Course Details in 2019/20 Session

Module Title	LI Consumer Behaviour
School	Birmingham Business School
Department	Birmingham Business School
Module Code	07 30449
Module Lead
Level	Intermediate Level
Credits	10
Semester
Pre-requisites
Co-requisites
Restrictions	None
Contact Hours	Lecture-30 hours Guided independent study-70 hours Total: 100 hours
Exclusions
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 students 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	30449-01 : 2 Hour Examination : Exam (School Arranged) - Written Unseen (100%)
Assessment Methods & Exceptions	Assessment: 1 x 2 hour exam (100%) Reassessment: 1 x 2 hour exam (100%)
Other	Dubai-based duplicate of Birmingham-based module 13456
Reading List