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Unit information: Consumer Behaviour in 2021/22

Unit name Consumer Behaviour
Unit code EFIMM0043
Credit points 15
Level of study M/7
Teaching block(s) Teaching Block 2 (weeks 13 - 24)
Unit director Dr. Penny Walters
Open unit status Not open




School/department School of Management
Faculty Faculty of Social Sciences and Law

Description including Unit Aims

Central to this unit is the exploration and analysis of the notion of the ‘consumer’ and the concept of ‘consumption’. Students are encouraged to analyse the processes associated with consumption decisions, the internal and external influences on them, and consumers’ evaluative processes. Throughout the unit, students will explore the application of consumer behaviour within a range of contexts and critically evaluate the implications it holds, not only for management, but also for consumers themselves. More widely, they will also consider the impact and implications of consumption trends for society as a whole.

Intended Learning Outcomes

On completion of this unit, students will be able to:

  1. Demonstrate a critical awareness of the changing nature of consumers, consumer practice, and the wider consumption environment.
  2. Analyse the importance that an understanding of consumer behaviour may have in the formulation of marketing strategy.
  3. Assess the relative influence of psychological, sociological, structural, and cultural factors upon consumer behaviour.
  4. Compare different types of decision-making processes.
  5. Critically evaluate the ethical implications associated with attempts to influence the attitudes and behaviours of consumers.

Teaching Information

Teaching will be delivered through a combination of synchronous and asynchronous sessions including lectures, tutorials, drop-in sessions, discussion boards and other online learning opportunities.

Assessment Information

Submission of five portfolio tasks, (5 tasks x 600 words = 3,000) 100% of the summative grade)


If this unit has a Resource List, you will normally find a link to it in the Blackboard area for the unit. Sometimes there will be a separate link for each weekly topic.

If you are unable to access a list through Blackboard, you can also find it via the Resource Lists homepage. Search for the list by the unit name or code (e.g. EFIMM0043).

How much time the unit requires
Each credit equates to 10 hours of total student input. For example a 20 credit unit will take you 200 hours of study to complete. Your total learning time is made up of contact time, directed learning tasks, independent learning and assessment activity.

See the Faculty workload statement relating to this unit for more information.

The Board of Examiners will consider all cases where students have failed or not completed the assessments required for credit. The Board considers each student's outcomes across all the units which contribute to each year's programme of study. If you have self-certificated your absence from an assessment, you will normally be required to complete it the next time it runs (this is usually in the next assessment period).
The Board of Examiners will take into account any extenuating circumstances and operates within the Regulations and Code of Practice for Taught Programmes.