| CODE | MRK2051 | ||||||||||||
| TITLE | Consumer Behaviour | ||||||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||||||||
| MQF LEVEL | 5 | ||||||||||||
| ECTS CREDITS | 4 | ||||||||||||
| DEPARTMENT | Marketing | ||||||||||||
| DESCRIPTION | This study-unit will help the participants to obtain a usable Managerial understanding of Consumer Behaviour. The emphasis will be on three main areas of study: - The internal dynamics of the consumer (perception, learning and memory, motivation and values. personality and lifestyles, attitudes and attitude change and interactive communications); - The consumer in the social and cultural settings (reference groups, the family, social class, culture and sub-cultures); and - The consumer's decision-making process (both individual and household decision-making). Study-unit Aims: - To develop an understanding of consumer behavior from a variety of perspectives (multicultural, interdisciplinary, etc.). - Highlight meanings in consumption and identify consumption behavior patterns and motives. - To develop and appreciation for and understanding of how marketing research, marketing strategy, and basic research on intra- and interpersonal processes play multiple roles in the discipline of marketing. - To develop an understanding of peoples' consumption-related behaviors and to develop and evaluate marketing strategies intended to influence those behaviors. Learning Outcomes: Knowledge & Understanding - Consumer motivation - Personality and Consumer Behavior - Consumer Perception - Consumer Learning - Consumer Attitude Formation and Change - Family and Its Social Class - Influence of Culture on Consumer Behavior - Subcultures and Consumer Behavior - Cross-Cultural Consumer Behavior - Consumer Decision Making Skills By the end of the study-unit the student will be able to: - Demonstrate both intellectual/cognitive and research skills for use in the employment. - Develop measures to elicit customer satisfaction for participant's own business or employment. - Develop the analytical, creative, and organizational skills necessary to do a small scale consumer research to help solve a management problem. - Analyze recent CB studies and examine how they can be applied to one's own business or employment. Main Text/s and any supplementary readings: Core Textbook: - Evans, M. J., Jamal, A., & Foxall, G. R. (2009). Consumer behaviour. John Wiley & Sons. - Solomon, M.R. (2019). Consumer Behaviour - Buying, Having, and Being, 13th edition. Pearson |
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| STUDY-UNIT TYPE | Lecture, Seminar and Workshop | ||||||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Mark Aquilina Antonietta Rosiello |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2023/4. It may be subject to change in subsequent years. |
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