This course challenges students to critically engage with consumer behaviour theories and will develop students' ability to analyse consumption in global markets. Consumer behaviour is central to the marketing concept and is a critical area in the marketing field that practitioners must understand in response to changing consumption habits. Students who are competent in the analysis of consumer behaviour are invaluable to organisations of all descriptions.  By the end of this course, students will be able to explain key technological, socio-economic, and cultural trends shaping consumer behaviour and influencing marketing practice.

4 x 2 hour lectures

3 x 2 hour tutorials

None

None

1. Portfolio; Individual; 1700 words; 100%; ILOs 1-4.

This course aims to:

■ Provide an advanced examination of consumer behaviour theory and practice within globalised markets.

■ Explore the social, cultural, and environmental consequences of global marketplace practices for consumers, markets, and wider society.

■ Develop critical evaluation skills to assess consumption behaviours, consumer roles, and emerging marketplace trends within a global context.

By the end of this course students will be able to:

1. Define, distinguish and examine the evolving roles consumers play in globalised markets.

2. Critically analyse changes in consumer behaviour and related marketing strategies.

3. Evaluate the impact of globalised consumption trends on various global stakeholders.

4. Produce critical evaluations on consumption behaviours and consumers evolving role in the marketplace.