Consumers in Global & Digital
Run by Bangor Business School
15 Credits or 7.5 ECTS Credits
Organiser: Prof Louise Hassan
Overall aims and purpose
This module will introduce students to the main theories which purport to explain consumer behaviour from the perspective of gaining an understanding of the consumer as an individual as well as how consumers are influenced by their cultural environment. Given that the internet has become an essential part of modern day life this module will provide students with an understanding of how consumer behaviour is impacted as a result of changes in the way goods and services are marketed and sold online. This module also examines the critical issues and trends whereby the internet has changed consumer behaviour spanning across traditional/geographic boundaries.
Introduction to consumer behaviour across cultures; The consumer as an individual part 1; The consumer as an individual part 2; The consumer as an individual part 3; Consumer decision-making; The role and impact of culture in consumer behaviour; The digital marketplace and its impact on consumers; Digital consumer behaviour theory; New trends in digital marketing.
Satisfactory standard: 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.
Average Standard: 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.
High Standard: 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.
Excellent standard: An outstanding performance, exceptionally able. 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.
Demonstrate a thorough understanding of and be able to critically evaluate consumer behaviour theories and concepts and their application across cultures.
Demonstrate a thorough understanding of a wide-range of cultural theories and critically evaluate how they might influence individual behaviour.
Critically analyse the impact of the digital marketplace on consumers and consumer behaviour.
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Teaching and Learning Strategy
One three hour lecture per week which will incorporate short class exercises and presentations from students.
- 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
- Presentation - Able to clearly present information and explanations to an audience. Through the written or oral mode of communication accurately and concisely.
- Argument - Able to put forward, debate and justify an opinion or a course of action, with an individual or in a wider group setting
Courses including this module
Compulsory in courses:
- N5AD: MBA International Marketing year 1 (MBA/IM)
Optional in courses:
- N1BJ: MA Business and Marketing (with Incorporated Pre-Masters) year 1 (MA/BMK1)
- N1AV: MA Business and Marketing year 1 (MA/BUSMRK)
- N1AX: MA Business with Consumer Psychology year 1 (MA/BUSPSY)
- N1BL: MBA International Business (with Incorporated Pre-Masters) year 1 (MBA/IBUS1)
- N1BG: MBA International Business year 1 (MBA/INTBUS)
- N1AY: MSc Business with Consumer Psychology year 1 (MSC/BUSPSY)
- C8CM: MSc Consumer Psychology with Business year 1 (MSC/CPSBUS)