| CODE | MRK1101 | ||||||||||||
| TITLE | Consumer Behaviour | ||||||||||||
| UM LEVEL | 01 - Year 1 in Modular Undergraduate Course | ||||||||||||
| MQF LEVEL | 5 | ||||||||||||
| ECTS CREDITS | 5 | ||||||||||||
| DEPARTMENT | Marketing | ||||||||||||
| DESCRIPTION | This study-unit helps participants to obtain a usable managerial understanding of Consumer Behaviour and emphasises three main areas of study: - The internal dynamics of the consumer (perception, attitude, learning and memory, motivation and values, personality and lifestyles and interactive communications); - The consumer in the social and cultural settings (reference groups, the family, culture and sub-cultures); - The consumer's decision-making process. Study-unit Aims: - To develop an awareness of meanings in consumption, consumption behaviour patterns and motives; - To develop an understanding of peoples' consumption-related behaviours; - To develop and evaluate marketing strategies intended to influence consumption behaviours. Learning Outcomes: 1. Knowledge & Understanding By the end of the study-unit the student will be able to: - Define consumer motivation; - List the relationship between personality and consumer behaviour; - Recognise the importance of consumer perception; - Describe consumer learning and decision making; - Review consumer attitude formation and change. 2. Skills By the end of the study-unit the student will be able to: - Demonstrate both intellectual/cognitive and research skills about consumer marketing for use in employment; - Develop measures to elicit customer satisfaction for participant's own business or employment; - Apply consumer behaviour theory in the marketing of consumer products in own business or employment. Main Text/s and any supplementary readings: Core Textbook: - Evans, M. J., Jamal, A., & Foxall, G. R. (2009). Consumer behaviour. John Wiley & Sons. Supplementary Text: - Schiffman L.G. & Kanuk L.L. 10th Edition (2010). Consumer Behaviour. Essex, England: Pearson Education Limited. - Solomon, M.R. (2006). Consumer Behaviour - Buying, Having and Being 7th edition New Jersey: Pearson Prentice Hall. |
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| STUDY-UNIT TYPE | Lecture | ||||||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Mark Aquilina |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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