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MKT30040

Academic Year 2024/2025

Consumer Psychology (MKT30040)

Subject:
Marketing
College:
Business
School:
Business
Level:
3 (Degree)
Credits:
5
Module Coordinator:
Assoc Professor Geertje Schuitema
Trimester:
Autumn
Mode of Delivery:
On Campus
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

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.

About this Module

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 Invalid Option
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered
Exam (In-person): Pen-and-paper exam to assess basic knowledge in line with learning objectives. End of trimester
Duration:
2 hr(s)
 Graded No
60
 No
Quizzes/Short Exercises: Short exersise to assess problem-solving and evaluation skills set up as Brightspace assignment in Week 1 Week 1 Pass/Fail Grade Scale No
10
 No
Quizzes/Short Exercises: Short exersise to assess problem-solving and evaluation skills set up as Brightspace assignment in Week 7 Week 7 Pass/Fail Grade Scale No
10
 No
Group Work Assignment: Short group exercise to go through the stages of developing a marketing campaign. Week 8, Week 9, Week 10, Week 11 Graded No
20
 No

Carry forward of passed components Invalid Option
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.

Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.
Autumn Lecture Offering 1 Week(s) - Autumn: All Weeks Thurs 11:00 - 12:50
Autumn Lecture Offering 2 Week(s) - Autumn: All Weeks Thurs 14:00 - 15:50
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