SHE Level 2
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M2N520072
Module Leader Catherine Canning
School INTO
Subject INTO
  • A (September start)
  • B (January start)

Pre-Requisite Knowledge

Marketing Fundamentals

Summary of Content

This module will develop the student's appreciation of consumer buying behaviour concepts and deepen their understanding of the ways in which they influence marketing decisions. Taking a multi-disciplinary approach, the module will provide a balance and synthesis of relevant theories, empirical data and examples of current marketing practice. The purpose of the module is to equip students with an understanding and broad based knowledge of the characteristics of consumers and their purchasing behaviour ASSESSMENT: In order to satisfy the assessors in any module, candidates must normally obtain the pass mark as specified by University regulations. For modules assessed by coursework and examination the overall pass mark for the module will be subject to the attainment of a mark of no less than 5% below the overall pass mark in each of the coursework and examination components of the module assessment; in cases where the coursework or examination is compiled from two or more separate elements, the 5% rule applies to the aggregated mark for that component. (See also Appendix 6 paragraph 12 Condition of Entry to Assessments and Assessment Scheme).


Marketing segmentation strategies as a driver to competitive advantage Motivated consumption as a solution to consumer need. Psychological characteristics of personality as evident in purchasing decisions Individual consumer perception in the selection process. The role of attitude theory in marketing The effect of interaction with others and their influence in purchase behaviour The availability of resources and their effects Cultures and sub-cultures and the effect of global marketing Models of consumer behaviour Identification of current issues and the ability to solve marketing problems by consumer research

Learning Outcomes

Students completing this module should be able to:1.Embed the discipline of consumer buying behaviour in an historic setting acknowledging its multi-disciplinary roots.2.Discuss consumer drives using psychological theories as they relate to individual consumption3.Evaluate the influence of social and cultural concepts as they affect the attitudes and behaviours of individuals and groups.4.Understand models of consumer decision making and the connections with good marketing practice5.Discuss the current issues within the discipline of consumer buyer behaviour6.Examine the expanding research focus of consumption behaviour to inform strategic marketing decisions

Teaching / Learning Strategy

The learning and teaching strategy is designed to support the successful achievement of the learning outcomes by providing students with essential knowledge through 2x1 hour lectures and 1x1 hour seminars weekly. The seminars provide formative feedback within class discussions, based on case studies and group activities related to issues within the module. This module will utilize Blackboard VLE as a vehicle for on-going assessment in the form of group submissions and individual interactive problem-solving exercises

Indicative Reading

Recommended Reading: Solomon, Bamossy, Askegaard & Hogg (2006) Consumer Behaviour, a European Perspective 3nd ed, Prentice-Hall, London Alternative Reading: Arnould, Price and Zinkhan (2004) Consumers 2nd ed.McGraw-Hill, NY Blackwell, Miniara and Engel (2001) Consumer Behaviour 9th edition, Dryden Press, Chicago Desmond J. (2003) Consuming Behaviour, Palgrove, Basingstoke, Hampshire Mowen and Minor (2000) Consumer Behaviour 5th edition, Prentice-Hall, London. Also Popcorn F. (1992) The Popcorn Report, Arrow Books, London Journals Journal of Consumer Research Journal of Consumer Behaviour Journal of Consumer Marketing Journal of Consumer Psychology European Journal of Marketing Harvard Business Review Marketing Intelligence and Planning Journal of Marketing Marketing Week Campaign

Transferrable Skills

Critical thinking, creativity and problem solving Time management Oral presentation and communication skills will come through seminars and individual/ group presentations Cognitive and reflective skills Independent and group working skills Information technology through student independent learning on Blackboard

Module Structure

Activity Total Hours
Assessment (PT) 20.00
Directe Study 20.00
Seminars (PT) 12.00
Seminars (FT) 12.00
Lectures (FT) 24.00
Assessment (FT) 20.00
Independent Learning (PT) 124.00
Lectures (PT) 24.00
Independent Learning (FT) 124.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 0.00 75.00 35% Student Groups complete coursework in three stages (25% each)
Coursework 0.00 25.00 35% Individual E-activities: On-line interactive exercises where the student completes 10 of 12 activities (10 points each)