AP2EC1-Consumer Behaviour

Module Provider: Agr and Food Econ
Number of credits: 10 [5 ECTS credits]
Level:5
Terms in which taught: Spring term module
Pre-requisites: AP1EM1 Introduction to Marketing
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2021/2

Module Convenor: Dr Elena Millan
Email: e.s.millan@reading.ac.uk

Type of module:

Summary module description:

Understanding how consumers choose between competing brands is vital for making informed decisions about marketing strategy. In this module you will learn about the theories of consumer behaviour and their marketing implications. Through a combination of interactive lectures, in-class discussions, case studies and exercises, you will develop in-depth understanding of the key concepts and analytical techniques of consumer behaviour. The module examines critically both theoretical and practical aspects of the discipline and focuses on the psychological basis of consumer behaviour within its socio-cultural context and the process of consumer decision-making.

Aims:
Consumer behaviour is a dynamic interdisciplinary subject influenced by various theoretical perspectives. It is also one of the most important aspects of marketing management. Understanding consumer behaviour is crucial for achieving companies£ objectives. Thorough knowledge of how consumers choose between competing brands is vital for making informed decisions about marketing strategy. This module is intended to introduce students to the theories of consumer behaviour, as well as their marketing implications. Through a combination of interactive lectures, in-class discussions, case studies and exercises, it aims to equip students with the key concepts and analytical techniques of consumer behaviour. The module examines critically both theoretical and practical aspects of the discipline. It focuses on the psychological basis of consumer behaviour within its socio-cultural context and the process of consumer decision-making.

Assessable learning outcomes:
The students will develop a critical appreciation of an integrative approach to consumer behaviour through understanding and assessing various models of consumer behaviour; build an understanding of the effects of personal and environmental influences on consumer behaviour; identify specific issues related to the analysis of consumer behaviour and relate these factors to the development and success of marketing strategies.

Additional outcomes:
Students will develop effective verbal and written communication skills using appropriate presentation aids. Students will develop team-work skills through working as part of a team in order to produce and deliver a successful presentation. Students will develop critical skills through identifying and analysing actual consumer behaviours and exploiting the tools and techniques discussed in the module.

Outline content:
£ Consumers in the market place £ Consumer needs, motives and goals £ Perception, learning and memory and consumer behaviour £ Personality and self in consumer behaviour £ Attitudes, beliefs and consumer behaviour £ Explaining and predicting consumer behaviour £ Individual and household decision making £ Cultural influence on consumer behaviour £ Social influence, opinion leadership and consumer behaviour

Brief description of teaching and learning methods:
The lectures will provide a theoretical background to case study examples.

Contact hours:

	Autumn	Spring	Summer
Lectures		20
Guided independent study:		80
Total hours by term		100
Total hours for module	100

Summative Assessment Methods:

Method	Percentage
Written exam	100

Summative assessment- Examinations:
A two hour examination comprising a multiple choice paper and essay style questions.

Summative assessment- Coursework and in-class tests:

N/A

Formative assessment methods:

Penalties for late submission:

The Support Centres will apply the following penalties for work submitted late:

• where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
• where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

The University policy statement on penalties for late submission can be found at: http://www.reading.ac.uk/web/FILES/qualitysupport/penaltiesforlatesubmission.pdf
You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Assessment requirements for a pass:
A mark of 40% overall

Reassessment arrangements:
By re-examination in August/September.

Additional Costs (specified where applicable):

1) Required text books:  None

2) Specialist equipment or materials:  None

3) Specialist clothing, footwear or headgear:  None

4) Printing and binding:  None

5) Computers and devices with a particular specification:  None

6) Travel, accommodation and subsistence:  None

Last updated: 30 July 2021