SOAS University of London

School of Finance and Management

Consumer Behaviour

Module Code:
FHEQ Level:
Taught in:
Term 1

For international companies to achieve significant competitiveness in the marketplace, it is important that managers understand consumer behaviour. This module, therefore, discusses the internal processes that occur within consumers´ minds as well as external processes that influence consumers’ experience, engagements and relationships with international companies/brands.

Objectives and learning outcomes of the module

On successful completion of this module a student will be able to:

  • Describe the psychological models and processes that underpin consumer behaviour.
  • Understand the key theories in analysing and explaining modes of purchasing and consumption.
  • Discuss and critically evaluate consumer behaviour in different contexts.
  • Apply knowledge and understanding of consumer behaviour to international marketing situations.

Method of assessment

Assessment for this module is in three elements:

  • One tutorial presentation at 10%
  • One essay of 2,500 words at 30%
  • One unseen 2-hour written examination at 60%

All elements except the presentation may be resubmitted.

Suggested reading



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