The University of Southampton
Courses

MANG6336 Customer Insight

Module Overview

This module aims to provide you with an understanding of the different frameworks that can be applied to gain in-depth knowledge of customers. We will also be addressing how that knowledge can contribute to the development of effective and relevant marketing actions.

Aims and Objectives

Module Aims

This module aims to provide you with an understanding of how knowledge of the customer contributes to the development of effective and relevant marketing actions.

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • The customer impacts on marketing decision making;
  • The key issues and processes involved in the development of customer insight;
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Apply academic/abstract models/theories/frameworks to contextualised marketing problems.
  • Manage time and tasks effectively in the context of individual study and group work.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Identify relevant consumer models for understanding customer groups and use them to aid marketing decision making;
  • Apply a range of techniques to analyse customer behaviour and evaluate marketing performance;

Syllabus

• Consumer Psychology: motivation & attitudes, personality, perception and learning; • Customer decision making: individual and group decision making process, types of customer decisions; • Consumer Culture: symbolic consumption, reference group influence and tribal marketing; • Understanding the customer experience: Customer Experience Management, Customer Relationship Marketing and customer journey analysis; • Business to Business Marketing: understanding other businesses as customers • Understanding and assessing/evaluating satisfaction, loyalty and communications with customers; • Linking customer knowledge to marketing actions: segmentation choices (targeting and positioning), branding, value co-creation

Learning and Teaching

Teaching and learning methods

Teaching and learning methods include: • Lectures exploring the problems and concepts • Guest lectures from practitioners • Discussion sessions exploring learning materials in more depth • Guided independent study Through all delivery methods the content and presentation of the module will be accessible and inclusive. Learning activities include: • Case study / problem solving activities • Guided private study

TypeHours
Teaching24
Independent Study126
Total study time150

Resources & Reading list

Solomon, M. R., Bamossy, G. and Askegaard, S. (2009). Consumer Behaviour: A European Perspective. 

European Journal of Marketing. Journal

Consumption, Markets & Culture. Journal

Gabriel, Yiannis and Tim Lang (1995). The Unmanageable Consumer: Contemporary Consumption and its Fragmentations. 

Journal of Consumer Research. Journal

Bernard Cova, Robin Canniford and Avi Shankar. Consumer Tribes. 

Hackley, Chris. Marketing in Context: Setting the Scene. 

Journal of Marketing. Journal

Journal of Marketing Management,. Journal

Assessment

Formative

Class discussions

Summative

MethodPercentage contribution
Examination  (2 hours) 70%
Group report  (3000 words) 30%

Repeat

MethodPercentage contribution
Examination  (2 hours) 100%

Referral

MethodPercentage contribution
Examination  (2 hours) 100%
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