Unit information: Consumer Behaviour in 2020/21

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

Description including Unit Aims

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 on them, and 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.

Intended Learning Outcomes

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

1. Demonstrate a critical awareness of the changing nature of consumers, consumer practice, and the wider consumption environment.
2. Analyse the importance that an understanding of consumer behaviour may have in the formulation of marketing strategy.
3. Assess the relative influence of psychological, sociological, structural, and cultural factors upon consumer behaviour.
4. Compare different types of decision-making processes.
5. Critically evaluate the ethical implications associated with attempts to influence the attitudes and behaviours of consumers.

Teaching Information

Teaching will be delivered through a combination of synchronous and asynchronous sessions including lectures, tutorials, drop-in sessions, discussion boards and other online learning opportunities.

Assessment Information

Submission of five portfolio tasks, (5 tasks x 600 words = 3,000) 100% of the summative grade)

Reading and References

The core text which supports this unit is:

Solomon, M., Askegaard, S., Hogg, M. & Bamossy, G. (2019) Consumer Behaviour: A European Perspective (7^th ed.), Pearson.

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, lifestyle, and cultural trends.

Textbooks

Schiffman, L. & Wisenblit, J. (2019). Consumer Behavior, Global Edition (12^th ed.), Pearson.

Sethna, Z. & Blythe, J. (2019) Consumer Behaviour (4^th ed.), Sage.

Solomon, M. (2020) Consumer Behavior: Buying, Having, and Being, Global Edition (13^th ed.)

Szmigin, I. & Piacentini (2018) Consumer Behaviour (2nd ed.), Oxford University Press.

Journals

Journal of Consumer Psychology

Journal of Consumer Research

European Journal of Marketing

Advances in Consumer Research

International Journal of Advertising

Journal of Consumer Behaviour

Journal of Marketing Management

Qualitative Market Research: An International Journal