| CODE | MRK2051 | ||||||||||||
| TITLE | Consumer Behaviour | ||||||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||||||||
| MQF LEVEL | 5 | ||||||||||||
| ECTS CREDITS | 4 | ||||||||||||
| DEPARTMENT | Marketing | ||||||||||||
| DESCRIPTION | This study-unit provides students with a managerial perspective on consumer behaviour, focusing on how individuals and groups make consumption decisions and how these decisions are shaped by psychological, social, and cultural influences. Topics covered include the internal dynamics of the consumer such as perception, learning, memory, motivation, personality, and attitudes. These are examined alongside external factors like reference groups, family, social class, and culture. The study-unit also explores the consumer decision-making process in both individual and household contexts, preparing students to apply behavioural insights to strategic marketing decisions. Study-unit Aims: The study-unit aims to build a broad and integrated understanding of consumer behaviour from various perspectives, including cultural and interdisciplinary viewpoints. Students will learn to identify consumption patterns and underlying motives, understand how marketing research and strategy are informed by behavioural insights. Students will also develop the ability to design and assess marketing strategies that effectively engage consumers. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Describe key concepts related to consumer perception, learning, motivation, personality, and attitude formation; - Explain how social and cultural factors, including family, reference groups, social class, and culture, influence consumer behaviour; - Identify differences in consumer behaviour across cultural contexts; - Outline the stages in the consumer decision-making process for both individual and household consumers; - Discuss how consumer behaviour theories apply to marketing practice. 2. Skills: By the end of the study-unit the student will be able to: - Apply basic research methods to investigate consumer behaviour in a business context; - Analyse consumer behaviour data to identify patterns and inform marketing decisions; - Develop practical measures for assessing customer satisfaction within an organisation; - Evaluate the relevance and applicability of contemporary consumer behaviour research to real-world marketing problems; - Design small-scale consumer studies to support decision-making in marketing strategy. Main Text/s and any supplementary readings: Core Textbook: - Evans, M. J., Jamal, A., & Foxall, G. R. (2009). Consumer behaviour. John Wiley & Sons. - Solomon, M.R. (2019). Consumer Behaviour - Buying, Having, and Being, 13th edition. Pearson. |
||||||||||||
| STUDY-UNIT TYPE | Lecture, Seminar and Workshop | ||||||||||||
| METHOD OF ASSESSMENT |
|
||||||||||||
| LECTURER/S | Mark Aquilina Antonietta Rosiello |
||||||||||||
|
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. |
|||||||||||||