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ADMCCT: Consumer Behaviour: Concepts and Theory
Module code: ADMCCT
Module provider: School of Agriculture, Policy and Development
Credits: 20
Level: Postgraduate Masters
When you'll be taught: Semester 1
Module convenor: Dr Elena Millan, email: e.s.millan@reading.ac.uk
Module co-convenor: Ms Sandra Preciado, email: s.l.preciado@reading.ac.uk
Pre-requisite module(s):
Co-requisite module(s):
Pre-requisite or Co-requisite module(s):
Module(s) excluded:
Placement information: NA
Academic year: 2024/5
Available to visiting students: Yes
Talis reading list: Yes
Last updated: 20 May 2024
Overview
Module aims and purpose
The overall aim of this module is to develop understanding of critical concepts and theories of consumer behaviour and their application in different settings and contexts, including but not limited to food consumption applications. This will enable the students to progress confidently through their MSc studies and gain contextualised understanding of consumer behaviour.Ìý
Module learning outcomes
By the end of the module, it is expected that students will be able to:
- Understand the nature of consumer behaviour and critically evaluate the theories explaining and predicting diverse consumer behaviour outcomes
- Apply concepts and theories of consumer behaviour to different settings and contexts
- Understand the implications of consumer behaviour for effective marketing strategies
- Demonstrate a range of transferrable skills including problem-solving, teamwork, critical analysis and communication
Module content
- Introduction to consumer behaviourÌý
- Consumer behaviour researchÌý
- Decision making theories and marketing implicationsÌý
- Buying and usingÌý
- Personality and self-identity perspectives on consumer behaviourÌý
- Motivation, perception, and learningÌýÌý
- Attitudes and attitude modelsÌý
- Social issues, group dynamics and consumer behaviourÌý
- Culture and consumer behaviourÌý
- The digital consumerÌý
- Ethical and sustainable consumptionÌýÌý
Structure
Teaching and learning methods
The above topics will be presented in a series of lectures, which will incorporate videos, practical exercises and discussions. Teaching will be face to face.Ìý
Study hours
At least 42 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.
ÌýScheduled teaching and learning activities | ÌýSemester 1 | ÌýSemester 2 | ÌýSummer |
---|---|---|---|
Lectures | 42 | ||
Seminars | |||
Tutorials | |||
Project Supervision | |||
Demonstrations | |||
Practical classes and workshops | |||
Supervised time in studio / workshop | |||
Scheduled revision sessions | 2 | ||
Feedback meetings with staff | |||
Fieldwork | 5 | ||
External visits | |||
Work-based learning | |||
ÌýSelf-scheduled teaching and learning activities | ÌýSemester 1 | ÌýSemester 2 | ÌýSummer |
---|---|---|---|
Directed viewing of video materials/screencasts | |||
Participation in discussion boards/other discussions | |||
Feedback meetings with staff | |||
Other | |||
Other (details) | |||
ÌýPlacement and study abroad | ÌýSemester 1 | ÌýSemester 2 | ÌýSummer |
---|---|---|---|
Placement | |||
Study abroad | |||
ÌýIndependent study hours | ÌýSemester 1 | ÌýSemester 2 | ÌýSummer |
---|---|---|---|
Independent study hours | 151 |
Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.
Semester 1 The hours in this column may include hours during the Christmas holiday period.
Semester 2 The hours in this column may include hours during the Easter holiday period.
Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.
Assessment
Requirements for a pass
Students need to achieve an overall module mark of 50% to pass this module.
Summative assessment
Type of assessment | Detail of assessment | % contribution towards module mark | Size of assessment | Submission date | Additional information |
---|---|---|---|---|---|
Online written examination | Exam | 70 | 1,200 word limit per question | Semester 1, Assessment Period | 2 essay questions out of 4. |
Oral assessment | Video-recorded presentation with or accompanied by slides | 30 | 15-20 minutes | Turn-it-in submission via Blackboard. |
Penalties for late submission of summative assessment
The Support Centres will apply the following penalties for work submitted late:
Assessments with numerical marks
- 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 three working days;
- the mark awarded due to the imposition of the penalty shall not fall below the threshold pass mark, namely 40% in the case of modules at Levels 4-6 (i.e. undergraduate modules for Parts 1-3) and 50% in the case of Level 7 modules offered as part of an Integrated Masters or taught postgraduate degree programme;
- where the piece of work is awarded a mark below the threshold pass mark prior to any penalty being imposed, and is submitted up to three working days after the original deadline (or any formally agreed extension to the deadline), no penalty shall be imposed;
- where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.
Assessments marked Pass/Fail
- where the piece of work is submitted within three working days of the deadline (or any formally agreed extension of the deadline): no penalty will be applied;
- where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension of the deadline): a grade of Fail will be awarded.
The University policy statement on penalties for late submission can be found at: /cqsd/-/media/project/functions/cqsd/documents/qap/penaltiesforlatesubmission.pdf
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.
Formative assessment
Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.
Feedback on the development of activities and discussions will provide the basis for formative assessment.Ìý
Reassessment
Type of reassessment | Detail of reassessment | % contribution towards module mark | Size of reassessment | Submission date | Additional information |
---|---|---|---|---|---|
Online written examination | Exam | 100 | 1,200 word limit per question | During the University resit period | 2 essay questions out of 4. |
Additional costs
Item | Additional information | Cost |
---|---|---|
Computers and devices with a particular specification | ||
Required textbooks | Solomon, M.R., 2015. Consumer behavior: Buying, having, and being (Global ed.). Harlow: Pearson (or any other more recent edition of this textbook) | £55 |
Specialist equipment or materials | ||
Specialist clothing, footwear, or headgear | ||
Printing and binding | ||
Travel, accommodation, and subsistence |
THE INFORMATION CONTAINED IN THIS MODULE DESCRIPTION DOES NOT FORM ANY PART OF A STUDENT'S CONTRACT.