Understanding Consumers (MKTU9UC)

MODULE CODE:         




Credit Value:             


Module Coordinator:  

Dr Michael Healy

Contact Hours:         

22 Lectures, 8 Seminars


50% coursework, 50% examination

Module Overview:

For any particular business the patronage of consumers is the key determinant of success or failure.  This module examines the process by which buying decisions are made in consumer markets. Various issues and concepts relating to consumer research are explored and critically appraised in terms of their intellectual validity and their managerial significance.

The aim of this module is to provide students with the opportunity to develop a theoretical understanding of consumer behaviour in conjunction with the skills to apply this knowledge to practical marketing situations.  We also aim to develop your critical reading and writing skills.

Learning Outcomes:

The teaching and learning practices employed during this module aim to develop and reinforce the following skills in particular:

Have a critical understanding of business and marketing from both academic and practitioner perspectives

  • An in-depth and balanced appreciation of the theoretical foundations of marketing alongside current and emerging practitioner applications including marketing decisions, consumer behaviour and market research methods
  • The ability to understand the development of appropriate marketing strategies within a changing environment to meet various business, marketing and stakeholder demands
  • The impact of environmental forces on organisations including legal, market, ethical, social and technological change issues
  • A deep appreciation of customers including customer expectations, service and orientation
  • The rounded awareness of how to undertake qualitative and quantitative research and apply this knowledge in different contexts;
  • The comprehension and use of relevant communication and information technologies for application in business and marketing
  • The competence to develop transferable intellectual and study skills which will encourage a positive attitude to continuing personal development and lifelong learning


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

  • Appreciation for the central role of consumer behaviour theory in marketing
  • Understand the antecedents of consumer behaviour in an individual and social context
  • Recognise the role of social and cultural influences upon consumer behaviour.


Suggested Reading

The core text book for this module is:

Solomon, M. (2011) Consumer Behaviour: Buying, Having, Being. 9th Edition, Harlow: Pearson


This module information is representative of what is included in the module in a given year. Details of actual reading, lectures and coursework may vary year to year and will be available at the beginning of the semester.

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