Module Guide
Module Title Contemporary Consumer Behaviour
Module Code: B9MK123
Programme: MSC Marketing
Academic Year: 2023/24
Delivery Mode Full Time
Lecturer Name(s): Shaun Hayden Email:
[email protected]Delivery Mode: On campus
a) Learning Outcomes:
On completion of this module, learners will be able to:
1. Critically analyse key consumption theories, models and academic perspectives.
2. Apply consumers’ behaviour theory to industry-based cases and debate and defend
cohesive solutions.
3. Synthesise buyer behaviour perspectives into wider marketing context and strategic
marketing execution.
4. Demonstrate a clear knowledge of contemporary emerging trends and online
consumption.
5. Critically evaluate perspectives relating to individual consumer identity and wider
group identity.
6. Critique theories and models of consumer buyer behaviour and demonstrate the
role they play and their practical execution.
b) Learning Activities:
Each week/session will consist of a number of different activities such as:
1. Presentation of concepts and theories using slides and videos.
2. Case Study review & exercises to show theory in context.
3. “Flip the classroom” activities to enhance learning perspective and experience.
4. Problem solving exercises to enhance theoretical understanding.
5. Field activities to contextualise theory.
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Teaching Plan: Please note this is a guide only and subject to change. Some subject
matter outlined below are ingrained & discussed through other various topics and not as
stand alone topics.
WEEK LO TOPIC RESOURCES ACTIVITIES
1. . N/A Introduction to the module PowerPoint Slides Knowledge
Discussion of module guide and Discussion
assessments “Flip the
Ice breaker activities classroom”
activity
Brainstorm
2. 2,3 Introduction to the Consumer PowerPoint Slides Knowledge
Environment. e-clips/videos Discussion
Internal & external influences on Case studies Case
consumption. Key drivers of buyer Presentations
behaviour. Understanding consumers, Group breakout
clients and stakeholders under session
different business models.
3. 1,2,6 Perception & Sensory Marketing. PowerPoint Slides Knowledge
The five senses. The perceptual Discussion
process. Semiotics, signs & symbols. “Flip the
Atmospherics. classroom”
activity
Brainstorm
4. 1,6,2 The Role of Group Behaviour. PowerPoint Slides Knowledge
Reference groups & opinion leaders. e-clips/videos Discussion
Online influence. Case studies Case
Presentations
Group breakout
session
5. 1,4,5 Motivation. PowerPoint Slides Knowledge
Theories of motivation, its application Discussion
to buyer behaviour & the role of “Flip the
emotions in consumption. Decision classroom”
making & the “always on” consumer. activity
Brainstorm
6. 2,4,5 Contemporary Consumer Lifestyles. PowerPoint Slides Knowledge
Traditional consumer segmentation & e-clips/videos Discussion
lifestyle segmentation bases. Global Case studies Case
consumer values. Presentations
Group breakout
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session
7. 1,4,6 The Consumer & Brands. PowerPoint Slides Knowledge
Brand behaviour, brand communities Discussion
& anthropomorphic influence. “Flip the
classroom”
activity
Brainstorm
8. 1,2,3 Consumer Learning Process. PowerPoint Slides Knowledge
Classical conditioning principles. e-clips/videos Discussion
Reward & punishment in Case studies Case
contemporary buyer behaviour. The Presentations
role of memory. Group breakout
session
9. 4,5,6 The Changing Consumer Trend PowerPoint Slides Knowledge
Analysis. Discussion
Crowdsourcing, online collaboration. “Flip the
Mobile consumer behaviour. classroom”
Customer journey mapping & omni- activity
channel challenge. Brainstorm
10. 3,4,6 Behavioural Economics. PowerPoint Slides Knowledge
The effects of psychological, social, e-clips/videos Discussion
cognitive & emotional factors on the Case studies Case
economic decisions of individuals and Presentations
institutions and the consequences for Group breakout
market prices, returns and resource session
allocation. Rational choice, prospect
theory, bounded rationality, mental
accounting, social dimensions, trust &
dishonesty etc
11. 4,5 Glocalization & Marketing. PowerPoint Slides Knowledge
How international business decisions Discussion
can be in conflict with local marketing “Flip the
strategy. Study of conflicts between classroom”
economies of scale in production, and activity
consumer sensitivities in terms of Brainstorm
origin of products. Conflicts between
local jobs and economies and
international marketing.
12. 3,4,5 Cultural Dimensions of Globalization. PowerPoint Slides Knowledge
Global culture grows in 5 distinct e-clips/videos Discussion
scapes: ethnoscapes, technoscapes, Case studies Case
financescapes, mediascapes, Presentations
ideoscapes. Global culture flow is a Group breakout
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result of the process of globalization session
and impacts on all marketing
decisions. Interestingly, marketing is
also responsible for creating and
accelerating this dynamism. This
strand will create an understanding of
this dynamism and its coping
strategies.
13. 2,3,4 Marketing Strategies to Manage PowerPoint Slides Knowledge
Behavioural Economics Related Risks. Discussion
A study of the Impacts of, and coping “Flip the
strategies for, societal upheavals such classroom”
as Brexit and Make America Great activity
Again campaign. Traditional business Brainstorm
strategy relies upon economies of
scale but outsourcing of trade and
manufacturing conflicts with the
wellbeing of local economies. This
results in revolutionary upheavals
which aim at reversing the business
dynamics. This strand will explore
these Social changes, with case
studies examining the leveraging or
avoiding of contentious social issues.
This strand will also explore how
Transformative Marketing can
simultaneously create and resolve
Social Conflicts.
Resources
Core Texts:
Indicative Bibliography
Core
Title Author Publisher Published Edition
Consumer Behaviour: Solomon, M.R. Pearson 2017/2020 12th
Buying, Having, and
Being
Thinking Fast & Slow Kahneman, D. Penguin 2012
Decoded: The Science Barden, Phil Wiley 2013
Behind Why We Buy
Absolute Value: What Simonson, I HarperCollins 2014
Influences Customers Rosen, E
in the age of (Nearly)
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perfect Information
Assessment
Method of Assessment Percentage Weighting Learning Outcome Date of Submission
Being Assessed
Marketing the “New 50% 1,2,3
Normal”
Group Case Analysis 50% 4,5,6
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Overview of Assessment:
CA1:
Assessment Title Consumer Behaviour: Understanding the Changing Consumer Environment
& Description: and how this influences the Consumer Decision making process today.
Task: You are to write a report on one of the topics listed in the specific assignment
brief.
MIMLOs being 1,2,3
assessed:
Individual/ Individual
Group:
Assessment 50%
Weighting:
Issue Date: January 2024
Submission Date: Week 10
(All assignments
must be
submitted
through Moodle)
Feedback Date: TBC
CA2:
Assessment Title Group analysis of an assigned Case Study (See assignment brief for specific
& Description: detail)
Task Each group will prepare a full written report of the case
MIMLOs being 4,5,6
assessed:
Individual/ Group
Group:
Assessment 50%
Weighting:
Issue Date: January 2024
Submission Date: Week 12
(All assignments
must be
submitted
through Moodle)
Feedback Date: TBC
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Assessment Grade Rubric: Please refer to both CA1 & CA1 for the appropriate
grading criteria.
What is referencing and why is it necessary?
Please follow this link to the Harvard Style Referencing Guide - all referencing is required in
this format.
http://issuu.com/dbslibrary/docs/harvard-referencing-guide/1?mode=a_p
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