This module provides the learner with an opportunity to engage with key theoretical contributions and debates from the multi-disciplinary field of consumer behaviour and consumption studies more broadly. The module aims to develop an appreciation of the role of Consumer Behaviour in the development of marketing strategy. The module examines contemporary thinking taking place at the intersection of consumption, culture and markets while examining how this thinking has evolved and changed over time. Learners will engage with the Consumer Culture Theory (CCT) perspective to explore the socio-historic patterning of consumption, consumption and identity, the role of marketplace cultures and the impact of overconsumption on the global environment. Learners will also engage with the underpinnings of consumer psychology and behavioural economics and how they apply to marketing contexts. Learners will develop team-based skills and enquiry-based competencies through critical examination of the landscapes and discourses of consumer cultures. Learners will create their own digital artefacts to communicate research findings and action-oriented responses to the module content.
As above
Sociology of Consumption
Mapping the academic development, paradigm shifts and key thinkers characterising consumer and consumption oriented studies from the turn of the 20th century through to the present day. This will serve to provide context to a focus on the intersection between consumption, culture and markets.
Consumers as Social Actors
Exploring ideas about the construction of selves and identities in mediated consumer landscapes, culture and social mobility.
Geographies of Consumption
Consumer culture in a global context, consumer landscapes, Sustainable Development Goal (SDG) Framework, SDG#12 Consumption and Production, Overconsumption.
Politics of Consumption
Exploring the problematic binary between consumption and citizenship, beyond consumer capitalism –alternative frameworks for sustainable development, social activism, purpose disruptors.
Consumer Research
Qualitative research theories, tools and practices.
Behavioural Economics
Rationality, Irrationality, Rationalisation, Biases, Applications.
Consumers as Individuals
Drive, Motivation and HedonismAttitude Formation and Change
A flipped classroom mode of teaching and learning is utilised. Learners are introduced to prescribed texts and other resources in advance of class and class time is utilised for discussion, peer-based learning, workshop-based activities, presentations and guest lectures. The Virtual Learning Environment Brightspace is used to facilitate online discussion, sharing of resources and assignment submission. Students are required to attend all classes, read prescribed material in advance of classes, engage in group work, undertake independent reading and participate fully in class discussions in order to create an interactive learning experience. The module assessment strategy will comprise formative feedback which informs learners as to how they could improve an assignment before submission and summative feedback which consists of a mark for assessed work. Evaluation rubrics are used to specify scoring criteria for assignments.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |