Consumer Behaviour and Research 

In one way or another, all marketing is aimed at influencing consumer behaviour – and to do this effectively, you have to be able to measure and analyse that behaviour. This module aims to help you understand the dynamics of consumption, both at individual and organisational levels. Among other topics, you'll look at general principles of consumer behaviour, consumer decision making and a framework for consumer analysis.

Key Topics

In this module you will cover a range of topics including:

>General principles of consumer behaviour
>Framework for consumer analysis
>Product knowledge and involvements
>Understanding consumer behaviour through marketing research
>Attitudes and attitude change
>Consumer decision making
>Learning and motivations
>Cultural influences
>Social class, reference groups, opinion leaders and family influences
>Post-modern consumers and contemporary consumerism

Assessment

There are a number of assessments that you complete as part of your coursework and forward to your academic tutor for grading and comments.

You'll also take a summative assessment at the end of your module. Exam venues are located across the UK and exams take place twice a year. Please note that there are additional assessment fees for each module.