Artificial Intelligence (3 Years) [BSc]
Consumers and Markets
|Unit level:||Level 3|
|Teaching period(s):||Semester 2|
|Offered by||Alliance Manchester Business School|
|Available as a free choice unit?:||Y
- BMAN30021 - Marketing (Compulsory)
- BMAN20832 - Marketing (Compulsory)
Additional RequirementsBMAN31752 has pre-requisites of BMAN20832 or BMAN30021.
Pre-requisite course units have to be passed by 40% or above at the first attempt unless a higher percentage is indicated within this course outline.
This course aims to provide students with an understanding of consumer behaviour. It aims to create awareness and understanding of some of the influences on consumption behaviour/consumer decision making, and stresses the importance of how such awareness/understanding can be useful to current marketing practice.
Consumer behaviour is a central concept to marketing. Consumer behaviour involves much more than simply buying things and this course unit explores the consumption of individuals and groups. The course will investigate, through a series of weekly lectures, the many influences on our consumption (e.g. culture, the family, media/advertising, self concept). Such influence can, however, work in both positive and negative ways - themes which will be addressed throughout the course unit. The course will also discuss how we can develop our understanding of consumer behaviour through research, and incorporates the contemporary topic of consuming in a digital world.
Teaching and learning methods
The course will be delivered through a series of lectures.
Guest lecturers from varying industry sectors will (subject to their availability) contribute to the delivery of syllabus.
Total study hours: 100 hours split between lectures, classes, self study and preparation for classes, coursework and examinations
Students should be able to:
- Define and illustrate the main components of consumer behaviour.
- Analyse the inter-relationship between internal and external influences on consumer behaviour.
- Be able to evaluate marketing activities in behavioural frameworks.
- OtherConsumer behaviour drives the economy, so there is a real need to understand consumption behaviours (and the many influences on such behaviour). Students will gain insight, on a practical level, on how theory is put in to practice to appeal to consumers ¿ and real life examples will be used to demonstrate the value that studying consumer behaviour brings to marketing practice.
- Written exam - 100%
- Course introduction; The Self Concept
- Consumer Decision Making in Contemporary Society
- Consumer Motivation, Values and Lifestyle
- Learning and Memory
- Culture and Consumer Behaviour
- Consumer Research
- Consumer Behaviour in a Digital Age
- Ethical Consumption
- Group Influence and Group Behaviours
Sethna, Z. & Blythe, J. (2016), Consumer Behaviour, 3rd Edition, Sage.
Additional readings will be posted for each lecture topic.
Formative feedback will be given to students through a series of online, formative, multiple choice tests.
- Lectures - 20 hours
- Independent study hours - 80 hours