Module Specification Student and Academic Services
Module Specification
Customer Behaviour
Version: 2023-24, v1.0, 29 Jun 2023
Contents
Module Specification ............................................................................1
Part 1: Information ................................................................................2
Part 2: Description ................................................................................2
Part 3: Teaching and learning methods ..............................................3
Part 4: Assessment...............................................................................4
Part 5: Contributes towards .................................................................5
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Module Specification Student and Academic Services
Part 1: Information
Module title: Customer Behaviour
Module code: UMKDW9-15-M
Level: Level 7
For implementation from: 2023-24
UWE credit rating: 15
ECTS credit rating: 7.5
Faculty: Faculty of Business & Law
Department: FBL Dept of Business & Management
Partner institutions: None
Field: Marketing
Module type: Module
Pre-requisites: None
Excluded combinations: None
Co-requisites: None
Continuing professional development: No
Professional, statutory or regulatory body requirements: None
Part 2: Description
Overview: This is an module introducing postgraduates to the ways of analysing and
understanding customer behaviour - including both consumers and business
customers.
Features: Not applicable
Educational aims: This module aims to develop knowledge and understanding of
marketing theories and concepts drawn from research in marketing psychology.
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Fundamental marketing and processes in consumer behaviour are investigated
(decision-making, perception, learning, attitudes, and persuasion…). In this module
we also explore the extent to which these processes are influenced by individual,
environmental, inter-personal and cultural/sub-cultural factors.
Outline syllabus: The syllabus will cover a range of consumer behaviour topics
based on the psychology literature and on consumer behaviour in a service context.
This will include topics such as:
Service marketing topics:
•The Marketing Concept & the Marketing strategy
•The extended service Marketing Mix
•Service quality and complaining behaviour
•Understanding the marketplace: Consumer behaviour
•Marketing research & Assessment briefing
Psychology topics:
•Behaviour in a network/group
•Individual differences
•Cognitive biases
•Presentational effects
•Making choices
Part 3: Teaching and learning methods
Teaching and learning methods: Scheduled learning includes lectorials, tutorials,
demonstration, practical classes, workshops, debates, student presentations.
Independent learning includes hours engaged with essential reading, case study
preparation, assignment preparation and completion etc. These sessions constitute
an average time per level as indicated in the table below.
Module Learning outcomes: On successful completion of this module students will
achieve the following learning outcomes.
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MO1 Identify and appraise appropriate secondary data to analyse consumer
behaviour
MO2 Select, evaluate and apply conceptual and theoretical ideas to analyse
and improve marketing strategies
MO3 Apply the principles of consumer behaviour to strategic decision-making for
a specific brand
Hours to be allocated: 150
Contact hours:
Independent study/self-guided study = 128 hours
Face-to-face learning = 22 hours
Total = 150
Reading list: The reading list for this module can be accessed at
[Link] via the following link [Link]
[Link]?lang=en&login=1
Part 4: Assessment
Assessment strategy: The assessment method will require students to use data to
analyse customer behaviour, and discuss a strategic approach for applying theory to
engage with customers.
This strategy fits with the programme learning outcome to demonstrate critical
awareness of the influences on human behaviour and develop effective marketing
strategy.
Students will prepare a 30 minute presentation, presenting their ideas in a video,
helping to ensure this is their own work.
Although the assignment will be submitted for formal assessment at the end of the
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semester, students will work on the assignment iteratively throughout the semester
and will receive formative feedback from their tutor ahead of the final submission.
Assessment tasks:
Presentation (First Sit)
Description: Students will be required to:
[Link] the positioning of the brand
[Link] current consumer behaviour related to this brand
[Link] ideas on how this brand could affect future consumer behaviour
Weighting: 100 %
Final assessment: Yes
Group work: No
Learning outcomes tested: MO1, MO2, MO3
Presentation (Resit)
Description: Students will be required to:
1. Identify the positioning of the brand
2. Explain current consumer behaviour related to this brand
3. Present ideas on how this brand could affect future consumer behaviour
Weighting: 100 %
Final assessment: Yes
Group work: No
Learning outcomes tested: MO1, MO2, MO3
Part 5: Contributes towards
This module contributes towards the following programmes of study:
Marketing [Frenchay] MSc 2023-24
Digital Marketing [Frenchay] MSc 2023-24
Marketing Communications [Frenchay] MSc 2023-24
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