Registry
Module Specifications
Archived Version 2007 - 2008
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Module Aims
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7 To introduce the marketing graduate to a range of substantial, cutting-edge topics in the consumer behaviour area.
7 To critique and develop the understanding of the consumer as portrayed in typical undergraduate texts.
7 That students may broaden their appreciation of the roles that products and services play in consumers lives as they search for meaning and identity.
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Learning Outcomes
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7 That participants should display an ability to read, understand, analyse and evaluate research-based articles from the leading consumer behaviour journals.
7 That students should understand the nature and consequences of differing paradigms and their impact on how consumers and consumption are viewed.
7 That students will be able to complement their evaluation of primary research material with insights gleaned from their marketing research studies.
7 That students will show an ability to engage both theoretically and practically with their classmates in discussing seminar material.
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Indicative Time Allowances
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Hours
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Lectures |
24
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Tutorials |
0
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Laboratories |
0
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Seminars |
0
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Independent Learning Time |
51
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Total |
75
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Placements |
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Assignments |
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NOTE
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Assume that a 5 credit module load represents approximately 75 hours' work, which includes all teaching, in-course assignments, laboratory work or other specialised training and an estimated private learning time associated with the module.
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Indicative Syllabus
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· A critique of the consumer as decision-maker
· The Self-concept in Consumer Behaviour
· Symbolic Interactionism
· The Postmodern Consumer
· Consumer Behaviour as Gift-giving
· Virtual Consumer Behaviour
· Culture and Ritual in Consumer Behaviour
· Ethnography in Consumer Behaviour
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| Assessment | | Continuous Assessment | 50% | Examination Weight | 50% |
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Indicative Reading List
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Students will be directed to top level consumer research journals in our library holdings for seminar reading material each week.
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Programme or List of Programmes
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| EMM | Executive Masters in Marketing |
| MMK | MBS in Marketing |
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