2015/16 Undergraduate Module Catalogue

LUBS2010 Consumer Behaviour

20 creditsClass Size: 70

Module manager: Ms Tao Jiang
Email: t.jiang@lubs.leeds.ac.uk

Taught: Semesters 1 & 2 (Sep to Jun) View Timetable

Year running 2015/16

Pre-requisites

LUBS1850	Organisational Behaviour
LUBS1860	Fundamentals of Marketing

Co-requisites

LUBS2840	Marketing Research
LUBS2850	Marketing

This module is not approved as a discovery module

Module summary

For a company to survive and succeed in the market place, it must understand its target customer and cater their needs. You will examine how individual, social and cultural factors influence consumers’ decision making process and their subsequent consumption behaviour.

Objectives

This module aims to give students an insight into consumer behaviour from cognitive, social and cultural theoretical perspectives and how these consumption theories and principles can be adopted to achieve marketing success.

Learning outcomes
Upon completion of this module students will be able to:

- Discuss the role of consumer behaviour within the wider context of marketing
- Analyse consumer consumption from different theoretical perspectives and identify the key issues in consumer studies domain
- Analyse consumer behaviour using a range of frameworks and concepts and explain how consumption behaviour relates to marketing management

Skills outcomes
Upon completion of this module students will be able to:

Transferable
- Critically appraise business activities and present logical arguments

Subject specific
- Explain and evaluate company marketing practices from consumer behaviour perspective
- Analyse consumer behaviour using a range of frameworks and concepts
- Develop a detailed analytical profile of consumers and consumption in a given market context
- Describe how cognitive, social, cultural and situational factors have influenced their own consumption

Syllabus

Indicative content:

Introduction
Welcome to the consumer world
Consumer decision making process (I)
Consumer decision making process (II)
Motivation
Value
Perception
Learning and memory
Consumer attitude formation
Change of attitude
Consumer identity (I)
Consumer identity (II)
Reference group influence
Family and household
Culture and consumption
Ritual, value and symbols
Consumer behaviour research (I)
Consumer behaviour research (II)
Ethics and consumption
Ethnicity and consumer behaviour
Technology and consumption

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	22	1.00	22.00
Seminar	10	1.00	10.00
Private study hours			168.00
Total Contact hours			32.00
Total hours (100hr per 10 credits)			200.00

Opportunities for Formative Feedback

- Student's own reflection on performance and understanding in seminars
- A non-assessed multiple choice test administered during the first week of semester 2.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Essay	2,000 words	40.00
Total percentage (Assessment Coursework)		40.00

Resit by 3 hour written examination

Exams

Exam type	Exam duration	% of formal assessment
Standard exam (closed essays, MCQs etc)	2 hr 00 mins	60.00
Total percentage (Assessment Exams)		60.00

Resit by 3 hour written examination

Reading list

The reading list is available from the Library website

Last updated: 12/01/2016

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