BE519-5-SP-CO:
Introduction to Consumer Behaviour
2021/22
Essex Business School
Colchester Campus
Spring
Undergraduate: Level 5
Current
Monday 17 January 2022
Friday 25 March 2022
15
26 January 2022
Requisites for this module
(none)
(none)
(none)
(none)
(none)
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)
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.
The primary aim of this module is to ensure that students can understand, apply and evaluate contemporary consumer behaviour theory.
On successful completion of the module, students will be able to:
1. Develop comprehensive knowledge of a broad range of foundational theories in consumer behaviour.
2. Critically apply knowledge of consumer behaviour theories in order to inform strategic decision making.
3. Prepare students to carry out more advanced studies in the area of consumer behaviour.
Module Introduction
A Historical Context for Understanding Consumption
Contemporary Perspectives on Consumer Behaviour
Decision – Making and Involvement
Learning and Memory
Reading week.
Attitude Theory and Behaviour Change
Groups, Social Processes, and Communications
Culture
Future Trends in Consumer Behaviour
For this module, there will be 9x 1hr lectures (weekly one-hour lectures comprising of formal teaching) and 5x 2hr seminars (biweekly two-hour seminars comprising of interactive activities, discussion and group work). Student are expected to learn through active participation in in-class discussions and debate.
In academic year 2021-22 the delivery may involve online learning.
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 |
|
|
| Exam |
Main exam: 24hr during Summer (Main 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
Reassessment
Module supervisor and teaching staff
Dr Aneela Malik, email: a.malik@essex.ac.uk.
Dr Aneela Malik, Dr Abhisek Kuanr
ebsugcol@essex.ac.uk
No
No
Yes
Mr Ben Lowe
University of Kent
Professor of Marketing
Available via Moodle
Of 387 hours, 0 (0%) hours available to students:
351 hours not recorded due to service coverage or fault;
36 hours not recorded due to opt-out by lecturer(s).
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