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Buyer Behaviour (888N1)

15 credits, Level 7 (Masters)

Autumn teaching

On this module, you’ll develop your understanding of theories and concepts drawn from research in marketing psychology, and how these shed light on consumers' motivations and behaviours.

The module will address the individual, situational, environmental, interpersonal and cultural (subcultural) factors that shape consumer behaviour. It will also examine buyer decision-making stages (processes) and the extent to which the aforementioned factors influence buyer decision-making and behaviours.

Through a focus on contemporary issues in buyer behaviour, and the challenges these may pose marketing managers, the module enables you to apply conceptual and theoretical ideas in marketing psychology to develop marketing strategies aimed at building and maintaining strong customer franchise. The module will emphasise understanding of the array of inter- and intra-influences on consumers, and to encourage you to reflect and critically evaluate your own behaviours as consumers.

In addition, the influences will be presented in both a crossnational and multicultural national context, in order to encourage you to consider, interpret and demonstrate practical applications of theories within broader or more diverse (national and cultural) settings.

Contact hours and workload

This module is approximately 150 hours of work. This breaks down into about 33 hours of contact time and about 117 hours of independent study. The University may make minor variations to the contact hours for operational reasons, including timetabling requirements.

We regularly review our modules to incorporate student feedback, staff expertise, as well as the latest research and teaching methodology. We’re planning to run these modules in the academic year 2024/25. However, there may be changes to these modules in response to feedback, staff availability, student demand or updates to our curriculum. We’ll make sure to let you know of any material changes to modules at the earliest opportunity.