Module Details

BE515-5-SP-CO: Consumer Behaviour

Note: This module is inactive. Visit the Module Directory to view modules and variants offered during the current academic year.

Year: 2016/17
Department: Essex Business School
Essex credit: 15
ECTS credit: 7.5
Available to Study Abroad / Exchange Students: Yes
Full Year Module Available to Study Abroad / Exchange Students for a Single Term: No
Outside Option: Yes
Pre-requisites: BE400 OR IA711
Co-requisites:
Pre- or co-requisites: BE511

Staff
Supervisor:
Teaching Staff: tbc
Contact details:

Module is taught during the following terms
Autumn Spring Summer

Module Description

Emerging as a sub discipline of marketing in the early 1930s consumer behaviour is now seen as a vibrant interdisciplinary subject in its own right The study of consumer behaviour is of central importance for marketing managers. This is due to the long term requirement that organisations should satisfy their consumers needs, wants and desires if they are to make sufficient profit to remain in business This can be achieved by organisations understanding their customers requirements and providing products or services that satisfy them

BE515 provides an introduction to the study of consumer behaviour aiming to provide an overview of consumer behaviour in contemporary culture The approach taken examines all aspects of consumer behaviour and consumption including the acquisition, use and disposal of a variety of products services and ideas. The course however is not limited to consumer behaviour in the strictest sense of the term instead attention will also be focused on what consumers think and feel whether this is ultimately related to buying behaviour or not in order to provide a broad overview of the multiple ways in which consumer behaviour can be understood

Learning and Teaching Methods

Assessment

40 per cent Coursework Mark, 60 per cent Exam Mark

Exam Duration and Period

2:00 during Summer Examination period.

Other information

Module Aims

To provide an introduction to a wide range of theories about consumer behaviour and consumption
To introduce the history of consumer behaviour and its importance for marketing management, while acknowledging the importance of its subject matter for contemporary society
To emphasise that consumer behaviour is a multifaceted phenomena both theoretically and in practice
To prepare students for more advanced study in consumer behaviour and marketing

Module Outcomes

After completing this module students should

Be able to identify and explain key consumer behaviour theories and their relationship to practice
See consumer behaviour as a complex phenomena worthy of study for managerial purposes and in its own right
Have acquired the knowledge necessary for further advanced study on marketing and consumer behaviour courses

Further information