Consumer Behaviour

The details
Essex Business School
Colchester Campus
Postgraduate: Level 7
Monday 13 January 2025
Friday 21 March 2025
01 March 2024


Requisites for this module



Key module for

MA NP5312 Advertising, Marketing and the Media,
MA NP53MO Advertising, Marketing and the Media,
MSC N2E212 Management (Marketing),
MSC N2E224 Management (Marketing),
MSC N51012 Marketing,
MSC N51024 Marketing

Module description

This module explores a variety of different theories and perspectives of consumer behaviour in relation to consumption in the marketplace, consumers as individuals, consumers as decision-makers and consumers as social beings.

The module will go beyond the act of buying to consider the entire consumption cycle, including pre-consumption and post-consumption attitudes and behaviours. This module explores how an understanding of buyer behaviour plays an essential role in marketing strategy formulation as we consider how marketers use and apply consumer behaviour theory. Given that consumption has an increasingly important role in our daily lives, students will also be encouraged to draw on their own experiences to aid understanding of the theoretical content. We will also discuss the wider implications of living in a consumer society.

Module aims

The aims of this module are:

  • To provide students with a thorough understanding of key theories and principles of consumer behaviour.

  • To show how these concepts relate to the practice of marketing and what their implications are for businesses, individual consumers and society.

Module learning outcomes

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

  1. Identify and explain key consumer behaviour theories and their relationship to practice.

  2. Understand consumer behaviour as complex phenomena worthy of study for managerial purposes and in its own right.

  3. Acquire the knowledge necessary for further advanced study on marketing and consumer behaviour courses. 

Skills for Your Professional Life (Transferable Skills) 

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

  1. Think Critically.

  2. Approach and solve problems creatively.

  3. .eflect on your own practice in relation to marketing 

Module information

The consumer is a key constituent for any business, and understanding consumer behaviour is central to successful marketing practice. As such, the very notion of customer-orientation is a central tenet of marketing as a discipline. Marketers are asked to champion and utilise consumer insights to their organisation's advantage while being able to anticipate and accommodate the diverse and changing demands of consumers in fast-paced and highly competitive markets.

A thorough understanding of consumer behaviour is thus a key requisite for any business, management and marketing professional. At the same time, we are all consumers and a better comprehension of what influences our own behaviour can be empowering, leading to better-informed individual choices.

Learning and teaching methods

This module will be delivered via:

  • 10 x 3-hour lecture-seminars weekly

Weekly sessions will encompass lectures as well as related group work, discussion and consultation.


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   1,500 Word Assignment     
Coursework   2,500 Word Assignment     

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 & Dr Abhisek Kuanr



External examiner

Dr Stephanie Anderson
Available via Moodle
Of 30 hours, 30 (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

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

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