Consumer Behaviour (BUST10007)
Normal Year Taken
Delivery Session Year
Visiting students must have completed at least 4 Business courses at grade B or above. This MUST INCLUDE at least one Marketing course at intermediate level. This course cannot be taken alongside BUST08004 Marketing. We will only consider University/College level courses.
The purpose of the course is to examine in detail the process of consumer decision-making, the influences upon buying behaviour and their implications for marketing in purposeful organisations. An understanding of consumer behaviour is essential to effective marketing management, as the study of consumers helps firms and organizations improve their marketing strategies. This course attempts to build on basic concepts introduced in the Marketing 2 course to develop advanced knowledge of consumer behaviour and an appreciation of its contribution to the field of marketing. It draws on a broad range of academic material from within marketing and social science literature as well as looking at contemporary consumer issues in the digital media.
The course is divided into four sections: an introduction to consumer behaviour; the decision making process; the individual consumer; and the social consumer. The course draws mainly on the theoretical literature as a means of providing conceptual framework to examine consumer behaviour and for students to critically reflect on their own experiences as consumers. Each lecture is supported with a set of recommended readings and students are encouraged to undertake their own literature reviews. SYLLABUS: Introduction to Consumer Behaviour, Perception, Cognition, and Motivation, Learning and Attitudes, Decision Making, Personality & Self, Brand Loyalty, Reference group &peer Influence, Lifestyle & Social class, Household & Families, Culture. STUDENT LEARNING EXPERIENCE: The lectures provide both basic concepts and informative material along with some critique of the main ideas but students are encouraged to develop their understanding and critical appreciation outside the lectures through reading around the lecture topics. There is considerable emphasis placed on the need for students to move beyond the basic textbook readings and to consider the more critical perspectives and research contained within the readings. There are no tutorials in this honours course but the opportunity for discussion arises within the lectures and students are encouraged to be constructively critical and to debate issues in class. The essay is designed to encourage students to seek out references from academic journals and to engage in a more critical debate.
Written Exam 0%, Coursework 100%, Practical Exam 0%
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