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MAN-40120 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

For academic year: 2022/23 Last Updated: 19 January 2023

MAN-40120 - Understanding Consumer Behaviour
Coordinator: Griff Round Tel: +44 1782 7 33090
Lecture Time: See Timetable...
Level: Level 7
Credits: 15
Study Hours: 150
School Office: 01782 733094

Programme/Approved Electives for 2022/23

None

Available as a Free Standing Elective

No

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2022/23

This module explores the diverse set of meanings and practices which influence consumer behaviour in a global, multi-cultural and increasingly digital context, through the use of various theories and concepts and consideration of actual, contemporary consumption activity. In doing so, it critically addresses issues such as identity, community and motivation. The implications that this has for businesses and other enterprises will also be covered.

Aims
Understanding the consumer is essential for effective practice in the contemporary global marketplace. This module explores understanding by taking an inter-disciplinary approach, looking at the history of consumption and consumer culture and considering theoretical frameworks drawn across the social science disciplines including sociology, psychology, cultural studies and anthropology. This allows consideration of the consumer as both an individual as well as a social being being influenced by family, groups and culture.

Talis Aspire Reading List
Any reading lists will be provided by the start of the course.
http://lists.lib.keele.ac.uk/modules/man-40120/lists

Intended Learning Outcomes

summarise and express a cogent argument in relation to a contemporary aspect of consumer behaviour: 1,2
critically analyse a range of theoretical positions in the relation to "the consumer" and "consumer culture" with recourse to insights derived from other subject disciplines such as sociology, psychology, anthropology and cultural studies: 1,2
demonstrate a thorough understanding of the role of culture and context in exploring consumer society, to embrace global as well as more localised perspectives within the digital age: 1,2
demonstrate advanced knowledge of the conceptual and theoretical underpinnings of consumer society and an understanding of the ways in which these are implicated in actual consumption activities: 1,2

Study hours

12 hours of lectures
12 hours of workshops
50 hours of directed reading and class preparation
76 hours of independent study and assessment preparation

School Rules

None

Description of Module Assessment

1: Presentation weighted 40%
Individual presentation
Students will be given a choice of topics relating to contemporary consumer behaviours upon which to base their presentation. Within the presentation they must encapsulate current and topical issues in an analytical way, demonstrating links between the topics and links to academic literature and theory.

2: Essay weighted 60%
2,500 word essay
Students will be given a choice of topics upon which to base their essay. They must use the academic literature to critically analyse the chosen topic and its underpinning theoretical concepts, linking it to module content.

Please note that for the 2022/23 Academic Year programmes may be adapted to operate in accordance with a flexible, digital approach. This means that there may be some changes made to how modules are delivered and assessed. The latest information will be provided to you by your School in module handbooks. We endeavour to give you as much notice as possible of any changes and details about the circumstance in which changes are made to programmes can be found in the Student Agreement, available at: https://www.keele.ac.uk/student-terms-and-conditions/

Last Updated: 19 January 2023