Gwybodaeth Modiwlau
Module Identifier
AB27220
Module Title
Consumer and Buyer Behaviour
Academic Year
2025/2026
Co-ordinator
Semester
Semester 2
Pre-Requisite
Reading List
Other Staff
Course Delivery
Assessment
| Assessment Type | Assessment length / details | Proportion |
|---|---|---|
| Semester Assessment | Written Essay 2000 Words | 50% |
| Semester Exam | 2 Hours Exam | 50% |
| Supplementary Assessment | Written Essay 2000 Words | 50% |
| Supplementary Exam | 2 Hours Exam | 50% |
Learning Outcomes
On successful completion of this module students should be able to:
Apply different theoretical perspectives on the 'Self' and how these relate to consumer behaviour.
Explain views of the consumer as an individual, their individual needs and motivations, recognizing both the rational and emotional bases of many consumer actions.
Describe different socio-cultural perspectives on how, where, when, what and why individuals and groups consume.
Demonstrate an understanding of the consumer as a social being, their social needs, motivations, and positions within social structures and how these w ill inform their consumption decisions.
Brief description
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Aims
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Content
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Module Skills
| Skills Type | Skills details |
|---|---|
| Application of Number | Yes, primary research will require the application of graph based, and numerical skills. |
| Communication | Seminars will give the student verbal as well as presentation communication skills whereas the coursework will give valuable business oriented communication skills . |
| Improving own Learning and Performance | This will be obtained via the seminars, coursework and interaction within lectures. |
| Information Technology | Use a range of commonly used software packages. Present information and data. Use e-mail/internet appropriately and effectively. |
| Personal Development and Career planning | Develop awareness of personal skills, beliefs and qualities in relation to course/career progression – students will be able to translate theory into practice and learning into understanding. |
| Problem solving | Identify problems. Identify factors which might influence potential solutions. Develop creative thinking approaches to problem solving. Evaluate advantages and disadvantages of potential solutions. Construct a rational response to a problem. |
| Research skills | Understand a range of research methods. Plan and carry out research. Utilise primary research to translate elements of theory to practice. |
| Subject Specific Skills | Students will develop their know ledge and research skills in consumer behaviour. Involving a range of consumer behaviour issues, for example: perception, motivation, attitudes and values, the place of social structures in informing consumer identities, and so on. |
| Team work | Classroom exercises and seminar work will improve teamwork skills for the students. |
Notes
This module is at CQFW Level 5