| CODE | CRC5580 | |||||||||
| TITLE | Consumer Buying Behaviour | |||||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | |||||||||
| MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 6 | |||||||||
| DEPARTMENT | Corporate Communication | |||||||||
| DESCRIPTION | This study-unit seeks to provide students with knowledge of how consumers go about making decisions about what is being consumed, how this affects their self and social identity, and the implications for marketing practitioners, public policy makers and consumers themselves. Decision-making processes are observed from an inter-disciplinary perspectives, including psychology, sociology and business theory. Successful marketing practice depends on how well marketers understand consumer behaviour. Students will be encouraged to critically evaluate the psychological and sociological processes that consumers undergo during their decision-making process. The psychological topics covered in the study-unit are motivation, perception, learning as well as attitudes, while the sociological topics include the influences of the family, friends, social class and culture on decision-making. Study-Unit Aims: - To introduce the interdisciplinary nature of consumer behaviour at the crossroads of psychology, sociology, information technology and marketing thought. - To explore how principles from these disciplines are being adopted in all spheres of marketing practice in order to influence consumer choice. - To enable students to develop a thorough understanding of how consumers go about making their purchase decisions, and what major factors influence them. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Apply the theoretical principles of human behaviour to better understand how consumers evaluate, purchase, use and dispose of goods and services. - Analyse the relationship between psychological and social drivers behind consumer behaviour and marketing. - Critically evaluate theories pertaining to the consumer decision-making process. - Apply consumer behaviour principles within a variety of marketing contexts. 2. Skills: By the end of the study-unit the student will be able to: - Critically evaluate and communicate their thinking regarding these principles in a manner which is appropriate for a business environment, both individually and in groups. - Apply and demonstrate theories to real world marketing situations by profiling and identifying marketing segments. - Apply and enhance abilities to input this knowledge in the marketing planning process, particularly in market segmentation, positioning, and marketing mix development. Main Text/s and any supplementary readings: Michael Solomon, Consumer Behavior: Buying, Having, and Being, Global Edition, 12th Edition, Jun 2017, Paperback, 632 pages. ISBN13: 9781292153100 ISBN10: 1292153105 |
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| STUDY-UNIT TYPE | Lecture | |||||||||
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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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