Surrey University Stag


Module code: MANM047

Module Overview

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. 

Module provider

Surrey Business School

Module Leader


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

Module Availability

Semester 2

Prerequisites / Co-requisites


Module content

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 pattern

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

Alternative Assessment

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 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


  • Exam


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 (60%)

The exam follows the procedure students experienced in the lectures and 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.

Module aims

  • 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.

Learning outcomes

Attributes Developed
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

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:

Allow students to undertake critical thinking after they learn the theory. Lectures and workshops are used for theory delivery and discussion. The learning and teaching strategy aims to actively engage students 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

  • Lectures and workshops that include:

Content delivery by the tutor

Individual learning

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.

Reading list
Upon accessing the reading list, please search for the module using the module code: MANM047

Programmes this module appears in

Programme Semester Classification Qualifying conditions
Intercultural Business Communication and Marketing MA 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 2024/5 academic year.