MKT30040 Consumer Psychology

Academic Year 2024/2025

Why do people buy things they don’t need? Why do peers influence what people like and do? How can people be persuaded to buy a product? Consumers are the most essential stakeholder of any company, yet marketing professionals often lack the foundational understanding of consumer psychology and its crucial impact on the marketplace. In this course you discover the psychological underpinnings of consumers’ decisions making processes and how consumer insights can be applied to marketing practice. Interest in psychology in addition to marketing is important for students to succeed in this module.

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Curricular information is subject to change

Learning Outcomes:

After completing the course students should have obtained an overview and understanding of the most important concepts and theories that are relevant to understand consumer behaviour. Upon successfully completing this module, students will:

1. Understand how consumers process information, form attitudes and make decisions, and how these are shaped by internal and external influences.
2. Gain insights in how principles of consumer psychology is applied to marketing strategy and practices.
3. Gain ability to explain why and how marketing strategies can impact consumer behaviour.

Student Effort Hours: 
Student Effort Type Hours
Lectures

24
Autonomous Student Learning

116
Total

140
Approaches to Teaching and Learning:
Via self-study, lectures and in-class interactions theory and application of consumer psychology will be studied and analyzed. 
Requirements, Exclusions and Recommendations
Learning Recommendations:

It is recommended that students have at least some knowledge of the Principles of Marketing and Marketing Management or else to have a background in the Humanities/Social Sciences.


Module Requisites and Incompatibles
Not applicable to this module.
 
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Quizzes/Short Exercises: Short exersise to assess problem-solving and evaluation skills set up as Brightspace assignment in Week 7 n/a Pass/Fail Grade Scale No

10
Exam (In-person): Pen-and-paper exam to assess basic knowledge in line with learning objectives. n/a Graded No

60
Quizzes/Short Exercises: Short exersise to assess problem-solving and evaluation skills set up as Brightspace assignment in Week 1 n/a Pass/Fail Grade Scale No

10
Group Work Assignment: Short group exercise to go through the stages of developing a marketing campaign. n/a Graded No

20

Carry forward of passed components
No
 
Resit In Terminal Exam
Spring Yes - 2 Hour
Please see Student Jargon Buster for more information about remediation types and timing. 
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.