Durham University
Programme and Module Handbook

Undergraduate Programme and Module Handbook 2017-2018 (archived)


Department: Business School (Business)


Type Tied Level 2 Credits 20 Availability Available in 2017/18 Module Cap Location Durham
Tied to N201
Tied to N203
Tied to N207
Tied to N501
Tied to N505
Tied to N507
Tied to NN12
Tied to N205
Tied to N208
Tied to N500
Tied to N506
Tied to N508
Tied to N509
Tied to N510
Tied to N511


  • Marketing Principles BUSS1151 OR Marketing Principles BUSI1131


  • None.

Excluded Combination of Modules

  • None.


  • To enable students to explore issues around consumer's cognitive and affective responses to various marketing stimuli. The module will therefore assist students in developing a critical knowledge of the central tenets of consumer psychology, together with its implications for marketing practice. It will apply and critically assess a broad range of psychological frameworks in the context of contemporary business practice and the consumer society. Students will be encouraged to engage with research material from both a practical and theoretical perspective and to consider the synthesis of ideas.
  • To address analytical, collaborative and action mindsets


  • Evolutionary psychology concepts and consumer decision-making
  • Psychoanalysis and consumer behaviour
  • Learning and behaviour modification
  • Motivation
  • Self-identity
  • Information processing
  • Memory and knowledge
  • Attitudes
  • Models of cognitive decision-making
  • Affect-based decision-making
  • Influences on consumer behaviour: Personality traits; Values and culture; Social influences and socialisation (group and individual); Situational and environmental influences

Learning Outcomes

Subject-specific Knowledge:
  • An understanding of the psychology of individual, situational, environmental and cultural (inter-personal) influences on behaviour;
  • A critical awareness of the decision-making processes that individuals undertake and the models which seek to interpret this behaviour;
  • An appreciation of why and how this understanding of psychology is important for marketing.
Subject-specific Skills:
  • Ability to observe, interpret and demonstrate marketing psychology in action.
  • Ability to critically evaluate their own behaviour as consumers.
  • Ability to develop and evaluate marketing strategies in the light of marketing psychology theory.
  • Ability to consider and develop marketing strategies utilising a detailed understanding of the consumers’ motivations and behaviours.
Key Skills:
  • Creativity and problem-solving (e.g. by thinking laterally and innovatively)
  • Critical thinking
  • Active and reflective learning
  • Presenting in both the written and oral/visual form
  • Group work/teamwork and leadership skills

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

  • Teaching will be via lectures, discussing the key conceptual and theoretical ideas in marketing psychology. These ideas will be put into practice in group-work, supported by seminars. Strong emphasis is placed on group participation developing the students’ inter-personal and team working skills. Students will be expected to prepare for lectures through identified readings and exercises.
  • All students will pursue their personal development by taking part in presentations and group work. Students will be expected to argue and defend their conclusions drawn from research in discussions with the lecturer responsible for the module and their peers.
  • Formative assessment is by means of one group presentation. This is to review a psychological theory and propose ways of using it to change specific consumer behaviour. This directly prepares students for the individual written essay which follows the same format, and with respect to exam questions which also explore psychological theories and their application in marketing.
  • Summative assessment is by means of one essay and one written examination.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Lectures 20 1 per week 1 hour 20
Seminars 8 4 in term 1, 4 in term 2 1 hour 8
Preparation and Reading 172
Total 200

Summative Assessment

Component: Individual Assignment Component Weighting: 50%
Element Length / duration Element Weighting Resit Opportunity
Essay 2000 words 100%
Component: Assignment Component Weighting: 50%
Element Length / duration Element Weighting Resit Opportunity
One written examination 90 mins 100%

Formative Assessment:

One group seminar presentation.

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