SHE Level 2
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M2N525487
Module Leader Catherine Canning
School Glasgow School for Business and Society
Subject Fashion Marketing
  • A (September start)

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. Summary of PRME related issues: lectures discuss the issues of materialism, sustainable consumption and ethical consumers in the context of responsible business practice.


Models of consumer behaviour Psychological characteristics of personality, self theory and influence in purchasing decisions Motivation theory 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 Cultures and sub-cultures and the effect of global marketing The availability of resources and their effects; sustainability and global consumption Ethical consumers Fashion choice and innovation Consumer Trends and digital marketing Identification of current issues and the ability to solve marketing problems by consumer research.

Learning Outcomes

On successful completion of this module, the student 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 consumption.3.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 practice.5.Discuss the current issues within the discipline of consumer buyer behaviour including sustainable consumption and ethical consumer behaviour.

Teaching / Learning Strategy

Learning and teaching will be carried out through lectures, guest lectures, case study analysis and student led seminars. Student-centred learning will be encouraged through debate and discussion around key concepts. Students will also engage with video, digital moodboards and creative approaches to targeting consumers. Case studies, journal articles and conference papers will be used as a basis for discussion and debate. Use will be made of GCU Learn to provide additional module material. This module will utilize GCU Learn VLE as a vehicle for on-going learning and assignements. The first assessment will be submitted in week 7 of trimester A. The second assessment will be a group assessment submitted in week 12. Students are provided with formative and summative feedback via assessments.

Indicative Reading

Recommended Reading: Szmigin, I. & Piacentini M. (2018) Consumer Behaviour, Oxford Press, Oxford. Additional Reading: Solomon, Bamossy, Askegaard & Hogg (2016) Consumer Behaviour, a European Perspective 3nd ed, Prentice-Hall, London Belz, F. M. and Peatie, K. (2012) Sustainability Marketing: A Global Perspective, 2nd Edition, John Wiley and Sons. Blackwell, R, Engel, J and Miniard (2005) Consumer Behaviour, South Western, Thomson. Blythe, J (2013) Consumer Behaviour, Thomson Chaffey, D. & Ellis-Chadwick, F. (2015) Digital Marketing, 6th Edition, Pearson Cova, B, Kozinets, R, and Shankar, A (2007) Consumer Tribes, Butterworth-Heinemann. Evans, M, Foxall, G, Jamal, A. (2009) Consumer Behaviour, John Wiley and Sons. Gabriel Y and Lang T (2006) The Unmanageable Consumer, 2nd Edition. Sage. Harrison,R, Newholm, T and Shaw, D. (2005) The Ethical Consumer, Sage Publications Hoyer, W., MacInnes, D. (2012) Consumer Behaviour (International Edition) Jha, R. (2008) Environmental Sustainability: A Consumption Approach, Routledge. Lewis, D & Bridger, D (2001) The Soul of the New Consumer. Nicholas Brealey Publishing Kanuk, L., Hansen, H. (2011) Consumer Behaviour a European Outlook, Prentice Hall, 9th edition. Solomon M, Rabolt, N (2008) Consumer Behaviour in Fashion, Prentice Hall Wagner, S (2003) Understanding Green Consumer Behaviour: A Qualitative Cognitive Approach (Consumer Research and Policy) Recommended Online sources: European Journal of Marketing International Journal of Research in Marketing Journal of Consumer Research Journal of Interactive Marketing Journal of Customer Behaviour Journal of Marketing Journal of Marketing Communications Journal of Marketing Management Journal of Marketing Research Journal of Product and Brand Management

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: Critcal thinking, creatvity and problem solving Time management Oral presentaton and communicaton skills through seminars and individual/ group presentatons Cognitve and reflective skills Independent and group working skills Informaton technology skills

Module Structure

Activity Total Hours
Lectures (FT) 24.00
Independent Learning (FT) 124.00
Assessment (FT) 40.00
Seminars (FT) 12.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 02 n/a 70.00 35% Individual Report (summative report on consumer decision making)
Course Work 01 n/a 30.00 35% Individual Online Tests (continuous assessment, formative & summative)