This module provides students with the opportunity to learn about how and why consumers and organisations select and buy services and the implications for marketing practitioners. The module is taught through lectures and seminars and is assessed through a group project and individual reflection. The group project involves working with marketing students from international universities (including Xi’an Jiaotong-Liverpool University (XJTLU)) to use consumer behaviour theory to identify cultural differences between the UK and China and the individual reflection will give students an opportunity to reflect on this experience of cross-cultural working.