Surrey University Stag


Module code: MAN2110

Module Overview

The aim of this module is to introduce students to the interdisciplinary field of Consumer Behaviour. This module, by delving beneath the behaviour of consumers, provides students with a comprehensive understanding of the various factors that affect and form consumer behaviour. The module builds on the core principles of marketing and focuses on how firms can utilize consumer behaviour knowledge in order to create successful and viable marketing strategies. As such, it constitutes an essential part of programmes relating to Business, Marketing and Retail Management. The Consumer Behaviour module brings together ideas and theories from diverse areas such as marketing strategy, sociology and psychology in order to understand the behaviour of consumers. Appropriate research techniques and leading-edge research findings will be discussed to enhance understanding of the consumer behaviour in the contemporary marketplace. 

Module provider

Surrey Business School

Module Leader


Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 5

JACs code: L900

Module cap (Maximum number of students): N/A

Overall student workload

Independent Learning Hours: 117

Lecture Hours: 22

Seminar Hours: 11

Module Availability

Semester 2

Prerequisites / Co-requisites


Module content

Indicative content includes:

  • Introduction to consumer behaviour

  • Consumer perception

  • Learning and memory

  • Attitudes

  • Involvement and motivation

  • Decision making process

  • Group influence and opinion leadership

  • Culture and consumer behaviour

  • Recent developments in consumer behaviour

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework COURSEWORK 40
Examination Online ONLINE EXAM 60

Alternative Assessment

Individual essay in lieu of Group Project 1,500 words.

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate their understanding on core consumer behaviour theories and concepts, and to critically apply these to investigate consumer behaviour phenomena. The assessment focuses on evaluating students’ critical understanding of consumer behaviour topics and also provides an opportunity to work with, and to learn from, peers. The assessment components test the outlined learning outcomes.

The summative assessment for this module consists of:

  • Group project report (40%)

  • Exam (60%)

Formative assessment and feedback

Students will receive the assignment topic in the first weeks of the module and are expected to familiarise themselves with it. Prior to the assignment, lecture/seminar time will be spent discussing the assignment requirements, the assessment criteria and the feedback process. Verbal formative feedback will also be provided in seminars dedicated to guide the preparation of the assignment. Furthermore, seminar time will be devoted to prepare students for the exam also.

Module aims

  • Examine the factors that affect consumer behaviour;
  • Explain the managerial significance of consumer behaviour theory;
  • Enable students to identify and appreciate multifaceted aspects of consumer behaviour.

Learning outcomes

Attributes Developed
002 Analyse factors affecting consumer behaviour; CPT
003 Analyse relevant literature in consumer behaviour; CPT
004 Explain how consumer behaviour can be applied to marketing strategies; CPT
001 Explain consumer behaviour concepts and theories; K
005 Analyse aspects of consumer behaviour and present results in a clear and concise manner. CPT

Attributes Developed

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 enable students to gain an understanding of key consumer behaviour concepts and theories, and their application to marketing situations/strategies.

The teaching and learning methods are based on the delivery of lectures and seminars.

Lectures are designed to illustrate and explain theoretical concepts and/or models of consumer behaviour; seminars aim at demonstrating the practical applications of theoretical concepts/models and the research methods used to study consumer behaviour, as well as to support the assignment and the exam.

The learning and teaching methods include:

  • Lectures

  • Seminars

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.

Reading list
Upon accessing the reading list, please search for the module using the module code: MAN2110

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 2023/4 academic year.