MKTG 503 Consumers – Lecture 1

Introduction to the module

Dr. Killian O’Leary

Lancaster University Management School
k.oleary1@Lancaster.ac.uk
Your module leader
Killian O’Leary

Education
BBS in Business Studies
MSc in Marketing, Consumption & Society
PhD – Consumer Culture Theory

Previous posts
2010-2016 - Lecturer & TA in Marketing, University of Limerick
2016 - 2017 - TA in Marketing, Lancaster University
2017-2019 – Lecturer in Marketing, Nottingham Trent University
2019-Present – Lecturer in Marketing, Lancaster University

Contact details: k.oleary1@Lancaster.ac.uk, C27, Charles

Carter.
MKTG 503 – Consumers
Asynchronous Lectures: Videos posted every Tuesday, a
week in advance i.e. Week 2 lecture videos will be
posted on Tuesday of Week 1.

Synchronous Lectures: Tuesday’s 11am-12pm

Asynchronous seminar materials will be posted online

Synchronous seminar sessions: Please check your

timetable

All details and specifics will be posted on

Module site: https://modules.lancaster.ac.uk/course/view.php?id=30998

Office Hour: Every Tuesday 12-1pm (by appointment only)

MKTG 503 Overview
This module will provide you with an understanding of the foundations of
consumer behaviour. As part of this, you will consider, compare and contrast
the traditional approaches to customer behaviour as well as more
contemporary options. Specifically, you will be introduced to: the wide range
of individual, social and group influences which impact upon consumers;
how different customer behaviour models and theories can be practically
applied to understand customer behaviour and to contemporary customer
behaviour issues. In addition, we aim to develop an appreciation for the
ways in which we can research how consumers behave. The course is based
on a series of lectures and workshops during the Michaelmas term and
assessment is by coursework (50%) and examination (50%).
How 503 will work
In terms of delivery, as a result of Covid we will have to vary our approach to teaching and
the dissemination of content. The practicalities of teaching will involve the following:

• Each week you will be given pre-recorded lectures to view. These will vary in length but
will aim to be no longer than 50 minutes each.
• You should view these videos and following this there will be a live 1 hr discussion on
Microsoft Teams every Tuesday @ 11am (scheduled as a online lecture in your
timetable).
• The purpose of the live sessions is to discuss and reflect on the lecture materials
provided in the video recordings. These sessions are not designed to be a lecture.
Instead they will be used to collaboratively reflect on theories, examples and key
points raised in the videos.
• The same process will be used for seminars but seminars materials will not always
include pre-recorded videos, they might include tasks for you to complete, points to
consider, documentaries to view etc.
MKTG 503 Consumers – Course Structure

Lectures (X2 per week)

WEEK 1: Introduction to the module WEEK 6: Communal Consumption and Marketplace Cultures
Part 1
Introduction to Consumer Behaviour
Communal Consumption and Marketplace Cultures Part 2

WEEK 2: Consumer Behaviour Perspectives

Understanding Consumption as
WEEK 3: Consumer Culture Theory Part 1
Consumer Culture Theory Part 2
WEEK 4: Consumer Learning
Consumer Socialisation
WEEK 7: Understanding Digital Consumption and Consumers
Experience Part 1
Understanding Digital Consumption and Consumers Part 2
WEEK 8: The Dark Sides of Consumer Behaviour Part 1
The Dark Sides of Consumer Behaviour Part 2
WEEK 9: No Lecture. Coursework Assessment Week

WEEK 5: The Self and Symbolic Consumption Part 1 WEEK 10: Revision Lecture & Exam Details
The Self and Symbolic Consumption Part 2
Seminars/Workshops
Timetable
WEEK 2 Introduction to the individual assessment &
Subjective Personal Introspection
WEEK 3 Deconstructing Consumers 1: Documentary Session
WEEK 4 Deconstructing Consumers 2: Analysing Consumers
WEEK 5 Deconstructing Consumers 3: Analysing the self
WEEK 6 Assignment support drop-ins (Cohort 1)
WEEK 7 Assignment support drop-ins (Cohort 2)
WEEK 8 Assignment support drop-ins (Cohort 1)
WEEK 9 Assignment support drop-ins (Cohort 2)
 
• 
• Open Debate Session: Critiques of the notion of a consumer type based on Gabriel and Lang’s typology, the role of symbolic consumption and creating consumer identities and
how ‘segmenting’ consumers into such categories may be a problematic.
Seminars/Workshops
Students will be required to attend all
workshops. For some workshops there may be
required preparation that must be completed in
advance of the session. This will come in the
form of reading or preparing brief presentations
and notes. Please note that failure to complete
the pre-work for any of the workshops may
result in your removal from the session

Additionally, workshops do not run every week

so please record what weeks you are required to
attend. Weeks in which there are no workshops
should be used for independent study.
Assessments
50% - Subjective Personal Introspection
While you may not have direct experience of marketing in terms of practice
within an organization, the one thing we all have experience of is being
consumers. Whether we realise it or not we all have some very deep insight
into the mind and the behaviour of the consumer!

2,000 word essay reflecting on your own consumption behaviour/s.

50% - End of Term Exam

Questions will be derived from the lectures, therefore viewing the videos,
taking notes and attending the live discussions is vital.
Individual assessment
You are required to complete a Subjective Personal
Introspection (SPI) of your own consumption behaviour.

Key points of the assessment brief

• 2000 words (2000 max, 1800 minimum)
• Understand and reflect upon your consumption
behaviour
• Any topic/s of your own consumption *few topics in
good detail.
• Four sections – 1. Introduction, 2. Method, 3. Discussion
& Analysis, 4. Conclusion
• Integration of academic theory (literature) is key
• A full breakdown of the assessment and what is required
is offered in the course outline
What’s Expected
Move away from the notion of the lecturer as the
knowledgeable expert, rather a collaborator in a
learning community. From the dissemination of
facts to critique of knowledge, and from passive
to active.

Students should be able to move beyond

individual viewpoints, question assumptions,
ideologies and beliefs, empathise with different
perspectives, and consider and respond to issues
emotionally as well as cognitively.

Developing these skills is not just about what

lecturers do, but also about how you engage with
the material before, during and after class. You
MUST view, read and reflect on all essential
materials AND contribute to live Teams
discussions each week.
MKTG 503 – Learning Outcomes

By the end of this course you should be

able to:
 Draw on a variety of theoretical Reflexive Thinking Critical Thinking

understanding’s to critically analyse

consumers, markets and firms.
 Understand more broadly how consumption
patterns evolve and permeate.
Creative Thinking

 Critique, as well as appreciate, the affordances

and offerings of consumer culture. The virtuous
cycle of critical,
 Reflect on your own consumption habits,
creative and
predilections and patterns. reflexive
thinking
Think of three words you would
associate with consumer
behaviour

Be prepared to discuss and post these in Week 1’s live

session