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MAN-10031 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

For academic year: 2024/25 Last Updated: 20 November 2024

MAN-10031 - Consumer Behaviour 1
Coordinator: Rachel Lee Tel: +44 1782 7 33112
Lecture Time: See Timetable...
Level: Level 4
Credits: 15
Study Hours: 150
School Office: 01782 733094

Programme/Approved Electives for 2024/25

None

Available as a Free Standing Elective

No

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2024/25

This module introduces students to the study of consumer behaviour and its central position within the discipline of marketing for both individuals and organisations. The various determinants of consumer behaviour are examined with reference to theories drawn from multiple disciplines. At the end of this module, students will understand the psychological and social influences upon consumers behaviour.

Aims
The primary aim is to provide students with an understanding of theories underpinning consumer behaviour by integrating multi-disciplinary frameworks.

Intended Learning Outcomes

describe the central role of consumer behaviour theory in marketing: 1
identify the role of psychological and sociological factors on consumer behaviour: 1
apply principles and theories from psychology, sociology and consumer theory to individual and organisational buying behaviours
: 2
assess how organisations can use insights into consumer behaviour to enhance their marketing activities.: 2

Study hours

16 hours lectures
11 hours seminar
23 hours lecture/seminar prep
46 hours assignment
54 hours private study which includes additional reading, thinking time, discussing ideas with other students, etc.

School Rules

None

Description of Module Assessment

1: Reflective Diary weighted 50%
1,500-word individual reflective diary


2: Essay weighted 50%
1,000-word essay


The University undertakes a continuous review of its teaching and research provision to ensure programmes are of a high quality and changes may be made to modules where it is necessary and reasonable to do so. Please be aware that minor changes to modules, such as a change to an individual assessment, can occur up until enrolment, although we endeavour to give you as much notice as possible of any changes. 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/legalgovernancecompliance/governance/actcharterstatutesordinancesandregulations/studenttermsconditions/

Last Updated: 20 November 2024