Study-Unit Description

Study-Unit Description


TITLE Consumer and Organizational Buying Behaviour

LEVEL 03 - Years 2, 3, 4 in Modular Undergraduate Course


DEPARTMENT Media and Communications

DESCRIPTION This study-unit examines the internal and external factors that influence the way consumers behave before, during and after a purchase situation. It provides a deeper understanding of the frequently irrational behaviour demonstrated by consumers and seeks to integrate major theories from marketing, sociology, psychology and cultural anthropology.

It also looks at how organisations buy and the implications this has on communications.

The major topics covered include motivation, personality, perception, learning, attitudes, culture and social class, as well as household influence. Organizational buying behaviour covers the most salient differences, pertaining to purchasing activities, from an organizational perspective.

Study-Unit Aims:

The study-unit aims:

- to provide a deeper understanding about the way that external forces interact with consumer personality traits and attitudes during the consumer decision-making process;
- to describe the process and critical drivers that characterize organisational buying and the implications for marketing communications.

Learning Outcomes:

1. Knowledge & Understanding
By the end of the study-unit the student will be able to:

- analyse the effect of both internal and external factors on the consumer decision-making process;
- appreciate the significance and role of social class and culture;
- conceptualise how social media empowers;
- criticise the theoretical underpinnings of consumer behaviour and organizational buying behaviour;
- appreciate the important differences in purchasing decision making, between individual consumers and organizations.

2. Skills
By the end of the study-unit the student will be able to:

- become sensitive to the subtle ways by which suppliers seek to entice consumers to select their products or services;
- be able to effectively scan social and environmental aspects need consideration in choosing appropriate marketing communications tools;
- be able to develop appropriate marketing communications activities.

Main Text/s and any supplementary readings:

Main Texts:

- Solomon (2017) Consumer Behavior : Buying, Having, and Being , Global Edition, 12/E. ISBN: 9781292153100.

Supplementary Readings:

Relevant chapters from any reputable consumer behaviour textbook, such as the ones listed below:

- Babin & Harris (2016) CB7 7th edition. ISBN: 9781305403222.
- Blythe (2013) Consumer Behaviour 2nd edition. ISBN: 9781446266458.
- Schiffman & Wisenblit (2014) Consumer Behavior 11th edition. ISBN: 9780133401585.


Assessment Component/s Assessment Due Resit Availability Weighting
Examination (1 Hour and 30 Minutes) SEM2 Yes 50%
Case Study (Take Home) SEM2 Yes 50%

LECTURER/S Jirka Konietzny

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Units not attracting a sufficient number of registrations may be withdrawn without notice.
It should be noted that all the information in the study-unit description above applies to the academic year 2019/0, if study-unit is available during this academic year, and may be subject to change in subsequent years.