Nottingham University Business School
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Consumer Behaviour

Please note that the following information may be subject to change.

Programme: Undergraduate

Module Code: N13701

Semester: Spring

Convenor: Sally McKechnie

Credits & Level: 10 credits; Level 3

Pre-requisites: N12412 (Marketing Management) or N12105 (Introduction to Marketing A).

Co-requisites: None.

Target Students: Available to all Part I and Part II students with the appropriate pre-requisite N12412 Marketing Management OR N12105 Introduction to Marketing A

Delivery: 11 one-hour lectures and 3 one-hour seminars

Assessment: One 1-hour examination (50%); 1,500 word coursework (50%)

Exam Format:Answer ONE question from a choice of FOUR

Summary of Content This module introduces and develops frameworks which enable businesses to understand the buying behaviour of consumers.

Aims To introduce and develop frameworks which enable businesses to understand the buyer behaviour of consumers.

Key Words: Consumer Behaviour; Consumers as Individuals; Consumers as Decision Makers; Consumers in Society; Consumer Culture

Learning Objectives & Outcomes Knowledge and understanding
This module develops a knowledge and understanding of:
  • The management of customer expectations, relationships and development of service excellence
  • The comprehension and use of relevant communications for application in business and management, including the use of digital tools
  • The need for individuals and organisations to manage responsibly and sustainably and behave ethically in relation to social, cultural, economic and environmental issues
Intellectual skills
This module develops:
  • The ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making
  • Conceptual and critical thinking, analysis, synthesis and evaluation
Professional practical skills
This module develops:
  • Commercial acumen based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty
Transferable (key) skills
This module develops:
  • Articulating and effectively explaining information



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Nottingham University Business School

Jubilee Campus
Nottingham
NG8 1BB

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email: business-enquiries@nottingham.ac.uk