Unit name | Consumer Behaviour |
---|---|
Unit code | EFIMM0043 |
Credit points | 15 |
Level of study | M/7 |
Teaching block(s) |
Teaching Block 2 (weeks 13 - 24) |
Unit director | Dr. Penny Walters |
Open unit status | Not open |
Pre-requisites |
None |
Co-requisites |
None |
School/department | School of Management - Business School |
Faculty | Faculty of Social Sciences and Law |
Central to this unit is the exploration and analysis of the notion of the ‘consumer’ and the concept of ‘consumption’. Students are encouraged to analyse the processes associated with consumption decisions, the internal and external influences upon them and, finally, consumers’ evaluative processes. Throughout the unit, students will explore the application of consumer behaviour within a range of contexts and critically evaluate the implications it holds, not only for management, but also for consumers themselves. More widely, they will also consider the impact and implications of consumption trends for society as a whole.
On completion of this unit, students will be able to demonstrate:
Teaching takes place in a combination of lectures and smaller group workshops. Whilst lectures will take place in a traditional lecture setting, all efforts will be made to ensure they are as engaging and interactive as possible with the active use of student questioning, polling software and student participation in exercises and demonstrations. Workshops/seminars will be case-based with a focus on students preparing, developing and then presenting material to peers who, in turn, will be encouraged to offer constructive feedback. Additional supporting material will also be made available online through the University Blackboard system.
Formative assessment will take a variety of forms. Primarily, ongoing formative assessment of subject understanding will be undertaken in workshops as students will be encouraged to present ideas and concepts back to the group. Students will therefore be given verbal feedback from academic leads and as well as peer to peer feedback on such occaisions. The coursework element of the summative assessment also offers formative feedback opportunities around subject understanding but in relation to academic skills and presentation of ideas.
Summative assessment will take two forms:
1) A group ‘poster’ presentation. (40%)
Working in groups, students will be required to demonstrate their ability to analyse a question within a given consumer behaviour context and synthesise a range of academic concepts to provide a coherent response. In the first instance, the groups will convey this reponse through the medium of an academic ‘poster’. The groups will be given an deadline by which they will be required to hang their completed posters in a set location in ‘gallery’ fashion. Students will then be alloted a ten minute time slot when they will be required to attend and answer questions about the contents of their poster.
Students will be assessed upon their ability to demonstrate the following:
- Analysis of a dynamic aspect of the consumption environment and their evaluation of its impact on consumers and consumption practices (ILO1)
- Awarenss of the range of influences that can affect consumer behaviour (ILO3)
- Ability to evaluate the relevance of particular theories, models and concepts within a marketing and management context (ILO5)
- The ability to respond coherently and logically when challenged about potential alternate theories and ideas when questioned about the poster contents (ILO6)
It is anticipated that this piece of summative assessment will take place within the second half of TB2 during workshop/seminar time. Formative feedback will be given with a view to supporting student performance in the case study exam.
2) A 2 hour case study open book written exam (60%)
Three weeks prior to the examination, students will be presented with a case study that they will be asked to analyse in advance using consumer behaviour theory and wider case-relevant research. They will be allowed to annotate the case study document by hand (unless Reasonable Adjustments apply) and bring the annotated case into the examination room with them where they will be required to answer three essay questions in two hours.
Students will be assessed on their ability to demonstrate:
- Their knowledge and understanding of consumer behaviour theory (ILOs 1,2),
- Their ability to analyse the given case and evaluate the relevance and applicability of respective concepts and respond coherently to the questions in written form. (ILO 5)
- Their ability to demonstrate their critical appreciation of the difference between B2B and B2C consumption decisions (ILO4)
- Their ability to recognise the difference between consumption practices in B2B and B2C situations and evaluate the difference this might make for marketing and management decisions (ILO4)
- Their ability to evaluate the ethical implications of marketing and management action (ILO6)
The core text which supports this unit is:
Additional Reading: The following is a list of some of the books from which to choose to do any wider reading. It is also worth keeping an eye on the marketing trade press titles such as Marketing, Marketing Week and Campaign and sections in the broadsheets about consumers’ behaviour and life-style and cultural trends.
Books:
Journals