This course challenges students to critically engage with consumer behaviour theories and will develop students' ability to analyse consumption in a diverse range of contexts. Consumer behaviour is central to the marketing concept and is a critical area in the marketing field that practitioners must understand in response to changing consumption habits. Students who are competent in the analysis of consumer behaviour are invaluable to organisations of all descriptions.  By the end of this course, students will be able to explain key technological, socio-economic, and cultural trends shaping consumer behaviour and influencing marketing practice

LCs - 2 hours x 4 sessions (8 hours)

TUs - 2 hours x 3 sessions ( 6 hours)

None

Individual poster (60%) 1000 words

Group report (40%) 3,000 words in power point

This course aims to:

■ Provide an advanced examination of consumer behaviour theories and practice

■ Develop interdisciplinary insights into consumption, markets and consumer behaviour across diverse cultural contexts

■ Examine consumers as decision-makers, marketplace actors and cultural producers

■ Evaluate the shifting role of consumers and how this shapes globalised marketplace strategies

■ Explore the consequences of global marketplace practice on consumers, markets and society

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

1. Define, distinguish and examine the different roles consumers play in globalised marketplaces

2. Critically evaluate cross-cultural consumer behaviour theories and their limitations to real-world marketplace practice

3. Critically assess the development of global marketplace practice on marketing strategies, consumers and wider stakeholders

4. 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.