Consumer Behaviour

BMAN20271 Consumer Behaviour 20 Semester 1 Undergraduate Level 5 Alexander Gunz Unit coordinator Alliance Manchester Business School 1 FHEQ level (Framework for Higher Education Qualifications) ' Middle part of Bachelors ' European Credit Transfer & Accumulation System Rating : 10.0 Our lives are not about what we consume, but at the same time, consumption is threaded through much our lives. We are constantly buying and experiencing and trading and using and losing things and experiences. This course equips students with a toolkit of concepts to understand this world more deeply. It equips students with an understanding of how our thoughts and decisions and emotions are shaped by the way our motivation, perception, memory work, and how our worlds are tangled up with the people that surround us (from strangers to friends to entire cultures). Additionally we think about ways that marketers often try to use these factors to shape our decisions, for better and worse. By the end of the course, students will be well-equipped to apply their knowledge to real-world type scenarios, making informed decisions that benefit both businesses and consumers.  Our lives are not about what we consume, but at the same time, consumption is threaded through much our lives. We are constantly buying and experiencing and trading and using and losing things and experiences. This course equips students with a toolkit of concepts to understand this world more deeply. It equips students with an understanding of how our thoughts and decisions and emotions are shaped by the way our motivation, perception, memory work, and how our worlds are tangled up with the people that surround us (from strangers to friends to entire cultures). Additionally we think about ways that marketers often try to use these factors to shape our decisions, for better and worse. By the end of the course, students will be well-equipped to apply their knowledge to real-world type scenarios, making informed decisions that benefit both businesses and consumers.   The course aims to provide students with a ‘tool kit’ of consumer behaviour concepts, and to build the skill in them to use these concepts to understand and analyse consumer situations. This tool kit covers the essentials of consumer decision making, psychology, and social/cultural influences. It considers both practical business implications of these elements, along with an academic understanding of important elements and outcomes on the lives that consumers live. Expected Outcomes:Non-assessed outcomes include: Enhanced Critical Thinking:  Students will develop the ability to critically evaluate consumer behaviour theories and models, applying them to real-world scenarios and reflecting on their implications. Improved Communication Skills:  Through group discussions, presentations, and collaborative projects, students will enhance their ability to articulate complex ideas about consumer behaviour effectively in both written and oral formats. Ethical Awareness:  Students will cultivate a deeper understanding of the ethical considerations in consumer behaviour research and marketing practices, reflecting on the impact of their actions on consumer well-being. Practical Application:  Students will have opportunities to apply their knowledge of consumer behaviour to real-world type situations, developing practical skills that can be used in their future careers.   By the end of the course students will be able to:Apply relevant CB theories to important components of consumer behaviourDescribe the psychological processes involved in consumer decision-making, including perception, memory, and motivation.Explain the social and cultural influences on consumer behaviour, including self-identity, emotions, and cultural consumption.    By the end of the course students will be able to:Explain the way consumer psychology shapes what consumers see, understand, act and experience in the market place  By the end of the course students will be able to:Analyse situations that consumers might experience using CB theories and concepts  By the end of the course students will be able to:Evaluate ways in which actors try to influence each other in marketplaces  motivationperception  memoryself and identityculture and consumptioncommunications and influencebrands and marketing pragmatics  Methods of delivery- Lectures/Seminar sessions Lecture hours - 25 (2 hours per week, over 10 weeks + 1 hour every 2nd week) Seminar hours -          5 (1 hour every 2nd week) Private study -            170 Total study hours -      200 Informal Contact Methods 1. Office Hours 2. 2 x 2hr Drop in Surgeries (extra help sessions for students on material they may be struggling with)  0 Other 100% Formative Task: Bullet point essay outline Summative Assessment:10% Completion of flashcards20% Seminar group presentation70% Examination      <ul><li>Response to student emails.</li><li>Generic feedback on Canvas.</li><li>Formative essay assessment.</li></ul> BMAN10101 Principles of Marketing Pre-Requisite Compulsory BMAN20271 has pre-requisite of: BMAN10101 Marketing Foundations and available to students on: BSc Mgt/Mgt Specialism; IMABS, IM & ITMB/ITMB Specialism. This course also available to MLBM students and the pre-requisite is BMAN20832.Pre-requisite course units have to be passed by 40% or above at the first attempt unless a higher percentage is indicated within this course outline. Pre-requisites: BMAN10101 Marketing Foundations Co-requisites: N/A Dependent course: BMAN31581 International Marketing N Sethna & Blythe (2019) Consumer Behaviour (fourth edition) Sage, London Assessment written exam 2 Lectures 25 Seminars 5 0 170 Pre-requisite course units have to be passed by 40% or above at the first attempt unless a higher percentage is indicated within this course outline.Pre-requisites: BMAN10101 Marketing Foundations Co-requisites: N/A Dependent course: BMAN31581 International MarketingProgramme Restrictions: BSc Management and Management (Specialisms), BSc International Management with American Business Studies, BSc International Management, BSc Mathematics and Management.