Consumer Behaviour: Behavioural Fundamentals for Marketing and Management

  • Summer schools
  • Department of Management
  • Application code SS-MG103
  • Starting 2022
  • Short course: Open
  • Location: Houghton Street, London

Why do people do the things they do, and how can marketing and management practices influence behaviour? In a world of big data, fundamental theories of human behaviour provide an invaluable framework for consumer insights. 

Different from traditional business management courses which often skim the surface, this course digs deep into the core psychological theories of motivation, persuasion, and decision-making.

The course draws on an engaging and rigorous mix of academic research and case studies, using plenty of videos, podcasts, and popular press articles to highlight applications of the material. Students execute mini field research projects in groups, taking advantage of the setting in the heart of London. They also complete written coursework applying course concepts to issues of personal interest.

By the end of the course, you'll have a thorough understanding of the root theories that give rise to many consumer insights. And you'll be able to apply these theories to make predictions about what people will do in specific situations, and how marketing tools could be used to change these inclinations. Feedback from the course team on written work will improve your ability to communicate your ideas in clear and engaging language that appeals to a wide audience; previous students have developed their assignments into blog posts and proposals.

This course will be of particular use to those who are interested in working in marketing or management roles but lack a strong foundation in psychology.

Session: Two
Dates: 11 July - 29 July 2022
Lecturer: Dr Heather Kappes


Programme details

Key facts

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)

*Assessment is optional

**You will need to check with your home institution

For more information on exams and credit, read Teaching and assessment



Programme structure

The course covers fundamental research pertaining to all four stages of the consumer experience:

  • Seeking and acquiring information
  • Evaluating this information and using it to form attitudes and make decisions
  • Translating those attitudes and decisions into behaviour (or not)
  • Assessing past experiences and using the assessment to inform future behaviour

Course outcomes

  • 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

This course should be especially useful to people without extensive previous study of psychology.


LSE’s Department of Management is a  world-leading centre for research and education in business and management. Its location within a world-class social science institution at the heart of a leading global city makes it unique among other management and business schools. This position gives the Department the unparalleled capability to deliver research and education which advance the frontiers of understanding in management through an integrated view of the economic, psychological, social, political and technological contexts in which people, teams, organisations and markets operate worldwide.

Proud to be part of LSE, an institution that ranks #2 in the world for social sciences and management (QS World University Rankings 2018) and #1 in the UK for research in business and management studies (REF 2014). LSE Management currently ranks #1 in the world for thought leadership in management (QS Master's in Management Rankings 2018). The Department engages with people and organisations worldwide, across the private, public, and third sectors, who are motivated to improve the world through better understanding and practice of management.

On this three week intensive programme, you will engage with and learn from full-time lecturers from the LSE’s management faculty.

Reading materials

Rather than a textbook, you will be provided with links to short readings relevant to each of the topics we cover in class. You will find these, and other materials, on the course Moodle page during the programme.

*A more detailed reading list will be supplied prior to the start of the programme

**Course content, faculty and dates may be subject to change without prior notice

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