Consumer Behaviour and Analytics

Code

BUSI4379

School

Nottingham University Business School China

Level

4

Credits

20

Semesters

Autumn China

Summary

The module interrogates the concept of 'the consumer' & 'consumption'. It examines behaviour across the consumption cycle (through production, acquisition, use & disposal) addressing individual and contextual factors that shape behaviour at micro and macro levels. It reviews the roots of research into consumer behaviour and consumption, covers particular theories & bodies of literature (e.g., decision making, learning, habits, socio-cultural processes). It provides opportunities to apply theory to consumer behaviour & consumption in a variety of context and to assess the implications for commercial and non-profit organisations, public policy and consumers themselves.

Target Students

Business School MSc students meeting co-requisite and subject to compliance with module choice requirements, as listed in the degree programme specification. In addition, other MA/MSc students meeting co-requisites and subject to the discretion of the Director of MSc Programmes.

Classes

• Two 2-hour lectures each week for 11 weeks

44 hours (2 x 2 hour each week) lecture 27 hours lecture preparation 44 hours reading/use of learning resources 40 hours group project research and preparation 45 hours revision

Assessment

• 30% Presentation 1: Group Video Presentation, 6 minutes
• 70% Exam 1 (2-hour): 2 Hour Examination.

Educational Aims

Learning Outcomes

Knowledge and understanding: This module develops a knowledge and understanding of:

Customers and stakeholders - customer expectations, service and orientation
Communications – the comprehension and use of relevant communications for application in business and management, including the use of digital tools
The importance of sustainability issues, including an understanding of the challenges
and opportunities arising from the activities of people and organisations on the economic, social and environmental conditions of the future.
Other:
Intellectual Skills: This module develops: Being able to think critically and be creative: manage the creative processes in self and others; organise thoughts, analyse, synthesise and critically appraise. This includes the capability to identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalise appropriately
Professional Practical Skills: This module develops: Effective performance within team environments and the ability to recognise and utilise individuals' contributions in group processes and to negotiate and persuade or influence others; team selection, delegation, development and management. 
The ability to recognise the need for and initiate change and to be able to manage change
The ability to recognise and address ethical dilemmas, corporate social responsibility and sustainability issues, applying ethical and organisational values to situations and choices
Other:
Transferable (key) Skills: This module develops:
Effective communication: networking, listening, oral and written communication of complex ideas and arguments, using a range of media, including the preparation of business reports

Conveners

• David Phang