2021/22 Undergraduate Module Catalogue

DESN2377 Introduction to consumer behaviour and neuromarketing

20 creditsClass Size: 50

Module manager: Edel Moore
Email: e.m.moore@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2021/22

Pre-requisite qualifications

DESN2350 Marketing Creativity and Innovation
OR
DESN1347 Principles of Fashion Marketing

This module is not approved as a discovery module

Module summary

Consumer behaviour is the study of why and how individuals or groups become aware of, acquire, use and dispose of market offerings. The module adopts a multidisciplinary perspective, providing insights from consumer psychology and neuromarketing. It introduces the principles of the rational/non-rational and conscious/ unconscious consumer mind. Theories relating to consumer motivation, perceptions and decision making are discussed and applied to emerging fields in neuromarketing such as neuroaesthetics, neurodesign and consumer aberrations. The module requires students to document and reflect on their own consumer practices and to investigate seminal and contemporary academic thought. The module enables students to appreciate the critical importance of consumers and users within the design process.

Objectives

This module provides an introduction to the principles of consumer behaviour and their extended application within neuromarketing.

The objectives of this module are to:
1. Provide an introduction to the fundamental concepts underpinning consumer behaviour and neuromarketing;
2. Develop an appreciation of the critical factors influencing consumer behaviour and their impact on designing effective marketing strategies;
3. Explore and reflect on topical developments in this field of consumer behaviour and neuromarketing.

Learning outcomes
Specifically, on completion of this module students will be able to:
1. Demonstrate knowledge and reflection of the processes involved in consumers decisions with respect to the awareness, acquisition, usage and disposal of goods, services, experiences, and ideas;
2. Integrate neuromarketing applications within a wider context of consumer psychology and behaviour;
3. Identify and engage critically with a body of research literature related to contemporary consumer behaviour issues;
4. Explore and reflect on the application of theory to marketing and design outcomes.

Skills outcomes
- Evaluate design practice from a consumer behaviour perspective.
- Identify and reflect on how cognitive, social, cultural and situational factors have influenced their own consumption behaviour.
- Insights to a sophisticated range of approaches to understand consumers and users within the design process.
- Academic research and writing.

Syllabus

The module will cover four areas of academic research:
Topic 1: Evolution of consumer behaviour and neuromarketing
Topic 2: Psychological factors relating to consumer behaviour
Topic 3: Consumers as decision makers – micro and macro levels
Topic 4: Contemporary research directions – This will change as new areas emerge but could include neurodesign, neuroaesthetics, consumer aberrations.

Teaching methods

Delivery type	Number	Length hours	Student hours
e-Lecture	11	2.00	22.00
Seminar	8	1.00	8.00
Tutorial	2	1.00	2.00
Independent online learning hours			10.00
Private study hours			158.00
Total Contact hours			32.00
Total hours (100hr per 10 credits)			200.00

Private study

Independent Learning
LinkedIn and Coursera video content – 10 hours. Direction to videos from academic and industry experts through LinkedIn Learning and Coursera will be given on the VLE. These will be used as pre-requisites to lectures or to allow for additional insight in areas of particular interest.

Private Study
Each lecture is regarded as a signpost for further reading and enquiry requiring independent study per topic - 50 hours. Digital copies of the lectures will be available on the VLE so that students can review at their own pace. Lectures will be supported by additional material on Minerva.
Formative Online MCQ – 8 hours.
Reflective report and data-set – 20 hours.
Preparation of Essay - 80 hours.

Opportunities for Formative Feedback

There will be opportunities for formative feedback throughout the module.

Seminars will incorporate discussion around lecture and pre-requisite Coursera and LinkedIn Learning material.

Formative MCQ's in weeks 1-5 will provide immediate feedback on understanding and will also be discussed in seminars. They will also enable the lecturer to assess progress of the cohort and individual students and to provide additional support, clarification and feedback where required.

E-lectures will also integrate a Q&A format within the last 20 mins.

A question and answer discussion board will be set up to allow students to ask questions and to see responses as an entire group throughout the semester.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Essay	1,500-2,000 word journal article	80.00
Reflective log	Qualitative and quantitative analysis and reflection of consumer diary and data set maintained for the duration of the module (300-500 word analysis of data)	20.00
In-course MCQ	MCQ	0.00
Total percentage (Assessment Coursework)		100.00

Journal article (1,500-2,000 word) - Students will identify an aspect of consumer behaviour or neuromarketing that is of interest. They will then research, write and present an academic styled journal article critically discussing the topic form an academic and market based perspective. Reflective report - Students will complete a qualitative and quantitative based record of their purchasing habits related to a particular product category e.g. Clothing for the duration of the module. This will be crossed referenced with an aspect of behavioural theory e.g. mood/ online-activity/ stress levels. At the end of the module students will produce a reflective written and visual analysis of this data. (300-500 words plus data) Resit is by Journal article (1,500-2,000 word) only.

Reading list

The reading list is available from the Library website

Last updated: 30/06/2021 16:21:15

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