Introduction to Consumer Behaviour

The details
Essex Business School
Colchester Campus
Undergraduate: Level 5
Monday 15 January 2024
Friday 22 March 2024
11 July 2023


Requisites for this module
BE400 or BE501



Key module for

BSC N2N5 Management and Marketing (Including Foundation Year),
BSC NN25 Management and Marketing,
BSC NN2M Management and Marketing (Including Placement Year),
BSC NNF5 Management and Marketing (Including Year Abroad),
MMANNN35 Marketing and Management,
MMANNN36 Marketing and Management (Including Placement Year),
MMANNN37 Marketing and 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 primary aim of this module is to ensure that students can understand, apply and evaluate contemporary consumer behaviour theory.

Module learning outcomes

On successful completion of the module, students will 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
3. Carry out more advanced studies in the area of consumer behaviour.

Module information

Skills for Your Professional Life
(Transferable Skills - reflecting the skills mapping recently undertaken in EBS)
Taking this module will help you develop the following additional skills for your professional life:
* Academic and cognitive – through your reflective engagement with the subject area and
its theoretical principles and practical implications
* Data analysis skills – through your active and informed use of academic and commercial
databases and your use of relevant quantitative and qualitative data sources
* Soft Skills (Teamwork/Collaboration) – through your active participation in group work and
* Communication skill (written & Oral) – through your diligent preparation of assigned tasks
and through your active and thoughtful participation in class discussions
* Technology (Digital and Technical Fluency) – through your use of information technology
to source information and compose assessed documents
* Research– through your independent search, evaluation and use of reliable and valid
information sources
* Management & Marketing – through your creative application of the consumer behaviour
theories and practical implications to your personal and professional life

Learning and teaching methods

For this module, there will be 10x 1hr lectures (weekly one-hour lectures comprising of formal teaching) and 9x 1 hr seminars (weekly one-hour seminar comprising of interactive activities, discussions and group work). Student are expected to learn through active participation in inclass discussions and debate


The above list is indicative of the essential reading for the course.
The library makes provision for all reading list items, with digital provision where possible, and these resources are shared between students.
Further reading can be obtained from this module's reading list.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Coursework weighting
Coursework   Essay  14/03/2024   
Exam  Main exam: Remote, Open Book, 24hr during Summer (Main Period) 
Exam  Reassessment Main exam: Remote, Open Book, 24hr during September (Reassessment Period) 

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
50% 50%


Coursework Exam
50% 50%
Module supervisor and teaching staff
Dr Aneela Malik, email:
Dr Aneela Malik & Hanqun Song



External examiner

Dr Muhammad Asif Khan
Available via Moodle
Of 24 hours, 24 (100%) hours available to students:
0 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

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