Consumer Behaviour

The overall aim of this module is to develop an appreciation and understanding of consumer behaviour from both managers' and consumers' perspectives, building on current research in consumer behaviour and the social sciences generally.

The lectures initially focus on consumers as individuals and then consider more closely the influence of our social experiences on behaviour.

The seminars provide a chance to focus on specialist topics within the field and are a mixture of student presentations and tutor-led discussion.

Terms taught Michaelmas
Credits 8 ECTS credits
Prerequisites MKTG 101 or MKTG 227
Assessment 40% coursework and 60% exam