| CODE | CST4321 | ||||||
| TITLE | Marketing Communications and Consumer Behaviour | ||||||
| UM LEVEL | 04 - Years 4, 5 in Modular UG or PG Cert Course | ||||||
| MQF LEVEL | 6 | ||||||
| ECTS CREDITS | 4 | ||||||
| DEPARTMENT | Media and Communications | ||||||
| DESCRIPTION | The purpose of this study unit is to introduce the study of consumer behaviour. Consumer behaviour is the study of how individuals, groups or organisations search for, choose, acquire, use and dispose of goods, services, experiences or ideas through a systematic examination of their attitudes, beliefs, motives, and decision-making processes. In this study unit the focus will be on individual consumers. This unit examines the external and internal factors that influence people's behaviour as consumers. It provides a conceptual understanding of consumer behaviour, integrating theories from psychology, sociology, cultural anthropology and economics. Topic's covered include: consumer perception; consumer learning; understanding consumer motivation; consumer personality, values and involvement; consumer attitudes and attitude change; cultural, class, situational and household influences on the consumer; and pre-purchase, purchase and post-purchase decision processes of the consumer. Learning Outcomes On successful completion of this unit students should: - have been introduced to the key areas underpinning the study of consumer behaviour; - have a better understanding of how consumers develop perceptions and attitudes, how they learn, and how they choose; - have a better understanding of the influence of culture, class, demographics, lifestyle characteristics, and of the various reference groups on consumer behaviour; - understand and be able to describe the way in which the different determinants and influences on consumers affect their choice decision; Reading List Main Study-unit Text: - Schiffman, L.G. & Kanuk, L.L. (2003). Consumer Behaviour (8th Ed.). New Jersey, USA: Prentice Hall. Additional Useful Texts: - Antonides, G. & van Raaij, W.F. (1998). Consumer Behaviour A European Perspective (7th Ed.). Chichester, England: John Wiley & Sons. - Engel, J.F., Blackwell, R.D., & Miniard, P.W. (1995). Consumer Behaviour. Orlando, USA: The Dryden Press - Foxall, G.R., and Goldsmith, R.E. (1994). Consumer Psychology for Marketing. London, England: Routledge. - Hawkins, D.I., Best, & Coney (2004). Consumer Behaviour: Building Marketing Strategy. McGraw-Hill Education. - Mullen, B., & Johnson, C. (1990). The Psychology of Consumer Behaviour. New Jersey, USA: Lawrence Erlbaum Associates. - Solomon, M., Bamossy, G., & Askegaard, S. (1999). Consumer Behaviour A European Perspective. New Jersey, USA: Prentice Hall. - Windham, L. & Orton, K. (2000). The Soul of the New Consumer - The Attitudes, Behaviours, and Preferences of e-Customers. Oxford: Windsor. Journals The following journals, which are all available in the library, contain many articles in the area of consumer behaviour and may be of use to students: Journal of Consumer Research Journal of Marketing Journal of Marketing Research European Journal of Marketing International Journal of Research in Marketing Journal of the Academy of Marketing Science |
||||||
| RULES/CONDITIONS | Before TAKING THIS UNIT YOU MUST TAKE CST1311 In TAKING THIS UNIT YOU CANNOT TAKE MRK2051 |
||||||
| STUDY-UNIT TYPE | Lecture | ||||||
| METHOD OF ASSESSMENT |
|
||||||
| LECTURER/S | Joseph Vella |
||||||
|
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 2025/6. It may be subject to change in subsequent years. |
|||||||