APME59-Consumer Behaviour and Food Marketing

Module Provider: Agr and Food Econ
Number of credits: 10 [5 ECTS credits]
Level:7
Terms in which taught: Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2021/2

Module Convenor: Dr Elena Millan
Email: e.s.millan@reading.ac.uk

Type of module:

Summary module description:

Learn about and critically assess the theories for understanding and influencing changes in consumer behaviour, with a special focus on food products. Develop knowledge of consumer behaviour theories and models for understanding underlying purchasing mechanisms; identify a range of important factors which influence consumer behaviour; understand how marketing stimuli are calibrated to achieve different objectives; and analyse critically issues specific to food consumption behaviour. Learn through lectures, student-led seminar presentations on case-studies, applied consumer behaviour related assignments, and class discussions on key and suggested further readings.

Aims:
The module aims to discuss the theories for understanding and influencing changes in consumer behaviour, with a special focus on food products.

Assessable learning outcomes:
Students will develop knowledge of consumer behaviour theories and models for understanding underlying purchasing mechanism; identify a range of important factors which influence consumer behaviour; understand how marketing stimuli are calibrated to achieve different objectives and identifying specific issues related to the analysis of food consumption behaviour.

Additional outcomes:
Students will develop effective verbal and written communication skills using appropriate presentation aids. They will also develop critical skills by analysing consumer behaviour under different perspectives and theoretical frameworks.

Outline content:
£ Paradigms and models of Consumer Behaviour £ Attitudes, beliefs and consumer behaviour £ Personality influences on consumer behaviour £ Social and cultural influences on consumer behaviour £ Individual and household decision making £ Consumers, retailers and the shopping environment £ Consumer satisfaction

Brief description of teaching and learning methods:
The sessions will comprise a lecture and student-led seminar presentations on case-studies, applied consumer behaviour related assignments, or key articles related to the topic discussed in the previous week's lecture and suggested further readings, followed by a class discussion. The lectures will provide the theoretical background for the successful completion of the applied tasks.

Summative assessment- Examinations:
One 2 hour examination (50%)

Summative assessment- Coursework and in-class tests:
The essay coursework is an individual piece of work based on a choice of topics and has a mandatory word limit of 2,000 words. PLEASE NOTE THAT THIS COURSEWORK IS INDICATIVE ONLY AND MAYBE SUBJECT TO CHANGE.

Relative percentage of coursework: 50%

Formative assessment methods:

Penalties for late submission:

The below information applies to students on taught programmes except those on Postgraduate Flexible programmes. Penalties for late submission, and the associated procedures, which apply to Postgraduate Flexible programmes are specified in the policy £Penalties for late submission for Postgraduate Flexible programmes£, which can be found here: