning Outcomes for Module

On completion of this module, students are expected to be able to:

1.	Analyse current theory of Consumer Psychology.
2.	Critically evaluate the adoption of theory and models of consumer psychology when developing marketing strategies.
3.	Apply theory to practice by developing marketing solutions and strategies.

Indicative Module Content

Behaviour and the marketing environment. Consumer response to marketing situations/strategies. Developing consumer loyalty by adopting psychological processes. Information processing and choice. Marketing analysis – segmentation, targeting, research, positioning in light of knowledge and understanding of consumer psychology. Behaviour and the marketing mix.

Indicative Student Workload

Contact Hours	Full Time
Lectures	24
Surgery	12
Workshop	4
	0
Directed Study
Directed Study	66
Private Study
	44

Mode of Delivery

This module will be delivered by a combination of formal lectures, surgeries, workshops and multimedia material. The lectures will broadly follow the structure of the essential reading text incorporating current thinking from journal articles and web based articles. Surgery and workshops will be used as formative assessment of student ability and development Additionally, students will be directed to independent research using multimedia materials.

Assessment Plan

	Learning Outcomes Assessed
Component 1	2,3
Component 2	1

Component 1 is a developmental report

Component 2 takes the form of an exam

Indicative Bibliography

1.	BAGOZZI, R.P., GURHAN-CANLI, Z. and PRIESTER, J.R.,2002. The social psychology of consumer behaviour. Buckingham : Open University Press. ebook
2.	DeCHERNATONY, L., McDONALD, M. and WALLACE, E., 2011. Creating powerful brands. 4th ed. Amsterdam: Butterworth-Heinemann. ebook
3.	FOXALL, G.R., GOLDSMITH, R. and BROWN, S., 1998. Consumer psychology for marketing. 2nd ed. London: Thomson.
4.	SOLOMON, M.R. et al., 2010. Consumer behaviour: a European perspective. 4th ed. Harlow: Financial Times Prentice Hall.
5.	SOLOMON, M.R. and RABOLT, N.J., 2009. Consumer behavior in fashion. 2nd ed. Upper Saddle River, N.J. : Pearson Prentice Hall.
6.	TUNGATE, M., 2012. Fashion brands: branding style from Armani to Zara. 3rd ed. London: Kogan Page.
7.	YIANNIS, G. and LANG, T., 2006. The unmanageable consumer. 2nd ed. London: Sage.