This module provides an introduction to the academic discipline of consumer behaviour. The module will enable students to develop a critical understanding of both historical and contemporary issues in the fields of consumer research and consumer culture. The emphasis is on gaining a deep insight into a number of specific areas as outlined in the course content. The module will provide analytical skills necessary for addressing contemporary consumer concerns occurring in a business context.
The aim of this module is to introduce graduate students to the main social scientific and marketing-based concepts and theories that have been applied to the study of consumer behaviour and consumer culture. Students will be encouraged to engage with the theory in a critical manner and to develop appropriate analytical skills which may be applied to various business and consumer situations
- Introduction to Consumer Society
- Consumer and Brand Communities
- Consuming Culture
- Consuming the Self
- Consumer Well-Being
- Social Norms
- Perception, learning and memory in consumer behaviour
- Qualitative Consumer Research Methods
- Social media research
Lectures, video, class discussion. Throughout the module the students are encouraged to undertake independent reading to supplement and consolidate what is being learnt in class and to broaden their individual knowledge and understanding of the subject. Outside class contact time the students will access material or post contributions to the class intranet website
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 60 |
| Other Assessment(s) | 40 |