2012/13 Taught Postgraduate Module Catalogue

LUBS5402M Consumer Behaviour

15 creditsClass Size: 350

Module manager: Tao Jiang
Email: tj@lubs.leeds.ac.uk

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2012/13

Module replaces

LUBS 5400M Consumer Behaviour and Mass Communications

This module is not approved as an Elective

Objectives

On completion of this module, students should be able to:
- understand key issues and debates in consumer studies;
- understand the different representations of consumers;
- understand how consumption behaviour relates to marketing management and marketing communications;
- analyse consumer behaviour using a range of frameworks and concepts;
- develop a detailed analytical profile of consumers and consumption in a given market context.

Syllabus

This module draws on insights from psychology, sociology and anthropology, as well as economics to build a holistic picture of contemporary consumers and their behaviours. It considers a range of topics in contemporary consumer studies, including the consumption cycle; consumer decision-making; consumer motivation; the buying process; consumer value and values; lifestyles; individual and group identity; subjectivity; symbolic consumption; consumer disorders; hedonic consumption; the consumption experience; sacred and profane aspects of consumption; meaning and rituals; sites of consumption; anti-globalisation, and consumer cultures. The module focuses also on possible different representations of the consumer, as, for example, rational decision-maker, as a creative user of technology, as a 'rebel', as a fan, and so on. A wide variety of products, services and experiences are examined, and the implications for marketing strategy and marketing communications of how these are consumed are considered.

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	10	2.00	20.00
Seminar	10	1.00	10.00
Private study hours			120.00
Total Contact hours			30.00
Total hours (100hr per 10 credits)			150.00

Private study

4 hours reading per lecture
8 hours preparation per seminar

Opportunities for Formative Feedback

Formative assessment of student group presentations

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Assignment	3,000 words	100.00
Total percentage (Assessment Coursework)		100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 19/03/2015

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