Run by Bangor Business School
20.000 Credits or 10.000 ECTS Credits
Organiser: Dr Long Vo
Overall aims and purpose
To explore why people buy things, and examine how products, services, and consumption activities contribute to shape people's lives. To understand theories, concepts, and models that help to explain consumer behaviour and why these are relevant to marketing practice.
The module will cover consumer decision-making including the use of decision rules. The module will focus on understanding the consumer as an individual, including topics such as learning, attitudes, identity, emotions, and personality. But the module will also concern group behaviour and the role of culture in shaping consumption. Finally, it is important to consider the impact of marketing activities on consumers' well-being.
B- to B+ (60-69%): Very good performance Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.
A- to A+ (70%+): Outstanding performance. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.
D- to D+ (40-49%): No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives.
C- to C+
C- to C+ (50-59%): Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.
Demonstrate an understanding of the effect of culture and the role of culture in shaping consumer behaviour.
Assess and critique how businesses can gain insight into consumer behaviour by the application of theories, models and concepts.
Appraise the linkages between different consumer behaviour theories, models, and concepts across topic areas.
Apply different consumer behaviour theories, models, and concepts.
Apply appropriate consumer behaviour concepts, models, and theories to develop a brand.
Teaching and Learning Strategy
|Practical classes and workshops||
The main focus of the workshops will be on longer group-based exercises that will build on from lecture content and allow an in-depth and practical focus of theory in practice.
Interactive lectures with videos and short discussions.
Reading the core textbook and preparing for assessments and workshops.
Opportunity to discuss questions and feedback with the lecturer in timetabled one-to-one slots. Drop-in sessions that are timetabled.
- Literacy - Proficiency in reading and writing through a variety of media
- Self-Management - Able to work unsupervised in an efficient, punctual and structured manner. To examine the outcomes of tasks and events, and judge levels of quality and importance
- Exploring - Able to investigate, research and consider alternatives
- Information retrieval - Able to access different and multiple sources of information
- Inter-personal - Able to question, actively listen, examine given answers and interact sensitevely with others
- Critical analysis & Problem Solving - Able to deconstruct and analyse problems or complex situations. To find solutions to problems through analyses and exploration of all possibilities using appropriate methods, rescources and creativity.
- Management - Able to utilise, coordinate and control resources (human, physical and/or financial)
- Argument - Able to put forward, debate and justify an opinion or a course of action, with an individual or in a wider group setting
- Self-awareness & Reflectivity - Having an awareness of your own strengths, weaknesses, aims and objectives. Able to regularly review, evaluate and reflect upon the performance of yourself and others
Subject specific skills
- Problem solving and critical analysis: analysing facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions.
- Research: the ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making.
- Commercial acumen: based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty.
- Innovation, creativity and enterprise: the ability to act entrepreneurially to generate, develop and communicate ideas, manage and exploit intellectual property, gain support, and deliver successful outcomes.
- Articulating and effectively explaining information.
- Communication and listening including the ability to produce clear, structured business communications in a variety of media.
- Conceptual and critical thinking, analysis, synthesis and evaluation.
- Self-management: a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.
- Self reflection: self-analysis and an awareness/sensitivity to diversity in terms of people and cultures. This includes a continuing appetite for development.
The ability to gauge and assess consumer perceptions and behaviour to extract customer insights.
Talis Reading listhttp://readinglists.bangor.ac.uk/modules/asb-2116.html
Solomon, M. R. (any year/edition). Consumer Behavior: Buying, having, and being. Pearson: Essex, England.
Pre- and Co-requisite Modules
Courses including this module
Compulsory in courses:
- R1N1: BA French with Marketing year 2 (BA/FRMKT)
- R2N1: BA German with Marketing year 2 (BA/GERMKT)
- N5R3: BA Marketing with Italian year 2 (BA/MKITAL)
- N5R1: BA Marketing with French year 2 (BA/MKTFR)
- NR51: BA Marketing and French (4 year) year 2 (BA/MKTFR#)
- N5R6: Marketing with French with International Experience year 2 (BA/MKTFRIE)
- N5R2: BA Marketing with German year 2 (BA/MKTGER)
- NR52: BA Marketing and German (4 year) year 2 (BA/MKTGER4)
- NR53: BA Marketing and Italian (4 year) year 2 (BA/MKTITAL)
- NR54: BA Marketing and Spanish (4 year) year 2 (BA/MKTSP)
- N5R4: BA Marketing with Spanish year 2 (BA/MKTSP#)
- R4N5: BA Spanish with Marketing year 2 (BA/SPMKT)
- N503: BSc Marketing (Bangor International College) year 2 (BSC/BICMRK)
- N2N5: BSc Business Management and Marketing year 2 (BSC/BMM)
- N2NC: BSc Business Man & Marketing (4 yr with Incorp Foundation) year 2 (BSC/BMM1)
- N5NF: BSc Business Management and Marketing year 2 (BSC/BMMF)
- N5NP: BSc Business Management and Marketing with Placement Year year 2 (BSC/BMMP)
- NNM1: BSc Business Studies & Marketing with Intl Experience year 2 (BSC/BSMIE)
- NN1M: BSc Business Studies and Marketing year 2 (BSC/BSMKT)
- NN1K: BSc Business Studies & Marketing (4 year with Incorp Found) year 2 (BSC/BSMKT1)
- N501: BSc Marketing year 2 (BSC/MKT)
- N50B: BSc Marketing (4 year with Incorporated Foundation) year 2 (BSC/MKT1)
- N50F: BSc Marketing year 2 (BSC/MKTF)
- N50P: BSc Marketing with Placement Year year 2 (BSC/MKTP)
- N5C8: BSc Marketing with Psychology year 2 (BSC/MP)
- C6N5: BSc Sport Science & Marketing year 2 (BSC/SSM)
- CN5P: Sport Science and Marketing with Placement Year year 2 (BSC/SSMP)
Optional in courses:
- N107: BA Business year 2 (BA/BUS)
- N109: BSc Bus Analytics w Financial Tech year 2 (BSC/BAFT)
- L190: BSc Business Economics year 2 (BSC/BEC)
- L19B: BSc Business Economics (4 year with Incorporated Foundation) year 2 (BSC/BEC1)
- L19F: BSc Business and Economics year 2 (BSC/BECF)
- L191: BSc Business Economics with International Experience year 2 (BSC/BECIE)
- L19P: BSc Business Economics with Placement Year year 2 (BSC/BECP)
- L192: BSc Business Economics (Bangor International College) year 2 (BSC/BICBE)
- IN00: BSc Computer Information Systems for Business year 2 (BSC/CISB)
- IN0B: BSc Computer Information Sys for Bus (4 year w Incorp Found) year 2 (BSC/CISB1)
- IN02: BSc Computer Information Systems for Business (Franchised) year 2 (BSC/CISBF)