The aim of the module is to investigate and understand consumer behaviour in a contemporary context. It provides the theoretical perspectives as well as the most up to date research that give insights into consumer behaviour, changing patterns of consumption and marketing technology applications shaping businesses as they aim to market to the consumer more effectively. Students will be introduced and expect to explore a consumer culture theory (CCT) perspective on consumption and consumer behaviour.
The most recent research papers and case studies will be used to help students make connections between theory and practice explicitly. Learning will also be supported by professional experience of tutors, lecturers and guest lecturers.
The role of technology and the subsequent impact on consumer behaviour will be explored with digital consumption, online consumer behaviour, AI, big data and data use as particularly important areas for focus.
From a CCT perspective we consider and explore; consumer identity projects, marketplace cultures, socio-historic patterning of consumption and mass-mediated marketplace ideologies.
Case studies on consumer behaviour technologies will be introduced to demonstrate changes in the traditional marketing channels.
The module examines issues and developments in behavioural, psychological and sociological thinking and students will be encouraged to discuss such perspectives in seminar sessions, applying the conceptual frameworks introduced in lectures to such discourse.
Learning Outcomes
By the end of the module students should be able to:
Apply relevant models to analyse and understand contemporary consumer behaviour.
Explore the major themes in the analysis of consumer behaviour and consumer culture theory (CCT) and their relevance to clarifying modes of purchasing and consumption.
Recognise alternative ways of thinking about consumers as individuals and within their lives, families and culture and explain the implications these may have both for consumers and for business.
2Comprehend and discuss the role of technology in the changing customer journey and consumption patterns.
