MKF5463 - Advanced buyer behaviour - 2019

This unit allows you to engage deeply with questions about consumers and consumption. How do consumers make purchase decisions? What makes them satisfied with their consumption experience? And what role does consumption play in consumers' lives? We will also address the question how to best obtain useful knowledge about consumers and consumption. The unit aims to develop your ability to critically examine key concepts and theories in consumer behaviour and to explore how they could be successfully applied in marketing.

The learning goals associated with this unit are to:

1. describe, identify and critically assess the role and contribution of main paradigms in the social and behavioural disciplines to the field of buyer/consumer behaviour and marketing decision making
2. analyse and critically assess the nature of explanation from a range of perspectives
3. analyse selected topics from the current consumer behaviour literature from different and multidisciplinary perspectives and critically compare and evaluate these perspectives
4. apply selected concepts and theories from the consumer behaviour literature to marketing problems
5. critically evaluate the usefulness of some of the core concepts in the consumer behaviour literature for marketing practice.

Within semester assessment: 60% + Examination: 40%

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information