MKT30040 Consumer Psychology

Academic Year 2022/2023

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. Have an understanding on how consumers process information, form attitudes and make decisions, and how these are shaped by internal and external influences.
2. Gain insight on how principles of consumer psychology is applied to marketing strategy and practise.

Student Effort Hours: 
Student Effort Type Hours
Lectures

24
Total

24
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
Examination: Written exam 2 hour End of Trimester Exam No Graded No

60
Group Project: Group project which will take students out of the classroom. Week 10 n/a Graded No

40

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

• Feedback individually to students, on an activity or draft prior to summative assessment
• Peer review activities

How will my Feedback be Delivered?

Not yet recorded.