Moodle

In contemporary culture the need for marketers to be flexible and adaptable to the rapidly changing world is ever growing. As competition in markets grows and consumers make ever more demands on the companies from which they choose to purchase, marketers must be increasingly sensitive to consumers. BE555 explores a variety of different theories of consumption relating to consumption in the marketplace, consumers as individuals, consumers as decision makers and consumers as social beings. The module will go beyond looking at the act of buying to consider the entire consumption cycle. This module explores how an understanding of buyer behaviour plays an essential role in marketing strategy formulation as we consider how marketers use and apply consumer behaviour theory. Given that consumption has an increasingly important role in our daily lives, students will also be encouraged to draw on their own experiences to aid understanding of the theoretical content of the class.

Module AIMS

To provide students with a thorough understanding of the main theories and principles of consumer behaviour, and to show how these concepts relate to the practice of marketing.

Module Learning Outcomes

By the end of the module you should be able to:

1. Identify and explain key consumer behaviour theories and their relationship to practice.
2. Understand consumer behaviour as complex phenomena worthy of study for managerial purposes and in its own right.
3. Have acquired the knowledge necessary for further advanced study on marketing and consumer behaviour courses.

Transferable Skills

By the end of the module you should be able to:

* Think Critically
* Approach and solve problems creatively
* Reflect on their own practice in relation to marketing