Module code: MAN2110

Module provider

Surrey Business School

Module Leader


Number of Credits


ECT Credits



FHEQ Level 5

JACs code


Module cap (Maximum number of students)


Module Availability

Semester 2

Overall student workload

Independent Study Hours: 117

Lecture Hours: 22

Tutorial Hours: 11

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework GROUP PROJECT (IN PAIRS) (3,000 WORDS) 40%
Examination EXAM 2 HOUR 60%

Alternative Assessment

Individual essay in lieu of Group Project 1,500 words.

Prerequisites / Co-requisites


Module overview

The aim of this module is to introduce students to the interdisciplinary field of Consumer Behaviour. This module, by delving beneath the behaviour of consumers, provides students with a comprehensive understanding of the various factors that affect and form consumer behaviour. The module builds on the core principles of marketing and focuses on how firms can utilize consumer behaviour knowledge in order to create successful and viable marketing strategies. As such, it constitutes an essential part of programmes relating to Business, Marketing and Retail Management. The Consumer Behaviour module brings together ideas and theories from diverse areas such as marketing strategy, sociology and psychology in order to understand the behaviour of consumers. Appropriate research techniques and leading-edge research findings will be discussed to enhance understanding of the consumer behaviour in the contemporary marketplace. 

Module aims

provide an understanding of the theoretical foundations of the factors that affect consumer behaviour;

provide an understanding of the managerial significance of consumer behaviour theory;

enable students to appreciate and critically evaluate the multifaceted aspects of consumer behaviour;

enable students to apply theoretical and practical aspects of consumer behaviour discussed in lectures and seminars.

Learning outcomes

Attributes Developed
Demonstrate knowledge and understanding of key concepts and theories of consumer behaviour K
Practically apply consumer behaviour theories, models and concepts KT
Understand and critically evaluate the factors affecting consumer behaviour CPT
Understand how knowledge of consumer behaviour can be applied to marketing, strategy and policy development CP
Analyse aspects of consumer behaviour and report results in a clear and concise manner CPT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Module content

Indicative content includes:

Introduction to consumer behaviour
Consumer perception
Learning and memory
Involvement and motivation
Decision making process
Group influence and opinion leadership
Culture and consumer behaviour
Recent developments in consumer behaviour

Methods of Teaching / Learning

The learning and teaching strategy is designed to enable students to gain an understanding of key consumer behaviour concepts and theories, and their application to marketing situations/strategies.

The teaching and learning methods are based on the delivery of lectures and seminars, via a 2-hour lecture and 1-hour seminar each week.

Lectures are designed to illustrate and explain theoretical concepts and/or models of consumer behaviour; seminars aim at demonstrating the practical applications of theoretical concepts/models and the research methods used to study consumer behaviour, as well as to support the assignment and the exam.

The learning and teaching methods include:

Lectures (2 hours lecture per week x 11 weeks)
Seminars (1 hour seminar per week x 11 weeks)

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate their understanding on core consumer behaviour theories and concepts, and to critically apply these to investigate consumer behaviour phenomena. The assessment focuses on evaluating students’ critical understanding of consumer behaviour topics and also provides an opportunity to work with, and to learn from, peers. The assessment components test the outlined learning outcomes.

The summative assessment for this module consists of:

Group written project report (in pairs) (40%) 3,000 words.
Examination (2 hour) (60%)

Formative assessment and feedback

Students will receive the assignment topic in the first weeks of the module and are expected to familiarise themselves with it. Prior to the assignment, lecture/seminar time will be spent discussing the assignment requirements, the assessment criteria and the feedback process. Verbal formative feedback will also be provided in seminars dedicated to guide the preparation of the assignment. Furthermore, seminar time will be devoted to prepare students for the exam also.

Reading list

Reading list for CONSUMER BEHAVIOUR :

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2017/8 academic year.