CONSUMER BEHAVIOUR - 2021/2
Module code: MANM047
In light of the Covid-19 pandemic the University has revised its courses to incorporate the ‘Hybrid Learning Experience’ in a departure from previous academic years and previously published information. The University has changed the delivery (and in some cases the content) of its programmes. Further information on the general principles of hybrid learning can be found at: Hybrid learning experience | University of Surrey.
We have updated key module information regarding the pattern of assessment and overall student workload to inform student module choices. We are currently working on bringing remaining published information up to date to reflect current practice in time for the start of the academic year 2021/22.
This means that some information within the programme and module catalogue will be subject to change. Current students are invited to contact their Programme Leader or Academic Hive with any questions relating to the information available.
Consumer Behaviour is evident in everyday life, therefore knowledge and understanding of this subject can be beneficial to personal decision-making as well as to marketing and strategy formulation, both in offline and online environments. This module is taught in 3-hour workshops, which give students the opportunity to explore theories and leading-edge research findings and apply knowledge by conducting small group discussion and/or activities. This module requires students’ active participation. The 3-hour workshop format follows a repetitive structure that aids the assessment strategy.
Surrey Business School
STAVRAKI Georgia (SBS)
Number of Credits: 15
ECTS Credits: 7.5
Framework: FHEQ Level 7
JACs code: N500
Module cap (Maximum number of students): N/A
Overall student workload
Workshop Hours: 12
Independent Learning Hours: 117
Lecture Hours: 10
Captured Content: 11
Prerequisites / Co-requisites
Indicative content includes:
- Introduction to consumer behaviour
- Psychological aspects and consumer behaviour (e.g. perception, motivation)
- Self-concept, including multiple selves, extended self and virtual selves
- Sociological aspects
- Individual learning and decision-making in the context of consumer behaviour
- Impact of group influence (e.g.opinion leaders and brand communities on consumer behaviour)
- Cultural and cross-cultural aspects of consumer behaviour
- Consumer behaviour in the digital era
|Assessment type||Unit of assessment||Weighting|
|Examination Online||ONLINE EXAM||60|
Alternative Assessment Individual essay in lieu of Group Project 1,500 words.
The assessment strategy is designed to provide students with the opportunity to demonstrate their understanding of consumer behaviour theories and the application of these theories in developing marketing strategies. The focus is on assessing higher levels of critical thinking, specifically application and evaluation. The section below outlines the two graded assessment types for this module.
Thus, the summative assessment for this module consists of:
- Group project
Group Project (40%)
The group project should give students the opportunity to demonstrate their knowledge, theory application and critical thinking skills as stated in the learning outcomes. Students will receive detailed instructions in the first weeks.
Exam (2 hours, 60%)
The exam follows the procedure students experienced in the workshops with regards to discussing and analysing various consumer behaviour theories and applying them to develop marketing strategies. The exam tests students’ knowledge, ability to critical thinking and practical skills.
Formative assessment and feedback
Ongoing feedback will be provided on Surreylearn and verbally in lectures.
- Develop an interdisciplinary and theoretically informed understanding of consumer behaviour;
- Examine the managerial significance of consumer behaviour theory;
- Enable students to illustrate multifaceted aspects of consumer behaviour in examining marketing problems/challenges.
|001||Evaluate consumer behaviour concepts and theories;||KC|
|002||Analyse factors affecting consumer behaviour;||CPT|
|003||Evaluate relevant literature in consumer behaviour;||CPT|
|004||Apply consumer behaviour theories to inform marketing strategies/recommendations;||KCPT|
|005||Present research ideas based on critical evaluation of theory and research.||CPT|
C - Cognitive/analytical
K - Subject knowledge
T - Transferable skills
P - Professional/Practical skills
Methods of Teaching / Learning
The learning and teaching strategy is designed to:
This module is taught as a 3-hour workshop. The 3 hours are broken into small units for theory delivery and discussion which allow students to undertake critical thinking after they learn the theory. Each unit requires students to engage actively in the sessions and learn from one another. The tutor facilitates the sessions and guides the students towards higher levels of critical thinking by sharing and questioning their own solutions to specific problems in consumer behaviour.
The learning and teaching methods include:
Inside class learning
- Repetitive workshop structure (33h, 3 x 11 weeks) this includes:
Content delivery by the tutor
Small group activities
Outside class learning
- Online discussion forums (voluntarily) – Guided learning
- Group work (essay) – individual and group learning
- Exam Preparation – individual learning
Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.
Upon accessing the reading list, please search for the module using the module code: MANM047
Programmes this module appears in
|Strategic Hotel Management MSc||2||Optional||A weighted aggregate mark of 50% is required to pass the module|
|Digital Marketing and Channel Management MSc||2||Optional||A weighted aggregate mark of 50% is required to pass the module|
|International Marketing MSc||2||Optional||A weighted aggregate mark of 50% is required to pass the module|
|Intercultural Business Communication and Marketing MA||2||Compulsory||A weighted aggregate mark of 50% is required to pass the module|
|Strategic Marketing MSc||2||Compulsory||A weighted aggregate mark of 50% is required to pass the module|
Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2021/2 academic year.