Understanding Consumer Behaviour - BUSN7380

Looking for a different module?

Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2024 to 2025
Spring Term 5 15 (7.5) Katie Casey checkmark-circle


Consumer Behaviour is a critical exploration of the dynamics of how consumers and organisations engage with products and services. Society, culture, identity and psychology all influence consumer habits. So, what can marketers learn from the social and cultural world?

You'll learn why consumers from different backgrounds react uniquely to the same products, what drives the consumption patterns of individuals and groups, and how culture shapes our buying decisions. You'll unravel the social and cultural tapestries of consumers and gain the insights needed to connect, engage and succeed in a global marketplace. By embracing a wide spectrum of philosophical and research perspectives, you’ll gain a multifaceted understanding and critical thinking skills, greatly enhancing your employability and preparing you to tackle complex problems and adapt to diverse professional environments.


Contact hours

Private Study: 128
Contact Hours: 22
Total: 150

Method of assessment

Main assessment methods
Group Presentation (20%)
VLE Test - online (20%)
Individual Written Assessment (2000 words) (60%)

Reassessment methods
100% coursework

Indicative reading

See the library reading list for this module (Canterbury)

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- demonstrate knowledge and understanding of the nature of the consumer and contemporary perspectives of consumer behaviour.
- understand the role of culture, consumer culture and changing social patterns in consumer behaviour.
- understand the contributions that concepts and theories (learning theories, identity and motivational theory) in psychology make to understanding consumer behaviour.
- demonstrate knowledge and understanding of ethical and dark consumption and to develop critical thinking in the field of consumer behaviour.
- demonstrate understanding of organisational decision-making processes
- understand sociological approaches to a variety of individual and collective consumer behaviours.

The intended generic learning outcomes.
On successfully completing the module students will be able to:
- demonstrate self-management skills
- exercise personal responsibility and decision-making
- work in interdisciplinary areas
- identify, analyse, and address both academic and practical problems
- communicate effectively to a variety of audiences and/or using a variety of methods.


  1. Credit level 5. Intermediate level module usually taken in Stage 2 of an undergraduate degree.
  2. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  3. The named convenor is the convenor for the current academic session.
Back to top

University of Kent makes every effort to ensure that module information is accurate for the relevant academic session and to provide educational services as described. However, courses, services and other matters may be subject to change. Please read our full disclaimer.