FA1S66 - Consumer Psychology and Trends 01 Aug 2023 - 31 Aug 2026 | Version 1
Associated Module Information
| Module Code: | FA1S66 | ||
|---|---|---|---|
| Module Title: | Consumer Psychology and Trends | ||
| Faculty: | Faculty of Business and Creative Industries | ||
| Faculty Group: | Fashion, Marketing and Photography | ||
| Faculty Sub Group: | Fashion Marketing and Photography | ||
| Module Leader: | Sofia Christidi | ||
| Module Team: | Jennifer Whitney, Emma Jones, Steven Wright | ||
| First Intended Intake: | SEP 2023 | Final Year of Intake: | 2025 |
| Date Closed: | |||
| Credit Value: | 20 | Credit Level: | 4 |
| Language: | English | ||
| Percentage of Module Taught in Welsh: | 0 | ||
| Equivalent Module: | |||
| HECOS codes: | |||
| HECOS Code Weighting: | |||
Document Version Information
| Version | 1 |
|---|---|
| Valid From | 01 Aug 2023 |
| Valid To | 31 Aug 2026 |
Module Aims
Develop an understanding of fashion consumers and their interaction with fashion brands across multiple channels and retail environments.
Introduce key consumer behaviour theories and explore the motivation for fashion-related purchase decisions.
To develop an awareness of the importance of trend research, reporting, forecasting and analysis in the context of Fashion Promotion
Ideation, research, analysis, project development, presentation and reflection.
Content Summary
This module covers the main consumer behaviour theories, including motivation, the decision-making process and demographics. The module also covers the main trend reporting and forecasting techniques used for the purpose of informing and influencing marketing and promotion strategies.
Techniques for analysing trends, markets, brands and consumer groups are introduced.
Verbal presentation skills, including the use of visual aids such as slide design, mood boards and 2D/3D presentation techniques
How to interpret a project brief.
Identifying and selecting appropriate research methods.
Learning and Teaching Methods
| Activity Type | Hours |
|---|---|
| Lecture | 8 |
| Seminar | 6 |
| Tutorial | 1 |
| Practical classes and workshops | 14 |
| Supervised time in studio/workshop | 6 |
| External visits | 6 |
| Independent Study | 100 |
| Directed Study | 57 |
| Formative Assessment - Scheduled | 2 |
| Total Hours Selected | 200 |
Learning Outcomes
| # | Learning Outcome |
|---|---|
| LO1 | Recognise and apply consumer theory and trend principles to an introductory level. |
| LO2 | Apply research and analysis methods to produce a report. |
Module Requisites
N/A
Assessment Criteria
| Assessment Category | Assessment Type | Description | Duration | Word Count | Weight (%) | Best of? | Pass Mark |
|---|---|---|---|---|---|---|---|
| Asynchronous Assessment | Project Output 1 | Research Project | 0 | 3000 | 100 | No | 40 |
Assessment Matrix
| Assessment Type | Learning Outcomes | ||
|---|---|---|---|
| LO1 | LO2 | ||
| Project Output 1 | ✔ | ✔ | |