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Consumer Behaviour

Key information

Subject area:

Stackable Microcredentials

Course type:

Assessed Module

Credit level:


Credit value:



6 weeks

Available course dates:

From: 13 May 2025 To: 24 June 2025
Application deadline: 15 April 2025

Course overview

​​Consumer behaviour is an exciting, dynamic and growing field of marketing that draws on the different perspectives of the core social science disciplines (i.e., psychology, economics, anthropology, sociology and communication). The field uses these perspectives to examine individual and collective consumption behaviour in various cultural, social, economic and environmental settings. This module examines how individuals behave, think and feel the way they do and what this means for marketing products, services and ideas in both the business-to-consumer and business-to-business contexts.​ 

What does this course cover?

This module aims to:

  • Provide a critical overview of important core consumer and buyer behaviour theories.
  • Explore the role and influence of culture upon consumers’ and buyers’ decision-making.
  • Critically consider the ethical implications of marketing strategy and practice.
  • Critically consider the interdisciplinary influences on consumer and buyer behaviour theories.
  • Apply consumer and buyer behaviour theories to marketing strategy and practice.

What will I achieve?

By the end of the module, you will be able to:

  • Select consumer and buyer behaviour theories to evaluate and assess marketing strategy and practice.
  • Identify and critique theories that explain observed consumer and buyer behaviour.
  • Evaluate, select and design market research programmes.
  • Recall and illustrate consumer and buyer behaviour processes and challenges.
  • Classify consumers’ ethical concerns and argue for marketing strategy remedies.
  • Assess marketing strategy problems using consumer and buyer behaviour theories.
  • Summarise and criticise academic work on consumer and buyer behaviour.

Who is this for?

​​The standard entry requirements comprise: 

  • A 2:2 honours degree or international equivalent,
  • A CV and personal statement outlining your reasons for study,
  • English language band B (for example, IELTS 7.0 overall with a minimum of 6.5 in each skill)​. 

How will I be assessed?

​​You will be via coursework and examination, as follows: 

  • Coursework 1 = 70% 
  • Coursework 2 = 10% 
  • Examination 1 = 10% 
  • Examination 2 = 10% ​ 

What is the teaching schedule?

This module is delivered online and includes a variety of interactive activities to support learning. This includes discussion forums, online readings, interactive lectures, videos, quizzes, reflections, guest speakers, and online webinars. You can join live webinars, typically held on Tuesday lunchtimes, but if you are unable to attend you will be able to catch up via recordings.

You will be expected to undertake approximately 150 hours of study in total for this module. 

Further information

​This module is offered as part of our flexible master’s awards in Professional Development. The awards are one of the most flexible currently offered in the UK, providing the opportunity to study a range of modules from across King’s, both on-campus and online. Whether you are looking for a promotion or to retrain, you have come to the right place.  

Designed for mature professionals juggling life and work commitments, our postgraduate awards will enable you to study at your own pace. In challenging financial times, you are also able to fund your studies module-by-module.  We will support you to select the right module diet that meets your objectives while ensuring that you are well prepared for success. We will also help you to build your professional network of peers from across our suite of CPD modules.  

We can’t wait for you to continue your lifelong learning journey here at King’s.

Course status:

Opening soon

Full fee £1605

Express interest


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