Advanced Topics in Consumer Behaviour
ECTS: 8 credits
This course aims to provide students with the opportunity to critically review existing research and theory as it relates to a number of current consumer research specialist topics. The module provides students with the experience of applying and adapting existing theoretical frameworks to real consumer contexts and will enable a fuller engagement with the research interests of the marketing department staff. The module adopts a topic-based model; a typical syllabus would include consumer choice processes, self and identity in consumer behaviour, advertising, managing transitions, children, consumer research applications and ethics.
Year/Course Type: 3ma, 3mi
Terms Taught: M
Contact Hours: 25 Total (20 Lectures, 5 Seminars)
Person Responsible: Dr Laura Salciuviene
MKTG210 and MKTG225
The course will not rigidly follow a core text because the emphasis will be on using current articles from the journal literature (e.g. Journal of Consumer Research) which will be largely available via electronic library sources. The following text provides some of the foundational material and themes: Consumer Behaviour: A European Perspective, Solomon Michael R., Bamossy, Gary, Askegaard, Soren and Hogg, Margaret K. (2006), 3rd. Prentice Hall, Harlow and will represent the starting point for the additional reading in the academic literature.