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2022/23 Taught Postgraduate Module Catalogue

LUBS5402M Consumer Behaviour

15 creditsClass Size: 350

Module manager: Tao Jiang

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2022/23

Module replaces

LUBS 5400M Consumer Behaviour and Mass Communications

This module is not approved as an Elective


This module aims to provide an insight into consumer behaviour from cognitive, social and cultural theoretical perspectives, and show 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 critically evaluate:
- consumer consumption from different theoretical perspectives
- key issues in consumer studies domain
- how consumption behaviour relates to marketing management and analyse consumer behaviour using a range of frameworks and concepts
- company marketing practices from consumer behaviour perspective

Skills outcomes
Upon completion of this module students will be able to:
Subject specific
- Apply knowledge of the discipline to make recommendations to improve marketing strategies and practice
- Develop a detailed analytical profile of consumers and consumption in a given market context
- Critically appraise business activities and present logical arguments
- Identify how cognitive, social, cultural and situational factors have influenced their own consumption


Indicative content
1. Welcome to the fascinating world of consumers
2. Consumer decision making process
3. Motivation and values
4. Perception, learning and memory
5. Attitude
6. Consumer identity
7. Consumer decision making
8. Reference group and family
9. Culture and consumer behaviour
10. Consumer behaviour outcomes: innovation and resistance, symbolic consumption
11. Consumer behaviour research

Teaching methods

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

Assessment typeNotes% of formal assessment
Assignment3,000 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: 29/04/2022 15:28:10


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