Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2011-2012 (archived)

Module BUSS40215: Marketing and Consumer Psychology

Department: Business School (Business) [Queen's Campus, Stockton]

BUSS40215: Marketing and Consumer Psychology

Type Tied Level 4 Credits 15 Availability Available in 2011/12 Module Cap None.
Tied to N5K207
Tied to N5K309


  • None


  • None

Excluded Combination of Modules

  • None


  • To emphasise the importance of understanding consumers in formulating marketing strategy. A particular significance will be placed on the understanding of consumers in the development of an organisational market orientation and on the use of consumer behaviour in the resolution of tactical and strategic marketing problems.
  • The module will cover a range of marketing and consumer psychology theories and applications that are being used in industry, academia and by researchers within Durham Business School.


  • Content will include, but is not limited to, subjects such as:
  • Involvement
  • Communication
  • Attitudes
  • Learning and Memory
  • Perception and the Self
  • Innovation and New Product Buying
  • Imagination
  • The Psychology of Business to Business Marketing
  • Retail Psychology/Situational and Environmental issues
  • Consumer Misbehaviour
  • Impulse Buying
  • The content taught each year will change to reflect the interests and current research of the marketing psychology group at Durham Business School.

Learning Outcomes

Subject-specific Knowledge:
  • By the end of the module students will:
  • Have a critical understanding of the psychology of individual, situational, environmental and cultural (inter-personal) influences on behaviour
  • Be able to recognise the decision-making processes that individuals undertake
  • Have a critical appreciation of why and how an understanding of psychology is important for marketing
  • Have gained the necessary subject knowledge to enable them to observe, interpret and demonstrate marketing and consumer psychology in action
  • Be able to understand the latest research issues and instruments in Marketing and Consumer Psychology.
Subject-specific Skills:
  • By the end of the module, students will have acquired the following specialist skills at an advanced level:
  • Ability to critically evaluate one’s own behaviours as consumers.
  • Ability to develop and evaluate marketing strategies in the light of marketing and consumer psychology theory.
  • Ability to critique consumer research reports.
Key Skills:
  • Effective written and oral communication skills
  • Planning, organising and time management skills
  • Problem solving and analytical skills
  • The ability to use initiative
  • Advanced skills in the interpretation of data
  • Advanced computer literacy skills

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • The module will be taught in 3-hour blocks to allow a greater level of engagement with students and to enable a flexibility of approach as appropriate. The teaching blocks will comprise a balanced mix of lecture-type teaching, group work, case studies, discussion and seminar style working such as will enable the learning outcomes to be met.
  • The summative assessment of the module, by written examination and group presentation, is designed to test students’ knowledge and understanding of the subject-matter and their ability to apply their knowledge and specialist skills in the context of specific issues in marketing psychology.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Teaching Blocks 9 1 per week 3 hours 27
Preparation and Reading 123
Total 150

Summative Assessment

Component: Examination Component Weighting: 60%
Element Length / duration Element Weighting Resit Opportunity
Individual written (closed-book) examination 1.5 hours 100% same
Component: Group presentation Component Weighting: 40%
Element Length / duration Element Weighting Resit Opportunity
Group presentation based on case study or equivalent Equivalent to 20 minutes 100% Individual report (1000 words) that tests same learning outcomes

Formative Assessment:

Team-based exercises within seminars.

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University