MKT30040 Consumer Psychology

Academic Year 2023/2024

Why do people buy things they don’t need? Why do peers influence what people like and do? How can people be persuaded to buy a product? Consumers are the most essential stakeholder of any company, yet marketing professionals often lack the foundational understanding of consumer psychology and its crucial impact on the marketplace. In this course you discover the psychological underpinnings of consumers’ decisions making processes and how consumer insights can be applied to marketing practice. Interest in psychology in addition to marketing is important for students to succeed in this module.

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Curricular information is subject to change

Learning Outcomes:

After completing the course students should have obtained an overview and understanding of the most important concepts and theories that are relevant to understand consumer behaviour. Upon successfully completing this module, students will:

1. Understand how consumers process information, form attitudes and make decisions, and how these are shaped by internal and external influences.
2. Gain insights in how principles of consumer psychology is applied to marketing strategy and practices.
3. Gain ability to explain why and how marketing strategies can impact consumer behaviour.

Student Effort Type Hours
Lectures

24

Total

24

Requirements, Exclusions and Recommendations
Learning Recommendations:

It is recommended that students have at least some knowledge of the Principles of Marketing and Marketing Management or else to have a background in the Humanities/Social Sciences.


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: Written exam 2 hour End of Trimester Exam No Graded No

50

Group Project: Written report based on group project. Week 9 n/a Graded No

30

Group Project: Peer review: written assessment of group projects of peers Week 11 n/a Graded No

10

Group Project: Reflection on peer review: written reflection on peer review report Week 12 n/a Graded No

10


Carry forward of passed components
No
 
Resit In Terminal Exam
Spring Yes - 2 Hour
Feedback Strategy/Strategies

• Group/class feedback, post-assessment
• Peer review activities

How will my Feedback be Delivered?

Not yet recorded.

Autumn
     
Lecture Offering 1 Week(s) - Autumn: All Weeks Thurs 11:00 - 12:50
Lecture Offering 2 Week(s) - Autumn: All Weeks Thurs 14:00 - 15:50
Autumn
     

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