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Unit Summary

Unit type

UG Coursework Unit

Credit points

12

Unit aim

Provides a student with knowledge of how consumers make decisions including what is consumed, how this effects our self and social identity, and what this means for marketing practitioners, public policy makers and consumers themselves. Decision making processes frame this unit and these are explained via the lenses of psychology, sociology and business theory.

Unit content

Module 1: Introduction to Consumer Behaviour and Consumer Research

Module 2: Consumer Decision Making Process

Module 3: Motivation, Perception and Personality

Module 4: Attitude, Learning and Memory

Module 5: Consumer behaviour, culture and social influences

Module 6: Innovations, Ethics and Social Responsibility

Learning outcomes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.

On completion of this unit, students should be able to:
1 evaluate consumer behaviour and consumption theory in terms of marketing and consumption situations
2 analyse the principles and concepts of consumer behaviour and consumption theory and apply them to practitioner, public policy maker and consumption settings
3 explain the relationship between consumer behaviour and consumption theory, and marketing practice
4 research the behaviour of consumers and apply findings to marketing practice.

On completion of this unit, students should be able to:

  1. evaluate consumer behaviour and consumption theory in terms of marketing and consumption situations
  2. analyse the principles and concepts of consumer behaviour and consumption theory and apply them to practitioner, public policy maker and consumption settings
  3. explain the relationship between consumer behaviour and consumption theory, and marketing practice
  4. research the behaviour of consumers and apply findings to marketing practice.

Prescribed texts

  • No prescribed texts.

  • Hoyer, WD, MacInnis, DJ, Pieters, R, Chan, E, Northey, G, 2020, Consumer Behaviour: Asia Pacific Edition, 2nd edn, Cengage Learning, Great Britain. ISBN: ISBN-10: 0170439976, ISBN-13: 9780170439978.
Prescribed texts may change in future teaching periods.