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.