Introduction to Consumer Behaviour

The details
Essex Business School
Colchester Campus
Undergraduate: Level 5
Monday 13 January 2025
Friday 21 March 2025
21 March 2024


Requisites for this module
BE400 or BE501



Key module for

BSC N2N5 Marketing Management (Including Foundation Year),
BSC NN25 Marketing Management,
BSC NN2M Marketing Management (Including Placement Year),
BSC NNF5 Marketing Management (Including Year Abroad),
MMANNN35 Marketing Management,
MMANNN36 Marketing Management (Including Placement Year),
MMANNN37 Marketing Management (Including Year Abroad)

Module description

This module will introduce foundational theories and concepts in consumer behaviour, while also explaining their practical application for marketing managers in terms of understanding how consumers behave.

Through their participation in this module, students will have the opportunity to apply consumer behaviour models as analytical tools to inform strategic decision making in relation to marketing intelligence.

Module aims

The aim of this module is:

  • To ensure that students can understand, apply and evaluate contemporary consumer behaviour theory.

Module learning outcomes

By the end of this module, students will be expected to be able to:

  1. Develop knowledge of a broad range of foundational theories in consumer behaviour.

  2. Apply knowledge of consumer behaviour theories in order to inform strategic decision-making.

  3. Carry out more advanced studies in the area of consumer behaviour.

Skills for Your Professional Life (Transferable Skills)

By the end of this module, students will be expected to develop the following additional skills for your professional life:

  1. Academic and cognitive – through your reflective engagement with the subject area and
    its theoretical principles and practical implications.

  2. Data analysis skills – through your active and informed use of academic and commercial
    databases and your use of relevant quantitative and qualitative data sources.

  3. Soft Skills (Teamwork/Collaboration) – through your active participation in group work and

  4. Communication skill (written & Oral) – through your diligent preparation of assigned tasks
    and through your active and thoughtful participation in class discussions.

  5. Technology (Digital and Technical Fluency) – through your use of information technology
    to source information and compose assessed documents.

  6. Research– through your independent search, evaluation and use of reliable and valid
    information sources.

  7. Management & Marketing – through your creative application of the consumer behaviour
    theories and practical implications to your personal and professional life.

Module information

No additional information available.

Learning and teaching methods

This module will be delivered via:

  • One 2-hour lecture integrated session each week.


This module does not appear to have a published bibliography for this year.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Coursework weighting
Coursework   BE519 COURSEWORK TWO ESSAY    60% 
Coursework   BE519 COURSEWORK ONE ESSAY    40% 

Exam format definitions

  • Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
  • In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
  • In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
  • In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary, for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.

Your department will provide further guidance before your exams.

Overall assessment

Coursework Exam
100% 0%


Coursework Exam
100% 0%
Module supervisor and teaching staff
Dr Aneela Malik, email:
Dr Aneela Malik & Hanqun Song



External examiner

Dr Muhammad Asif Khan
Available via Moodle
Of 47 hours, 46 (97.9%) hours available to students:
1 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s), module, or event type.


Further information
Essex Business School

* Please note: due to differing publication schedules, items marked with an asterisk (*) base their information upon the previous academic year.

Disclaimer: The University makes every effort to ensure that this information on its Module Directory is accurate and up-to-date. Exceptionally it can be necessary to make changes, for example to programmes, modules, facilities or fees. Examples of such reasons might include a change of law or regulatory requirements, industrial action, lack of demand, departure of key personnel, change in government policy, or withdrawal/reduction of funding. Changes to modules may for example consist of variations to the content and method of delivery or assessment of modules and other services, to discontinue modules and other services and to merge or combine modules. The University will endeavour to keep such changes to a minimum, and will also keep students informed appropriately by updating our programme specifications and module directory.

The full Procedures, Rules and Regulations of the University governing how it operates are set out in the Charter, Statutes and Ordinances and in the University Regulations, Policy and Procedures.