Consumer Behaviour

Module description

What is the module about?

Consumer behaviour is an exciting, dynamic and growing field of marketing that draws on different social science disciplines (i.e., psychology, economics, anthropology, and sociology). The field uses these perspectives to examine individual and collective consumption behaviours in various cultural, social, economic and environmental settings.

This module examines how and why consumers think, feel and behave the way they do and what this means for marketing products, services, ideas and experiences. This is a 2nd year marketing module that will include a variety of teaching and learning techniques, including classroom debates, team projects, and analyses of assigned readings.

Students are expected to read and engage with all materials (including textbook chapters and posts, articles, and videos posted on KEATS) before the class meeting each week. Current events relevant to consumer behaviour, marketing and management will be discussed regularly, therefore students are also expected to keep up on current business events in the marketplace.

 

Who should do this module?

Students who are interested in:

• Exploring the factors which influence consumers’ and buyers’ decision-making.

• Analysing a range of emerging issues and developments which might impact consumers in the future.

• Applying consumer behaviour concepts and theories to marketing problems.

• Understanding the interplay between consumer behaviour and marketing strategy.

 

Provisional Lecture Outline 

Lecture 1: Introduction to Consumer Behaviour

Lecture 2: Consumer Decision Making

Lecture 3: Learning and Memory

Lecture 4: Perception and Attention

Lecture 5: Attitudes

Lecture 6: Identity and Self

Lecture 7: Group Influences

Lecture 8: Society and Consumption

Lecture 9: Social Media and Influencers

Lecture 10: Customer Satisfaction and Loyalty

Assessment details

60% Individual Coursework

40% Group Project

Teaching pattern

Weekly lecture

Fortnightly tutorial

Suggested reading list

The core text will be confirmed when the module begins. 

 

Module description disclaimer

King’s College London reviews the modules offered on a regular basis to provide up-to-date, innovative and relevant programmes of study. Therefore, modules offered may change. We suggest you keep an eye on the course finder on our website for updates.

Please note that modules with a practical component will be capped due to educational requirements, which may mean that we cannot guarantee a place to all students who elect to study this module.

Please note that the module descriptions above are related to the current academic year and are subject to change.