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Consumer Behaviour - MAN00019I

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  • Department: The York Management School
  • Module co-ordinator: Prof. Kristian Myrseth
  • Credit value: 20 credits
  • Credit level: I
  • Academic year of delivery: 2020-21

Module summary

This module aims for the students to develop an understanding of:

  • Critical awareness of the importance of branding decisions in the broader marketing and organisational context
  • Systematic understanding of key elements of brand strategy analysis and development frameworks, e.g., those used to analyse brand equity, to develop brand positioning, to create successful brand extensions
  • Critical understanding of brand management issues of particular relevance in an international/global context, e.g., country-of-origin branding, foreign branding

Module will run

Occurrence Teaching cycle
A Autumn Term 2020-21

Module aims

This module aims for the students to develop an understanding of:

  • Critical awareness of the importance of branding decisions in the broader marketing and organisational context
  • Systematic understanding of key elements of brand strategy analysis and development frameworks, e.g., those used to analyse brand equity, to develop brand positioning, to create successful brand extensions
  • Critical understanding of brand management issues of particular relevance in an international/global context, e.g., country-of-origin branding, foreign branding

Module learning outcomes

Subject content

  • Understanding of a range of theories that are related to consumer marketing situations
  • Awareness of how consumer behaviour insights can be used to affect competitiveness in a business-to-consumer environment
  • Understanding of the constraints and challenges that a dynamic culture place on a business-toconsumer context
  • Understanding of different possible perspectives that can be used to research consumers and markets and that these offer distinct marketing opportunities

Academic and graduate skills

  • Ability to evaluate the suitability of marketing activities in light of behavioural frameworks
  • Ability to analyse different influences on consumer behaviour
  • Ability to plan marketing activities on the basis of research insights on behavioural processes and influences
  • Able to conduct a theory-led brand strategy analysis
  • Ability to critically analyse the branding challenges facing organisations and effectively design a branding solutions both in a national and international context.
  • Ability to work in groups in an effective and productive

Module content

Indicative lecture topics:
The nature of Consumer Behaviour
Individual and environmental influences on the consumer
Information on behaviour
The process of decision making and consumption
Attitude formation and change
Consumer Behaviour and marketing

Assessment

Task Length % of module mark
University - closed examination
Consumer Behaviour
2 hours 100

Special assessment rules

None

Reassessment

Task Length % of module mark
University - closed examination
Consumer Behaviour
2 hours 100

Module feedback

Students will receive feedback on formative assessment at the end of the presentation. They will also receive a feedback sheet with detailed comments on the two pieces of summative assessment explaining how the student performed in relation to each assessment criteria. Turnaround time for summative assessment is 6 weeks. Finally, at the end of term, the module leader will develop a report on the module which, once approved by the Board of Exams, will be uploaded onto VLE and made accessible to students.

Indicative reading

Useful textbooks

  • Solomon, M. R., Bamossy, G., Askegaard, S. and Hogg, M. (2013) Consumer Behaviour: A European Perspective (fourth edition): London: Prentice Hall.
  • Arnould, E., Price, L. and Zinkhan, G. (2004) Consumers (second edition). New York: McGraw-Hill Irwin.

Useful Journals

  • European Journal of Marketing
  • Harvard Business review
  • Journal of Consumer Research
  • Journal of Marketing
  • Journal of Marketing Management



The information on this page is indicative of the module that is currently on offer. The University is constantly exploring ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary by the University. Where appropriate, the University will notify and consult with affected students in advance about any changes that are required in line with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.