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.

LCs - 2 hours x 4 sessions (8 hours)

TUs - 2 hours x 3 sessions ( 6 hours)

None

This course aims to:

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

■ Examine the shifting role of consumers as decision-makers, marketplace actors and cultural producers

■ Explore the social and environmental consequences of global marketplace practice on consumers, markets and society.

■ Develop critical reflective skills to evaluate consumption behaviours and marketplace trends.

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 reflections on personal consumption behaviours and role in the marketplace.  

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.