Last modified: 22 Jul 2026 13:41
This theoretically informed and practical course aims to explore the key concepts and theories of consumer behaviour. At the end of the course students will have an understanding of:
- The activities individuals undertake when obtaining, consuming and disposing of products and services
- The consumer as an individual: Understanding motivations, psychographics, demographics and cognitive processes.
- Social and group aspects of consumer behaviour: The role of friends, family and reference groups.
- This will be achieved through a combination of lectures, seminars and directed private study.
| Study Type | Postgraduate | Level | 5 |
|---|---|---|---|
| Term | Second Term | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | Aberdeen | Sustained Study | No |
| Co-ordinators |
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Information on contact teaching time is available from the course guide.
| Assessment Type | Summative | Weighting | 75 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback |
2,000-word Essay worth 75% of the overall grade. |
Word Count | 2000 | |
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
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| Assessment Type | Summative | Weighting | 25 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback |
15-minute group presentation worth 25% of the overall grade. |
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| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
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There are no assessments for this course.
| Assessment Type | Summative | Weighting | 100 | |
|---|---|---|---|---|
| Assessment Weeks | Feedback Weeks | |||
| Feedback | Word Count | 2000 | ||
| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
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| Knowledge Level | Thinking Skill | Outcome |
|---|---|---|
| Factual | Remember | ILO’s for this course are available in the course guide. |
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