According to the traditional marketing concept, the Consumer is at the heart of all marketing activities. Thus, how consumers and organisations buy, own, consume and dispose of products, brands, marketplace communities, and experiences is the heart of marketing. Consumption is researched by a diverse array of disciplines including economics, anthropology, psychology, sociology and cultural studies, (human) geography, history and linguistics and political science. This interdisciplinarity has brought great depth and complexity to marketing's understanding of consumption.
Although the focus of this module is consumer behaviour, organisational behaviour will also be explored. Students will develop an understanding of how theories relating to consumer and organisation decision-making, and buyer behaviour inform marketing practice. There will be an emphasis on (i) a micro-level analysis, which relates to more immediate or individual aspects of Consumer and organisational buying behaviour; and (ii) the macro-level, relating to how the broader environment and cultural issues influence consumption.
Total contact hours: 24
Private study hours: 126
Total study hours: 150
Main assessment methods
Individual report (2000 words) (80%)
Group Vlog (Short for video blog or video log) (20%).
Reassessment methods
100% coursework through individual report
Szmigin, I.,, and Piacentini, M. (2018) Consumer behaviour. 2e Oxford University Press. (ISBN: 9780198786238)
Solomon, M. R, (2019) Consumer Behaviour: Buying, having and being. 13e London: Prentice Hall (0135225698)
Arnould, E. J., and Thompson, C. J. (Eds.). (2018). Consumer culture theory. Sage. (ISBN 9781526420725)
See the library reading list for this module (Canterbury)
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate an in-depth knowledge and understanding of the nature of consumer behaviour and organisational consumption behaviour.
- Explain and apply principles and theories from psychology, sociology and consumer cultural theory to consumer behaviour and organisational consumption behaviour (where appropriate).
- Show a critical awareness of ethical and social dimensions of consumer behaviour theories for business and wider society.
- Critically evaluate the implications of macro influences such as culture, social class and micro influences such as motivation, learning, perception and attitudes.
- Understand the main psychological and socially orientated perspectives on personality and self.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Communicate effectively to a variety of audiences and/or using a variety of methods
- Demonstrate in-depth problem solving and decisions making skills through the analysis of problems and identification of appropriate solutions
- Apply critical thinking skills, also when working with complex material and utilise resources effectively
- Scan and organise data, extract meaning from information and share knowledge with others to present a logical case/argument
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