MBA7132 - Consumer Behaviour

Objectives:

On successful completion of the module, students will be able to:
Demonstrate understanding of major theories of perception, learning and motivation, as well as the ability to apply them for consumer behaviour’s analyses.
Critically evaluate and interpret social influences on the consumer, with particular emphasis on the impact of technology and the ways that the internet has altered the relationship between businesses and consumers.
Identify and critically appraise the insights from consumer psychology to improve the effectiveness of business decision- making in both consumer and organisational marketing.

Content:

On successful completion of the module, students will be able to:
Demonstrate understanding of major theories of perception, learning and motivation, as well as the ability to apply them for consumer behaviour’s analyses. Critically evaluate and interpret social influences on the consumer, with particular emphasis on the impact of technology and the ways that the internet has altered the relationship between businesses and consumers. Identify and critically appraise the insights from consumer psychology to improve the effectiveness of business decision- making in both consumer and organisational marketing.

Learning and Teaching Information:

Formal lectures and case study-based workshops and tutorials providing the foundation for guided independent self-study.

Lectures
Hours: 10
Intended Group size: Whole cohort

Tutorials/workshops
Hours: 14
Intended Group size: Whole cohort

Guided independent study
Hours: 176

Assessment:

001 Essay 4000 words end of term 1 100%

Fact File

Module Coordinator - PRS_CODE=
Level - 7
Credit Value - 20
Pre-Requisites - NONE
Semester(s) Offered - 7T1

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