Consumer Behaviour (ULMS082)

This module will introduce students to certain aspects and principles of consumer behaviour and the development of consumer behaviour in the marketplace. Students will develop the knowledge and skills of identifying patterns of consumer behaviour and applying the concepts and principles learned to real marketing practices.

Module leader: Alex Knight

Alex is a doctoral researcher within the University of Liverpool Management School (ULMS), predominantly based in the Marketing group. As a current researcher he focuses on consumer behaviour, specifically revolving around concepts of consumer enchantment and notions of futurism with technological applications. He currently holds a First Class BA (Hons) in Marketing and a Distinction MRes in Business & Management. At ULMS he has past experience in delivering modules on marketing and consumer behaviour from undergraduate to postgraduate level. He enjoys both teaching and interacting with students and having discussions regarding consumption practices, helping to create a mutually beneficial learning environment.

Aims

Build confidence in understanding, discussing, and communicating complex ideas surrounding consumer behaviour.
Develop skills in research and critical thinking, understanding how to critique current marketing practices in understanding consumers’ behaviour within the modern-day marketplace.
Introduce students to core principles and concepts of consumer behaviour.

Content

The following topics will be considered on the module:

Introduction to Consumer Behaviour
Motivation, Values and Consumer Lifestyles
New Times, New Consumers
Consumer Tribes
Income & Social Class (Psychographic Segmentation)
Consumer Decision Making

Structure

This module will be delivered over a 3-week period comprised of 6 2-hour sessions per week. In total, there will be 12 hours contact time. The 6 sessions will include a formal lecture covering the topic identified. Additionally, integral to each session will be opportunities for students to discuss (in English) concepts discussed in the lecture in a seminar style class. In each session students are actively encouraged to contribute to the discussion and facilitate an inclusive learning environment. Outside of the classroom, it is expected that students spend 38 study hours on activities relating to the module, including but not limited to, assigned readings and wider readings on topics of personal interests, assessments, web research and any preparation needed prior to seminars.

Session One: Introduction to Consumer Behaviour: A Consumer Society
Session Two: Understanding Consumers: A look at the Self
Session Three: New Times, New Technology Savvy Consumers
Session Four: Stayin’ Together, Stayin’ Consuming: Consumer Tribes
Session Five: Approaches to Psychographic Segmentation: A Marketers Perspective
Session Six: Alexa, what should I buy?: Consumer Decision Making

Teaching methods

The teaching approach will include the following:

Taught sessions in a lecture-style format
Seminar sessions including small group working, group discussions, and presentations
Online learning

Assessment

The module will be assessed by:

Written essay (worth 100% of the module).
Word count: 1000 (minimum) up to 1200 (maximum)

Students are required to answer one of the following questions:

Critically evaluate the concept of a ‘consumer culture’ and how it shapes both individual identities and societal values.
Belk’s (1988) ‘extended self’ argues that possessions form part of our identity. In an era of digital possessions (e.g., avatars, social media profiles, NFTs), how is the concept of the extended self continually evolving, and how does this shape contemporary consumer behaviour?
Critically examine the “prosumer” phenomenon, where consumers both consume and produce content. How has this shift in consumer role impacted power dynamics between brands and consumers?
Compare and contrast the concepts of consumer tribes, subcultures of consumption, and brand communities. How do these collective forms of consumption shape consumer identity and loyalty?

In regard to referencing style, there is no specific referencing style required to adhere to, i.e., Harvard, Vancouver, APA, MHRA etc. However, students must select one preferred referencing style to use and follow the correct format. It is entirely up to student choice as to which referencing style they adopt but consistency in the style must be present throughout.

Standard ULMS policies will apply to assignments submitted late.

Learning outcomes

Students will have developed the confidence to comprehensively understand and communicate complex ideas about consumer behaviour in written language.

Students will be able to research a topic and critically analyse academic research.

Students will be able to demonstrate an introductory understanding of some concepts about consumer behaviour.

Skills

Key skills that will be developed:

Collaboration and teamwork, through group discussions, activities and tasks in class, and collaborative research
Communication, developed orally in group discussions, activities and tasks in class, and in writing by production of assessed assignment.

Books, ebooks and websites

The University Library website provides access to many relevant books and electronic books, as well as academic journals and databases.