Run by Bangor Business School
20 Credits or 10 ECTS Credits
Organiser: Prof Louise Hassan
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+) In addition to the category C- to C+, able to recognise the limitations of consumer behaviour theories, models, and concepts.
(A- to A*) In addition to the good category (B- to B+), demonstration of reflection on the literature in the course of lectures and assessments; ability to demonstrate understanding of the linkages between different theories, models, and concepts; novelty in the application of theories, models, and concepts within branding.
(D- to D+) Ability to recognise the fundamentals of consumer behaviour.
C- to C+
(C- to C+) In addition to the threshold category (D- to D+), demonstration of an ability to apply relevant consumer behaviour models to situations.
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.
|CLASS TEST||Class test||
One hour test comprising short answers and MCQ
You are required to write a report that applies theories, models, or concepts that you have learnt during the module to the development of a new brand. You will be given a brand scenario and must reflect on 5 theories, models, or concepts that you will apply to understand the brand. You will be asked to reflect on developing the brand in two countries that vary on at least one cultural factor.
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.
Opportunity to discuss questions and feedback with the lecturer in timetabled one-to-one slots. Drop-in sessions that are timetabled.
Reading the core textbook and preparing for assessments and workshops.
- 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.
Talis Reading listhttp://readinglists.bangor.ac.uk/modules/asb-2116.html
Pre- and Co-requisite Modules
Courses including this module
Compulsory in courses:
- NN15: BA Business Studies and Marketing year 2 (BA/BSM)
- 8N60: BA Business Studies and Marketing (with International Exp) year 2 (BA/BSMIE)
- N500: BA Marketing year 2 (BA/MK)
- N5R3: BA Marketing with Italian year 2 (BA/MKITAL)
- N5R1: BA Marketing with French year 2 (BA/MKTFR)
- N5R2: BA Marketing with German year 2 (BA/MKTGER)
- N5R4: BA Marketing with Spanish year 2 (BA/MKTSP#)
- N503: BSc Marketing (Bangor International College) year 2 (BSC/BICMRK)
- 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)
Optional in courses:
- L190: BSc Business Economics year 2 (BSC/BEC)
- L19B: BSc Business Economics (4 year with Incorporated Foundation) year 2 (BSC/BEC1)
- L191: BSc Business Economics with International Experience year 2 (BSC/BECIE)
- L192: BSc Business Economics (Bangor International College) year 2 (BSC/BICBE)