Module details for Understanding the Customer


To examine factors underlying consumer behaviour. To highlight the importance of consumer orientation to businesses in today's economy.


The aim of this module is to provide the student with an understanding of consumer behaviour and develop knowledge of the methods used for investigation of consumer preferences.

Learning Outcomes

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

1.  Identify the factors underpinning consumer behaviour and evaluate the nature and type of decisions undertaken by consumers.

2.  Demonstrate the practical implications of consumer behaviour theory in a marketing context.

3.  Design research tools to examine consumer preferences and behavioural tendencies.

Indicative Content

1 An introduction to the consumer orientated economy.

An introduction to the consumer orientated economy, the decision making process, influences on consumer behaviour, factors underlying consumer behaviour.

2 Approaches to consumer behaviour.

Approaches to consumer behaviour and consumer research.

3 Market segmentation.

Concepts of market segmentation and customer profiling.

Teaching and Learning Work Loads

Teaching and Learning Method Hours
Lecture 14
Tutorial/Seminar 14
Practical Activity 14
Assessment 60
Independent 98
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.