MKT3001H Consumer and Buyer Behaviour

Academic Year 2019/2020

This module aims to provide students with insight into the factors and processes that lead to purchase and consumption decisions. Built around the decision making process the course examines both micro and macro factors that affects consumers including such areas as perception, learning and memory, attitiudes, groups, social class and culture. Drawing on a variety of disciplines, such as psychology and sociology, a strong foundation is laid to acquaint students with the principles that they will require to make informed decisions as a marketing professional in the area of consumer behaviour. The module provides for the blending of its theory and practice contents with the collective workplace experiences of the participants, to this end participants will be expected to contribute critical reflection on their workplace experiences along with collaborative interpretation of such experiences in both classroom and study group settings. Advance preparation for classes and workshops will be an important feature, with readings and questions for reflection assigned at the commencement of the trimester.

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Curricular information is subject to change

Learning Outcomes:

Upon completion of this module students should be able to:
1. Illustrate the various internal influences affecting consumer behavior.
2. Demonstrate knowledge and understanding of the consumer decision-making process.
3. Explain the affects of groups on the behaviour of consumers.
4. Explain the role of marketing in the diffusion of innovations.
5. Discuss and suggest the various ways in which marketers can connect with the modern consumer.

Student Effort Type Hours


Specified Learning Activities


Autonomous Student Learning




Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.  
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Examination: Examination 2 hour End of Trimester Exam No Graded No


Assignment: Assignment 2 Varies over the Trimester n/a Graded No


Assignment: Assignment 1 Varies over the Trimester n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Spring No
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

General feedback is provided to students on all their submitted assessment components.

Name Role
Ms Christina Burke Lecturer / Co-Lecturer
Ms Susan Calderon Urbina Lecturer / Co-Lecturer
Mr Neil Caraher Tutor
Wincey Cheung Tutor
Ms Michele Connolly Tutor
Mrs Edna Eugenia Da Silva Tutor
Wilma Komala Tutor

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