AP3EC3-Contemporary Issues in Consumer Behaviour and Marketing

Module Provider: School of Agriculture, Policy and Development
Number of credits: 10 [5 ECTS credits]
Level:6
Terms in which taught: Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2021/2

Module Convenor: Dr Daniele Asioli
Email: d.asioli@reading.ac.uk

Type of module:

Summary module description:

Approach consumption as a complex economic, social and cultural set of practices, connected with the spread of the market economy, the developing globalisation, and the succession of technological innovations. Gain in-depth understanding of the theories, practices, discourses, and institutions which characterise ‘consumer culture’. Through class discussions and workshops, examine and critically reflect on case studies that illustrate relevant contemporary issues in consumer behaviour and marketing, e.g. societal marketing, brand organisation, product availability, communication, as well as key challenges in the current consumer behaviour and marketing environment.

Aims:

This module will introduce students to contemporary issues in consumer behaviour and marketing. Firstly, the theories, practices, discourses and institutions which characterise ‘consumer culture’ will be introduced and discussed. Consumption is best considered as a complex economic, social and cultural set of practices, connected with the spread of the market economy, a developing globalisation, a succession of technological innovations, etc. Secondly, relevant contemporary issues in consumer behaviour and marketing such as ‘Societal marketing’ (i.e., organisation/Corporate Social Responsibility vs environment/sustainability/green marketing), ‘Brand organisation’ (i.e., brand architecture/organisation vs brand extension/growth), ‘Product availability’ (i.e., product assortment/choice vsÌýlimited editions/scarcity) and ‘Communication’ (i.e., celebrity advertising/endorsement vsÌýnegative word of mouth)Ìýwill be described, discussed and critically reflected with case studies. Finally, challenges in ‘consumerÌýbehaviourÌýand marketing’, ‘consumer culture’ and ‘global branding’ will be introduced and discussed with case studies. The lectures also will include discussion and workshops on contemporary issues in consumer behaviour and marketing.

Assessable learning outcomes:

By the end of this module students will be able to:

• Summarise and critically reflect the current discussion on ‘consumer culture’.


• Understand the relationships between consumers’ welfare, companies’ aims and society.


• Analyse, discuss and apply contemporary issues in consumer behaviour such as ‘Societal marketing’ (i.e., organisation/Corporate Social Responsibility vs environment/sustainability /green marketing), ‘Brand organisation’ (i.e., brand architecture/organisation vs brand extension/growth), ‘Product availability’ (i.e., product assortment/choice vsÌýlimited editions/scarcity) and ‘Communication’ (i.e., celebrity advertising/endorsement vsÌýnegative word of mouth).Ìý


• To introduce and discuss challenges in ‘consumerÌýbehaviourÌýand marketing’, ‘consumer culture’ and ‘global bran ding’.

Additional outcomes:
£ Being able to apply their theoretical marketing knowledge on contemporary issues in consumer behaviour on companies and brands.
£ Understand and reflect the complexity of consumption from different perspectives.
£ Being able to analyse and discuss contemporary issues in consumer behaviour and to apply scientific research on companies and brands.

Outline content:

• Introduction to Contemporary Issues in Consumer Behaviour and Marketing.


• Consumer Culture I: Development of Consumer Society or Consumer Culture.


• Consumer Culture II: Images of the Consumer in Western Discourse.


• Contemporary Issues in Consumer Behaviour and Marketing I: Societal marketing.


• Contemporary Issues in Consumer Behaviour and Marketing II: Brand organisation.


• Contemporary Issues in Consumer B ehaviour and Marketing III: Product availability.


• Contemporary Issues in Consumer Behaviour and Marketing IV: Communication.


• Challenges in ConsumerÌýBehaviourÌýand Marketing.


• Challenges in Consumer Culture and Global Branding.

Please note, the above outline may be subject to change.

Brief description of teaching and learning methods:

The module is delivered through 9 two-hour sessions comprising of traditional lectures, case studies, and workshops. All students are asked to participate by sharing examples and answering questions.

Contact hours:

Ìý	Autumn	Spring	Summer
Lectures		18
Guided independent study:		82
Ìý	Ìý	Ìý	Ìý
Total hours by term	0		0
Ìý	Ìý	Ìý	Ìý
Total hours for module	100

Summative Assessment Methods:

Method	Percentage
Written assignment including essay	70
Class test administered by School	30

Summative assessment- Examinations:

N/A

Summative assessment- Coursework and in-class tests:

Blackboard test (wk 9 of Spring Term) – 30%

Essay1,500 words (+/- 10%)Ìý(wk 1 of Summer Term) – 70%

Formative assessment methods:

During the module students will get formative feedback within the class based on in-class discussion and debate of the topics included in the module.

Penalties for late submission:

The Support Centres will apply the following penalties for work submitted late:

• where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
• where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

The University policy statement on penalties for late submission can be found at:
You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Assessment requirements for a pass:
A mark of 40% overall.

Reassessment arrangements:
By submission of a new written essay.

Additional Costs (specified where applicable):

1) Required text books:Ìý None

2) Specialist equipment or materials:Ìý None

3) Specialist clothing, footwear or headgear:Ìý None

4) Printing and binding:Ìý None

5) Computers and devices with a particular specification:Ìý None

6) Travel, accommodation and subsistence:Ìý None

Last updated: 9 February 2022