Modules

Core Module Information
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
Prerequisites

There are no pre-requisites for this module to be added
Description of module content:

You will learn about different ways of understanding how and why people buy and use products, from both traditional and modern viewpoints. This includes looking at personal factors like decision-making, perception, attitudes, personality, self-identity, and motivation, as well as bigger-picture influences such as culture, social groups, and how people interact with others.
Learning Outcomes for module:

Upon completion of this module you will be able to

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.
Full Details of Teaching and Assessment
2025/6, Trimester 2, In Person,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: CRAIGLOCKHAR
Partner:
Member of staff responsible for delivering module: Paul Naughton
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Lecture 24 The Lectures provide insights on the theories, concepts & principles related to important consumer behaviour topics, including consumer perceptions, consumer attitudes, consumer culture and personality.
Face To Face Tutorial 12 The tutorials are related to the content covered in the lectures and entail activity-based tasks. These are interactive sessions. Occasionally you will be expected to prepare work in advance.
Online Guided independent study 164 You will work independently on tasks designed to deepen your understanding of consumer behaviour, supported by structured guidance from your lecturer. You are expected to engage in research beyond lectures and seminars to critically explore key concepts and successfully complete your assessments to a high standard.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Report 25 1~2~3~4 Week 7 , WORDS= 1500 words Working as part of a team, you will demonstrate your understanding of consumer behaviour by applying relevant theories and insights to a practical marketing challenge. Teams will be formed in the tutorials early in the trimester. Your team is required to submit a report that critically explains and justifies your chosen marketing project. The report should clearly describe your chosen project and its objectives. Justify your approach using consumer behaviour theory and secondary research. Demonstrate critical thinking and application of relevant concepts (e.g., perceptions, attitudes, personality).
Oral Presentation 25 1~2~3~4 Week 8 HOURS= 10 Minutes In this assessment, your team will deliver a 10-minute pitch presenting your chosen marketing project to the module leader. This presentation should summarise your project idea and explain the rationale behind your decisions.Use PowerPoint slides to support your pitch. Reference consumer behaviour theory and secondary research to justify your approach. Be engaging, professional, and well-timed.Following your presentation, your team will participate in a short Q&A session to elaborate on your ideas and defend your choices.
Centrally Time Tabled Examination 50 1~2 Exam Period HOURS= 2 hours This online examination is designed to assess your understanding of key theories, concepts, and applications in consumer behaviour, as covered throughout the module. The exam is open book, allowing you to refer to your notes during the assessment. The exam consists of two sections: Section A requires you to answer two essay-style questions (approximately 200-300 words). These questions will test your ability to apply consumer behaviour theories to real-world marketing contexts. Section B presents a short case study based on a contemporary marketing scenario. You will answer a series of structured questions that assess your ability to interpret consumer behaviour in context and apply relevant frameworks.
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
MKT07102 Consumer Behaviour
 

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