Core
6
6 ECTS
Autumn
Introduction to Marketing
EC 424
Maja Pulic de Sanctis
2017
Historical context for understanding consumption (approaches to studying consumers and consumption)
Market research: Exploratory research methods
Contemporary perspectives on consumer behaviour
Experiential marketing
Consumer culture theory
Technology and consumer behaviour
Social networks and consumer behaviour
Decision-making and involvement
Learning and memory
Perceptual processes
Attitude theory and behaviour change
Personality, self, and motivation
Groups, social processes, and communications
Consumption and social inequality
Culture, social organization and consumption
Patterns of buyer behaviour
The experience of consumption: Consuming the past
| Type | Number per Term | Duration | Total Time |
|---|---|---|---|
|
Lectures |
15 | 1.5 | 22.5 |
|
Workshops |
5 | 1.5 | 7.5 |
|
Seminars |
5 | 1.5 | 7.5 |
| Tutorials | 5 | 1.5 | 7.5 |
|
Total Contact Hours |
45.0 | ||
|
Total Guided/Independent Learning Hours |
105.0 | ||
| Total Engagement Hours | 150.0 | ||
| Type | Number Required | Duration / Length | Weighting | Timing / Submission Deadline |
|---|---|---|---|---|
|
Final exam |
1 |
3 hours |
50% |
Week 15 |
|
Midterm exam |
1 |
2.5 hours |
20% |
Week 7 |
|
Group field project |
1 |
1500 words |
20% |
Week 12 |
|
Presentation of the project |
1 |
20 minutes |
10% |
Week 13 |
Intended Learning Outcomes:
Understand the rationale for studying consumer behaviour
To comprehend the most important theory related to the field of Consumer Behaviour.
Identify and explain factors which influence consumer behaviour
Demonstrate how knowledge of consumer behaviour can be applied to marketing
Identify and critically analyse ethical issues.
Ability to conduct a research using pre-defined methods and to be able to critically analyse results.
Teaching and Learning Strategy:
Teaching will be combined with in-depth discussion of various cases necessary to illustrate the theoretical part of course. Examples will be provided for case studies that are of crucial importance for the course. (ILO:1-5)
Course readings and class discussion (ILO:1-5)
Group field project that provides a hands-on opportunity to understand specific behaviours that consumers engage in. (ILO:3-6)
Assessment Strategy:
Midterm exam oral presentation (ILO:1-3)
Final exam (ILO:1-5)
Group field project (ILO:3-6)
Practical Skills:
Ability to produce an exploratory research project in the field
Ability to strategize research in the field
Report writing
Understand the influence of conditions, time and manner of purchases on consumer behaviour
Choosing the optimal approach in resolving consumer problems
Teaching and Learning Strategy:
Teaching will be a combination of lecture and discussion with extensive use of examples and case studies (PS:1-5)
Group field project (PS:1-5)
Assessment Strategy:
Final and midterm exam (PS:3-5)
Group field project (PS:1,2,3,4)
Oral presentation (PS:2-3)
Transferable Skills:
A problem-centered and problem-solving approach
Ability to effectively present own and others’ point of view
Communication Skills: Written and Oral
Research Skills
Data analyses skills
Ability to work in the team
Classify data
Compare, inspect or record facts
Meet deadlines
Good time management
Organize/manage projects
Teaching and Learning Strategy:
Course readings and class discussions. (TS: 1-3; 5-8)
Lectures and in-class exercises (TS: 1-3;5-8)
Group field project and presentation (TS:1-11)
Group discussions (TS: 1-3,5,7,8)
Assessment Strategy:
Midterm and Final exam (TS: 1-3;5-8)
Group field project and presentation (TS:1-11)
Set text
Books
Edgell S., Hetherington K. and Warde A. ed. (1996) Consumption Matters, The Editorial Board of the Sociological Review, Blackwell Publishers. (selected chapters)
Hesse-Biber S. and Leavy P. (2004) Approaches to Qualitative Research, Oxford University Press. (selected chapters)
Schor J.B. and Hold D. ed. (2000) The Consumer Society Reader, The New Press, New York. (selected chapters)
Sherry J. F. Jr. and Fischer E. (2009) Explorations in Consumer Culture Theory, Routledge. (selected chapters)
Sherry J.F. Jr. ed. (1995) Contemporary Marketing and Consumer Behaviour: An Anthropological Sourcebook, SAGE Publications Inc. (selected chapters)
Journal articles
Bradley J. (2007) The Consumer. Advertising Age. Vol.78(3), p.29.
Carter, T.J. and Gilovich, T. (2012) I Am What I Do, Not What I Have: The Differential Centrality of Experiential and Material Purchases to the Self, Journal of Personality and Social Psychology, Vol.102(6), pp.1304-1317
Chang, P. and Chieng, M. (2006)Building consumer–brand relationship: A cross‐cultural experiential view
Goulding, C. (2001) Romancing the past: Heritage visiting and the nostalgic consumer, Psychology & Marketing, Vol.18(6), pp.565-592
Hamby, A., Daniloski, K. and Brinberg, D. (2015). How consumer reviews persuade through narratives. Journal of Business Research, 68(6), pp.1242-1250.
Lüdicke, M. (2011) Broadening the Scope of Consumer Acculturation Theory. Advances in Consumer Research, Vol.38, p.1.
Psychology and Marketing, Vol.23(11), pp.927-959
Please note
This specification provides a concise summary of the main features of the module and the learning outcomes that a typical student might reasonably be expected to achieve and demonstrate if he/she takes full advantage of the learning opportunities that are provided.
More detailed information on the learning outcomes, content and teaching, learning and assessment methods of each module and programme can be found in the departmental or programme handbook.
The accuracy of the information contained in this document is reviewed annually by the University of Buckingham and may be checked by the Quality Assurance Agency.
Date of Production : May 2017
Date approved by School Learning and Teaching Committee:
Date approved by School Board of Study :
Date approved by University Learning and Teaching Committee:
Date of Annual Review:
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