Registry
Module Specifications
Archived Version 2008 - 2009
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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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