Programme And Module Handbook
Course Details in 2019/20 Session

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Module Title LI Consumer Behaviour
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 13456
Module Lead Olalonpe Ige
Level Intermediate Level
Credits 10
Semester Semester 1
Pre-requisites LC Principles of Marketing - (07 11050)
Restrictions None
Contact Hours Guided independent study-78 hours
Lecture-22 hours
Total: 100 hours
Description The module develops students' understanding of consumer research and its usefulness for marketing management in its application to how consumers behave. It explains the theoretical underpinning and practical implications of consumer behaviour for business and examines forces shaping consumer choice in modern society. Key areas studied in detail include decision making, perception, learning, attitude development, personality, involvement and motivation. It also considers the effects of the social environment and culture upon consumer behaviour.
Learning Outcomes

By the end of the module the student should be able to:

  • identify and critically analyse the main components of consumer behaviour;
  • demonstrate comprehensive knowledge and understanding of the implications of consumer behaviour theories for business and wider society;
  • demonstrate critical understanding of alternative ways of thinking about consumers as individuals and within their families, groups and broader cultural context;
  • evaluate the contribution of consumer behaviour to marketing management.
Assessment 13456-01 : Essay (2500 words) : Coursework (100%)
Assessment Methods & Exceptions Assessment: One piece of individual coursework (100%). An essay of 2500 words.
Reassessment: Resubmission of coursework, 2,500 words (100%)
Other Duplicate of Dubai-based module 30449
Reading List