Module title: Consumer Behaviour

SCQF level: 07:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT07102
Module leader: Paul Naughton
School The Business School
Subject area group: Marketing Sales and Entrepreneurship

There are no pre-requisites for this module to be added

2019/0, Trimester 2, Face-to-Face, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Paul Naughton
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
The core text will be central in the LTA approach with end of chapter questions, case studies (European and Asian) and web links. The student will be guided through the texts in the lectures and tutorials. The key feature of the approach adopted is the collaborative learning that takes place through the group-work. Additional material will be used as and when appropriate.

Employability Skills are in evidence throughout the module; in tutorials the ability to reason/discuss, in the group research project the ability to work closely and constructively with others, analyse data and present orally and written.

Scholarship and Teaching Scholarly journal articles and readings related to consumption. The central focus throughout the teaching will be on building student confidence with respect to the collection and weighing of evidence, presenting an argument and the application and use of statistical tests in consumption behaviour. A text and instructors manual written by the module leader (Marketing: an analytical perspective, Prentice Hall, 1997) will be used as support material for tutorials and both pieces of assessment. Additionally students will be encouraged to draw on and integrate material from other disciplines where apposite.

Formative Assessment:
The formative assessment will involve examining and discussing in the tutorials a number of short questions related to the topics covered in the lectures each week. The questions will be similar to type of questions asked in the individual exam and therefore provide useful preparation for the final exam. They are also the types of questions that need to be considered in the group research project. Students will be required to prepare sample answers before the tutorial and then discuss their answers within class groups and with the tutor during the tutorial. At the end of each tutorial example answers to the questions will be uploaded on Moodle.

Summative Assessment:
The summative assessment will entail two components.
1. A group research project consisting of a report (1500 words) and an oral presentation on a contemporary consumer behaviour issue related to one of the topic areas (e.g. personality & self; attitude etc.) chosen by the students and submitted mid-module (LOs 1-4).
2. An individual exam held at the end of the trimester, which relates to all the content presented in the module (LOs 1-2).

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 24
Face To Face Practical classes and workshops 12
Independent Learning Practical classes and workshops 164
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 25 1-4 7 HOURS= 0, WORDS= 1500
Oral Presentation 25 1-4 8 HOURS= 0, WORDS= 0
Centrally Time Tabled Examination 50 1-2 14/15 HOURS= 2, WORDS= 0
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Description of module content:

This module examines classical and contemporary approaches to understanding consumption and consumer behaviour, including the micro view of consumption (decision making & involvement, perceptual processes, attitudes theory, personality, self and motivation) and the macro-view of consumption (culture, groups & social processes).

Learning Outcomes for module:

LO1: Appreciate the significance of classical and contemporary perspectives of consumer behaviour.
LO2: Demonstrate knowledge and understanding of the major influences on consumer behaviour.
LO3: Learn about consumers through the application of quantitative/qualitative research.
LO4: Work effectively in a group for the purpose of undertaking a research project and reporting both written and orally.

Indicative References and Reading List - URL:

Please contact your Module Leader for details
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