ADMCCT: Consumer Behaviour: Concepts and Theory

Module code: ADMCCT

Module provider: School of Agriculture, Policy and Development

Credits: 20

Level: Postgraduate Masters

When you'll be taught: Semester 1

Module convenor: Dr Elena Millan, email: e.s.millan@reading.ac.uk

Module co-convenor: Ms Sandra Preciado, email: s.l.preciado@reading.ac.uk

Pre-requisite module(s):

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2024/5

Available to visiting students: Yes

Talis reading list: Yes

Last updated: 20 May 2024

Overview

Module aims and purpose

The overall aim of this module is to develop understanding of critical concepts and theories of consumer behaviour and their application in different settings and contexts, including but not limited to food consumption applications. This will enable the students to progress confidently through their MSc studies and gain contextualised understanding of consumer behaviour. 

Module learning outcomes

By the end of the module, it is expected that students will be able to:

1. Understand the nature of consumer behaviour and critically evaluate the theories explaining and predicting diverse consumer behaviour outcomes
2. Apply concepts and theories of consumer behaviour to different settings and contexts
3. Understand the implications of consumer behaviour for effective marketing strategies
4. Demonstrate a range of transferrable skills including problem-solving, teamwork, critical analysis and communication

Module content

• Introduction to consumer behaviour 
• Consumer behaviour research 
• Decision making theories and marketing implications 
• Buying and using 
• Personality and self-identity perspectives on consumer behaviour 
• Motivation, perception, and learning  
• Attitudes and attitude models 
• Social issues, group dynamics and consumer behaviour 
• Culture and consumer behaviour 
• The digital consumer 
• Ethical and sustainable consumption  

Structure

Teaching and learning methods

The above topics will be presented in a series of lectures, which will incorporate videos, practical exercises and discussions. Teaching will be face to face. 

Study hours

At least 42 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.

Semester 1 The hours in this column may include hours during the Christmas holiday period.

Semester 2 The hours in this column may include hours during the Easter holiday period.

Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.

Assessment

Requirements for a pass

Students need to achieve an overall module mark of 50% to pass this module.

Summative assessment

Penalties for late submission of summative assessment

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

Assessments with numerical marks

• 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 three working days;
• the mark awarded due to the imposition of the penalty shall not fall below the threshold pass mark, namely 40% in the case of modules at Levels 4-6 (i.e. undergraduate modules for Parts 1-3) and 50% in the case of Level 7 modules offered as part of an Integrated Masters or taught postgraduate degree programme;
• where the piece of work is awarded a mark below the threshold pass mark prior to any penalty being imposed, and is submitted up to three working days after the original deadline (or any formally agreed extension to the deadline), no penalty shall be imposed;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

Assessments marked Pass/Fail

• where the piece of work is submitted within three working days of the deadline (or any formally agreed extension of the deadline): no penalty will be applied;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension of the deadline): a grade of Fail will be awarded.

The University policy statement on penalties for late submission can be found at: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/qap/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.

Formative assessment

Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.

Feedback on the development of activities and discussions will provide the basis for formative assessment. 

Reassessment

Additional costs