4B021B - Why Did I Buy that? Unboxing Consumer Behaviour 01 Sep 2026 - 31 Aug 2032 | Version 0
Associated Module Information
| Module Code: | 4B021B | ||
|---|---|---|---|
| Module Title: | Why Did I Buy that? Unboxing Consumer Behaviour | ||
| Faculty: | Faculty of Business and Creative Industries | ||
| Faculty Group: | Fashion, Marketing and Photography | ||
| Faculty Sub Group: | Marketing | ||
| Module Leader: | Mary Hedderman | ||
| Module Team: | Steven Wright, Callum Evans, Lee Thomas, Philip Harfield | ||
| First Intended Intake: | SEP 2026 | Final Year of Intake: | 2031 |
| Date Closed: | |||
| Credit Value: | 30 | Credit Level: | 4 |
| Language: | English | ||
| Percentage of Module Taught in Welsh: | 30 | ||
| Equivalent Module: | |||
| HECOS codes: | 100075 - marketing | ||
| HECOS Code Weighting: | 100 | ||
Document Version Information
| Version | 0 |
|---|---|
| Valid From | 01 Sep 2026 |
| Valid To | 31 Aug 2032 |
Module Aims
The main aims of the module are:
To introduce students to the fundamental principles of consumer behaviour, enabling them to understand how psychological, social, and cultural factors influence marketing decisions.
To develop students’ ability to reflect on and analyse consumption behaviour, applying theoretical perspectives to understand purchase decisions.
Content Summary
Consumer behaviour is central in understanding how people make purchase decisions and how these decisions shape marketing practices. This module introduces students to the psychological, social, and cultural factors that influence consumption, providing a solid foundation for applying key concepts within marketing contexts in future modules. Students will develop the ability to reflect on and analyse consumption behaviour, using theoretical perspectives to explore decision-making and the role of attitude, motivation, and identity in shaping consumption choices. Ultimately, this module builds on the foundational knowledge developed in ‘Developing a Marketing Mindset’ and grounds students in core concepts within the subject to support success in future learning.
Learning and Teaching Methods
| Activity Type | Hours |
|---|---|
| Problem/Challenge Based Learning | 56 |
| Guided Study | 174 |
| Formative Assessment | 10 |
| Summative Assessment | 60 |
| Total Hours Selected | 300 |
Learning Outcomes
| # | Learning Outcome |
|---|---|
| LO1 | Explain and apply key concepts in consumer behaviour |
| LO2 | Reflect on and analyse consumption behaviour. |
Module Requisites
N/A
Assessment Criteria
| Assessment Category | Assessment Type | Description | Duration | Word Count | Weight (%) | Best of? | Pass Mark |
|---|---|---|---|---|---|---|---|
| Asynchronous Assessment | Blog | Online, Individual - Students will work individually to develop a long-form blog post in a digital format which explains key concepts in consumer behaviour and is applied using their own consumption habits. | 0 | 1500 | 100 | No | 100 |
Assessment Matrix
| Assessment Type | Learning Outcomes | ||
|---|---|---|---|
| LO1 | LO2 | ||
| Blog | ✔ | ✔ | |