Teaching Responsibility

LJMU Schools involved in Delivery:

Liverpool Business School

Learning Methods

Lecture

Seminar

Tutorial

Module Offerings

6031BUSMK-SEP-MTP

Aims

This module builds upon the Level 4 Consumer Behaviour module and further drills down how the psychological elements of human cognition, such as attention and memory, apply to the understanding of consumers and their behaviours in a marketing context.

Learning Outcomes

1.
Critically evaluate major behavioural, cognitive and biological perspectives of psychology such as perception, attention, memory and learning.
2.
Critically understand, identify and summarise key concepts in consumer psychology and evaluate how such theories may inform strategic marketing decisions.
3.
Critically analyse human cognitive abilities and how they manifest in a consumer behaviour context such as advertising.

Module Content

Outline Syllabus:1. Introduction to psychology 2. Psychological perspectives 3. Reductionism within psychology 4. Attention 5. Perception 6. Multi-sensory perceptual psychology 7. Sensory memory 8. Working/Short term memory 9. Explicit long term memory 10. Implicit long term memory 11. Behavioural learning 12. Cognitive learning 13. Decision making models 14. Pre-purchase behaviour 15. Heuristics 16. Emotion 17. Psychology in different consumers
Module Overview:
This module builds upon the Consumer Behaviour module and further discusses how the psychological elements of human cognition, such as attention and memory, apply to the understanding of consumers and their behaviours in a marketing context.
Additional Information:Behavioural, cognitive and biological perspectives of consumer psychology, has a heavy research foundation. Accordingly, students are expected to read up to date research articles within the field. They are also expected to critically analysis this research during the module assessment.

Assessments

Centralised Exam