BE515-6-AU-CO:
Consumer Behaviour
2021/22
Essex Business School
Colchester Campus
Autumn
Undergraduate: Level 6
ReassessmentOnly
Thursday 07 October 2021
Friday 17 December 2021
15
27 April 2020
Requisites for this module
(BE400 or IA711) and BE511
(none)
(none)
(none)
(none)
MMANNN35 Marketing and Management,
MMANNN36 Marketing and Management (Including Placement Year),
MMANNN37 Marketing and Management (Including Year Abroad)
In contemporary culture the need for marketers to be flexible and adaptable to the rapidly changing world is ever growing. As competition in markets grows and consumers make ever more demands on the companies from which they choose to purchase, marketers must be increasingly sensitive to consumers.
The module explores a variety of different theories of consumption relating to consumption in the marketplace, consumers as individuals, consumers as decision makers and consumers as social beings. The module will go beyond looking at the act of buying to consider the entire consumption cycle.
This module explores how an understanding of buyer behaviour plays an essential role in marketing strategy formulation as we consider how marketers use and apply consumer behaviour theory. Given that consumption has an increasingly important role in our daily lives, students will also be encouraged to draw on their own experiences to aid understanding of the theoretical content of the class.
To provide students with a thorough understanding of the main theories and principles of consumer behaviour, and to show how these concepts relate to the practice of marketing.
Module Learning Outcomes
On successful completion of the module, students will be able to:
1. Identify and explain key consumer behaviour theories and their relationship to practice.
2. Understand consumer behaviour as complex phenomena worthy of study for managerial purposes and in its own right.
3. Apply the knowledge necessary for further advanced study on marketing and consumer behaviour courses.
Skills for Your Professional Life (Transferable Skills)
By the end of the module you should be able to:
* Think Critically
* Approach and solve problems creatively
* Reflect on their own practice in relation to marketing
This module will encompass weekly one-hour lectures and biweekly two-hour seminars. Lecture sessions will provide space for student participation through in-class discussion and debate.
This module does not appear to have a published bibliography for this year.
Assessment items, weightings and deadlines
| Coursework / exam |
Description |
Deadline |
Coursework weighting |
| Exam |
Main exam: 120 minutes during January
|
Exam format definitions
- Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
- In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
- In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
- In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary,
for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.
Your department will provide further guidance before your exams.
Overall assessment
Reassessment
Module supervisor and teaching staff
Dr Stephen Murphy, email: sjmurphy@essex.ac.uk.
Stephen Murphy, Neeru Malhotra, Hesam Nayeri
ebsugcol@essex.ac.uk
No
No
No
Mr Ben Lowe
University of Kent
Professor of Marketing
Available via Moodle
Of 50 hours, 50 (100%) hours available to students:
0 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).
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