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2020/21 Taught Postgraduate Module Catalogue

LUBS5422M Consumer Behaviour Across Cultures

15 creditsClass Size: 500

Module manager: Aulona Ulqinaku

Taught: 1 Jan to 31 May View Timetable

Year running 2020/21

Module replaces

LUBS 5420M Interpersonal Communications across Cultures

This module is not approved as an Elective


One of the main objectives of companies is to deliver successful products and services to their customers. To do so, companies need to understand what it is that consumers want, what it is that they need, why do consumers behave the way they do, and how can companies affect their behaviour into making it more positive. The aim of this module is to help you to investigate and understand ways to inquire why consumers behave the way they do and develop a portfolio of tools that would help you to understand your customers.

To do so, the module combines consumer psychology and decision making and consumer culture approaches to explain and examine consumer behaviour from a marketing perspective. A holistic view of consumption as buying, having and being is explored through the application of concepts and theories from the social sciences with an emphasis on behaviour across cultures.

Learning outcomes
By the end of this course, you will acquire an understanding of the psychological processes that underlie the effectiveness of marketing strategy in termsof impact on consumer behaviour, you will have insights from behavioural science. Specifically on completion of this module students will be able to critically evaluate:
- key constructs and theories in consumer behaviour from a cross-cultural perspective
- the impact of consumption behaviour on marketing practices both globally and nationally
- the impact of cognitive, social and cultural factors on individual consumption

Skills outcomes
On completion of this module students will be able to:
Subject specific skills
- develop research ideas related to consumer behaviour from a cultural perspective
- predict how consumers will react to marketing actions, and solve real-world problems that involve decisions to satisfy consumer needs
- communicate analytical findings on consumption from a range of theoretical viewpoints, with particular attention to its cultural dimensions.
- recommend marketing strategies and tactics impacting on behaviour of consumers from a cross cultural perspective, informed by current academic thinking


Indicative content:
1. Introduction to consumer behaviour
2. Culture and consumer behaviour
3. Perception, attention and emotions
4. Needs, motivations and core values
5. Consumer (and brand) identity and personality
6. Attitudes and consumers' decision-making process
7. Reference groups, social influences
8. Research in consumer behaviour
9. Consumer behaviour outcomes: innovation and resistance
10. Course wrap up and the future of consumer behaviour

Teaching methods

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information

Delivery typeNumberLength hoursStudent hours
Private study hours120.00
Total Contact hours30.00
Total hours (100hr per 10 credits)150.00

Private study

This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.

Opportunities for Formative Feedback

Your teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.

Methods of assessment

Due to COVID-19, teaching and assessment activities are being kept under review - see module enrolment pages for information

Assessment typeNotes% of formal assessment
Essay3,000 words100.00
Total percentage (Assessment Coursework)100.00

The resit for this module will be 100% by 3,000 words coursework.

Reading list

The reading list is available from the Library website

Last updated: 05/01/2021 14:54:08


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