Module details for Market Intelligence and Consumer Behaviour


The module focuses on providing critical insights into consumer behaviour and the importance of understanding consumers in contemporary organisations. It also provides insights into the market research methods and analytical tools that can be used to achieve this understanding. The module explores key consumer behaviour theory and concepts, along with fundamental principles of market research and data analysis to support data-driven decision making in organisations.


The aim of this Module is to provide the student with : an understanding of consumer behaviour concepts and the link between consumer behaviour and market research; an understanding of the principles of marketing research and data analysis; the ability to develop appropriate research designs and effectively analyse data to support data-driven marketing decisions.

Learning Outcomes

By the end of this module the student should be able to:

1.  Critically evaluate consumer behaviour concepts and their role and practical implications in contemporary marketing practice

2.  Evaluate, justify and select an appropriate research design to examine consumer behaviour tendencies

3.  Analyse and interpret data in a marketing context

Indicative Content

1 Fundamentals of consumer behaviour

Decision-making models and influences on decision-making; Needs, motivation and values; Perception, memory and learning; Attitude theory; Theories on personality, self and identity; Social and group influences on consumer behaviour; Digital consumer behaviour.

2 Principles of marketing research

Designing marketing research projects and identifying researchable questions; The importance of data and data-driven decisions in marketing; Primary research methods in marketing: quantitative and qualitative data collection techniques; Secondary research in marketing; Data quality.

3 Data analysis

Using SPSS to analyse, interpret and draw conclusions from quantitative data; Qualitative data analysis.

Teaching and Learning Work Loads

Teaching and Learning Method Hours
Lecture 0
Tutorial/Seminar 12
Practical Activity 24
Assessment 50
Independent 114
Total 200

Guidance notes

SCQF Level - The Scottish Credit and Qualifications Framework provides an indication of the complexity of award qualifications and associated learning and operates on an ascending numeric scale from Levels 1-12 with SCQF Level 10 equating to a Scottish undergraduate Honours degree.

Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.


We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2021/22 , and may be subject to change for future years.