177x Filetype PPTX File size 0.07 MB Source: learn.lboro.ac.uk
About This Module The Purpose of this module is to provide students with: an understanding of consumer behaviour and its application within the business context. the knowledge of foundation social and psychological concepts as they apply to consumer behaviour. an understanding of consumer well-being and the dark side of consumer behaviour. Range of Topics Covered During the module we will explore how and why consumers behave in the ways that they do by covering: Introduction to consumer behaviour. An in-depth look at internal and external influences on consumers’ behaviour (e.g. perception, motivation, attitudes, persuasion, situations, groups and society). Consumer decision making process. Consumer well-being. Teaching and Learning The module is taught as a two-hour lecture each week. Lectures are drawn on academic materials, bringing it to life with real world examples. Lectures are interactive and include class discussions, and anonymous online class quizzes. Students are expected to do private study comprising guided readings. Assessment and Feedback Assessment: Two-hour unseen written examination (100% weighting) taken at the end of the semester. Feedback: Generic written feedback on the examination after results will be published. Developmental feedback generated through teaching activities. Students may also drop-in during consultation and feedback hours, or by appointment for informal discussion and feedback. Wider skills and knowledge development Students will enhance their knowledge on how psychological and social concepts can be applied to advertising, labelling, packaging and branding in order to influence consumer behaviour. It further enhances students analytical skills, including the ability to applying theory to practice by collecting and using examples and evidence to build arguments.
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