Module manager: Edel Moore
Email: e.m.moore@leeds.ac.uk
Taught: Semester 1 (Sep to Jan) View Timetable
Year running 2026/27
2nd year BA Fashion Marketing or DESN2015 Strategic Marketing for Creative Industries
This module is not approved as a discovery module
This is an introductory module to consumer neuroscience which enables design students to examine consumer psychology through a multidisciplinary lens, incorporating consumer behaviour and identity psychology, with neuromarketing insights. Consumer influences such as motivation, perception, attitudes, beliefs, and lifestyle are examined. These key theories are then linked to emerging design fields such as neuroaesthetics, neurodesign, and consumer aberrations. The module emphasises the fundamental importance of user-centred approaches in contemporary design practice. Students will be challenged to examine their own purchasing behaviour through theoretical concepts under discussion. Please note this is an optional module and runs subject to enrolments. If a low number of students choose this module, then the module may not run and you may be asked to choose another module.
The module aim is to introduce the principles of consumer psychology and its extended application within neuromarketing. The module equips students with an understanding of consumer decision-making processes and the influences that shape them, alongside the role that contemporary neuroscientific approaches can play in developing customer-centric design solutions. Through engagement with academic literature and critical reflection of personal consumption patterns required for assessment outcomes, students will develop an understanding of the consumers' pivotal role in design processes.
To achieve module learning and skills objectives a blended approach combining multiple delivery methods are used to facilitate theoretical understanding and practical application:
Lectures. Weekly synchronous online lectures introduce core theoretical frameworks.
Seminars build on these to examine the theoretical frameworks as applied to contemporary design contexts. These smaller group sessions will facilitate critical discussion and understanding.
Tutorials support the development of assessment outputs and provide structured opportunities for formative feedback, ensuring students can refine their work progressively.
Digital learning within LinkedIn Learning and Coursera is signposted to enable exploration of specific areas of interest in greater depth. These combinations of teaching activities support and encourage subject curiosity and personalised learning pathways.
On successful completion of the module students will have demonstrated the following learning outcomes relevant to the subject:
1. Demonstrate knowledge of and reflection on the processes involved in consumers decisions with respect to the awareness, acquisition, usage and disposal of goods, services, experiences, and ideas.
2. Integrate neuromarketing applications within a wider context of consumer psychology and behaviour.
3. Synthesise a body of research literature related to a contemporary consumer behaviour issue.
On successful completion of the module students will have demonstrated the following skills learning outcomes:
4. Critically evaluate how cognitive, social, cultural and situational factors have influenced their own consumption behaviour.
5. Compose an academic paper that critically reflects on consumer behaviour and neuromarketing research, demonstrating proper referencing, analytical argumentation, and scholarly writing conventions.
| Delivery type | Number | Length hours | Student hours |
|---|---|---|---|
| Supervision | 2 | 0.3 | 0.6 |
| Lectures | 10 | 1 | 10 |
| Seminars | 8 | 2 | 16 |
| Independent online learning hours | 10.4 | ||
| Private study hours | 163 | ||
| Total Contact hours | 26.6 | ||
| Total hours (100hr per 10 credits) | 200 | ||
There will be opportunities for formative feedback throughout the module. Seminars will incorporate discussion around lecture and Coursera and LinkedIn Learning material. Formative MCQ’s will provide immediate feedback on understanding and will also be discussed in seminars. A question-and-answer discussion board will be set up to allow students to ask questions and to see responses as an entire group throughout the semester. Two supervision meetings will also be used to provide individual portfolio development feedback.
| Assessment type | Notes | % of formal assessment |
|---|---|---|
| Coursework | Portfolio | 100 |
| Total percentage (Assessment Coursework) | 100 | |
Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated
Check the module area in Minerva for your reading list
Last updated: 30/04/2026
Errors, omissions, failed links etc should be notified to the Catalogue Team