MARK2051 Consumer Behaviour - 2025
General Course Information
Course Code : MARK2051
Year : 2025
Term : Term 1
Teaching Period : T1
Is a multi-term course? : No
Academic Unit : School of Marketing
Course Details & Outcomes
Course Description
The need for marketers to understand why consumers act as they do in the marketplace is the crux of this subject. You are equipped with theoretical and conceptual knowledge of consumer behaviour, drawing heavily on both psychological and sociological viewpoints. This includes the psychology of individual decision-making and choice, patterns of behaviour exhibited by aggregate groups of consumers, and also the sociological and cultural infuences on consumer attitudes and behaviour. This prepares you for making informed decisions about how to manage and respond to the needs and wants of consumers.
Course Aims
The objective of MARK2051 Consumer Behaviour is to develop an appreciation and understanding of the core aspects of consumer psychology. The course is relevant to those of you who want to understand a human behaviour from an economic and marketing perspective. The aim is to prepare you for a future role as marketing managers, consultants or advisors. The goal is to improve your ability to understand, critically analyse, and apply current research in consumer behaviour to concrete management problems.
Relationship to Other Courses
The aim of this course is to develop an appreciation and understanding of the core aspects of consumer psychology. The course is relevant to those of you who want to understand human behaviour from an economic and marketing perspective. The aim is to prepare you for a future role as marketing managers, consultants, or advisors. The goal is to improve your ability to understand, critically analyse, and apply current research in consumer behaviour to concrete management problems.
Course Learning Outcomes
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Course Learning Outcomes
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Program learning outcomes
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CLO1 : Articulate major concepts and research
in specifc marketing, economic, and
psychology areas which have relevance to consumer behaviour.
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• PLO1 : Business Knowledge
• PLO6 : Global and Cultural Competence
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CLO2 : Defne and analyse how consumer behaviour is conducted and translated into practical knowledge.
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• PLO1 : Business Knowledge
• PLO2 : Problem Solving
• PLO6 : Global and Cultural Competence
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CLO3 : Think critically, independently, and creatively about consumer behaviour concepts and application.
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• PLO6 : Global and Cultural Competence
• PLO7 : Leadership Development
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CLO4 : Apply consumer behaviour concepts to construct practical solutions and effective marketing strategies.
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• PLO2 : Problem Solving
• PLO4 : Teamwork
• PLO5 : Responsible Business Practice
• PLO6 : Global and Cultural Competence
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CLO5 : Communicate ideas succinctly and professionally for a specifed audience.
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• PLO1 : Business Knowledge
• PLO3 : Business Communication
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CLO6 : Work efciently and effectively in both individual and collaborative conditions to
achieve discipline-specifc outcomes
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• PLO4 : Teamwork
• PLO5 : Responsible Business Practice
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Course Learning Outcomes
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Assessment Item
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CLO1 : Articulate major concepts and research
in specifc marketing, economic, and
psychology areas which have relevance to consumer behaviour.
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• Online Activities - Tutorial Preparation
• QUIZ
• Group Project
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CLO2 : Defne and analyse how consumer behaviour is conducted and translated into practical knowledge.
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• Online Activities - Tutorial Preparation
• QUIZ
• Group Project
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CLO3 : Think critically, independently, and
creatively about consumer behaviour concepts and application.
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• Online Activities - Tutorial Preparation
• QUIZ
• Group Project
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CLO4 : Apply consumer behaviour concepts to construct practical solutions and effective marketing strategies.
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• Online Activities - Tutorial Preparation
• QUIZ
• Group Project
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CLO5 : Communicate ideas succinctly and professionally for a specifed audience.
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• Online Activities - Tutorial Preparation
• QUIZ
• Group Project
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CLO6 : Work efciently and effectively in both individual and collaborative conditions to
achieve discipline-specifc outcomes
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• Group Project
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Learning and Teaching Technologies
Moodle - Learning Management System | Echo 360 | Zoom
Learning and Teaching in this course
We will vary the pace by having a mix of formal lectures, group activities, and self-study.
The course is designed to challenge you, encourage you to think for yourselves, and take responsibility for your own learning. Thus, emphasis is placed on self-directed as well as active learning during discussions and application tasks. The primary aim of the lectures is to introduce you to the theory and concepts of consumer behaviour in an involving and stimulating environment. Use of video, audio, examples and lecture activities is made in that respect. Class/ tutorial activities on the other hand encourage self-directed learning and practical application of key concepts to marketing problems.To obtain full benefts from this course, I suggest you extend yourself beyond your comfort zone. There is a course textbook read it, but keep in mind it is for your background information. The course is developed to provide value by teaching "above and beyond the book." I will share the most recent insights in the feld that are not yet in any textbook.
In particular, many of the readings will highlight alternative perspectives and they will help you honeyour skills in making critical evaluations.