MG103: Consumer Behaviour: Behavioural Fundamentals for Marketing and Management

What do customers really want, and why? What information will they listen to and what will they ignore? How do they make decisions and how can we help them make better ones?

For many companies, non-profit organisations and political figures, understanding their “customer” will determine their success or failure. It can be tempting to answer these questions intuitively, but research about human psychology often reveals surprising insights.

This course will provide an introduction to the basic theories for understanding consumer behaviour. Unlike in traditional business management courses, you will dig deeper into fundamental psychological theories that shed invaluable light on how consumers make choices.

Using a variety of methods, you will explore the entire consumer experience from seeking information, evaluating it, and using it to make strategic decisions. You will understand how this information can be used to form attitudes and influence behaviour. Using real-world case studies you will have the tools to apply the course content to real-world business scenarios.

Prerequisites: There are no prerequisites for this course

Level: 100 level. Read more information on levels in our FAQs

Fees: Please see Fees and payments

Lectures: 36 hours

Classes: 18 hours

Assessment: Final written examination (50%), mid-session essay (40%), and class participation (10%)

Typical credit: 3-4 credits (US) 7.5 ECTS points (EU)

Please note: Assessment is optional but may be required for credit by your home institution. Your home institution will be able to advise how you can meet their credit requirements. For more information on exams and credit, read Teaching and assessment

This course is suitable if you want to develop an understanding of human behaviour to inform strategic business decisions, allowing you to innovate and respond to consumer needs by applying consumer behaviour theory to real-world contexts. It is especially useful if you have not previously been exposed to the study of psychology.

You should consider taking this course if you are targeting a career in marketing, business management, or consulting. 

• Describe the key components of the decision-making process
• Illustrate the influences on how people acquire information, form attitudes, make choices, translate those choices into behaviour, and evaluate their experiences
• Predict what people will do in various situations, using major theories of behaviour
• Understand the role of changing technologies (e.g. social media) in shaping how marketers respond to consumers

The design of this course is guided by LSE faculty, as well as industry experts, who will share their experience and in-depth knowledge with you throughout the course.