20 credits at level HE6
With Elements of Marketing as a foundation this module will give students the opportunity to gain further knowledge and understanding of buying behaviour theories and concepts, and an understanding of how it is applied by organisations.
To critically review, consolidate and understand the nature and scope of Buying Behaviour;
To evaluate the concepts and tools underpinning Buying Behaviour;
To diagnose the nature of marketing problems associated with Buying Behaviour;
To critically appraise the application of Buying Behaviour concepts and theories by organisations.
Review of the Marketing Concept
Cognition, Perception and Learning Processes as factors in Buying Behaviour
Theories of Motivation
Theories of Personality, Moods, Attitudes and Behaviour
Culture, Social Class and Group Influence
Buyer behaviour in organisations
Ethics, and Marketing Communications
In addition students will have the opportunity of presenting a Seminar topic (from a choice of 10 topics) to the class for subsequent discussion
Students will carry out an individual study of Buying Behaviour in a particular organisation or industry.
Teaching will be through lectures, seminars, group discussions, case studies and directed reading. Use will be made of examples from the real world and students will be encouraged to draw from their own experiences.
The learning hours for this module are made up of the following components:
Lectures - 26
Seminars - 9
Group Discussions - 4
Case Studies - 3
Directed and Personal Study - 158
Total hours - 200
The first outcome will be assessed by an essay format which will be presented in a seminar forum. The topic will assess the ability of the learner to evaluate a number of buying behaviour theories.
The third learning outcome will be assessed by a report. The report will assess the learners ability to relate academic theory to real life business practice. It is anticipated that the learner will make realistic recommendations when applying buying behaviour theory to these practices.
NB Where this module is offered online (via BoltOnline) lectures and seminars delivered by Elluminate.
when you have successfully completed this module you will:
to demonstrate that you have achieved the learning outcome you will:
|1.||be able to synthesise and compare the main theories and concepts of buying behaviour.||Compare and contrast key concepts and theories of Buying Behaviour.|
|2.||be able to evaluate the application of buying behaviour theories and concepts to marketing situations.||
evaluate the application of Buying Behaviour theories and concepts by organisations
evaluate a number of buying behaviour models and theories;
identify and critically discuss relevant issues relating to buying behaviour.
|3.||be able to conduct secondary research on how organisations apply Buying Behaviour theory and concepts;
be able to identify weaknesses/problems in the way organisations apply Buying Behaviour theories or concepts.
critically appraise different ways of applying Buying Behaviour theories and concepts;
produce a report on time formulating these findings;
provide relevant solutions/make recommendations in the report.
Your achievement of the learning outcomes for this module will be tested as follows:
|Description||Seminar Paper 2500 words||Individual study of Buyer Behaviour 2500 words|
Before taking this module you must have successfully completed the following:
No restrictions apply.
Schiffman, L., Kanuk, L. and Hansen, H. (2008), Consumer Behaviour: A European Outlook, adapted international edition, Harlow: Financial Times Prentice Hall
Arnould, E., Price, L., and Zinkhan, G. (2005), Consumers, 2nd ediion, London: McGraw Hill
Desmond, J. (2003), Consuming Behaviour, Basingstoke: Palgrave Macmillan
Evans, M., Jamal, A., and Foxall, G. (2006), Consumer Behaviour, London: John Wiley & Sons
Foxall, R.F., Goldsmith, R.E., and Brown, S. (1998) Consumer Psychology for Marketing, 2nd edition. London: International Thomson Business Press
Hawkins, D.I, Best, R.J., and Coney, K.A. (1998), Consumer Behaviour: Building Marketing Strategy, 7th Edition, London: McGraw-Hill
Hoyer, W.D., and MacInnis, D.J. (2005), Consumer Behaviour, 4th edition, Boston Mass.: Houghton Mifflin
Solomon, M. (2008) Consumer Behaviour: Buying, Having, and Being, 10th edition, London: Pearson Education
Solomon, M.R. (2008) Consumer Behaviour: Buying, Having, and Being, 10th edition, London: Prentice Hall
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