Module overview
This module will clarify the links between: identifying characteristics of consumers that can be measured or understood; the methods to measure or understand those characteristics; and how such measurements and understanding support marketing decision-making. It will focus upon how ubiquitous data from Internet can be used to understand and gain insight into consumption patterns and customer behaviour.
Linked modules
Prerequisite: MANG2070 or MANG1023 or MANG2039
Aims and Objectives
Learning Outcomes
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- Evaluate alternative models of consumer behaviours.
- Generate a specific course of action based on a rational consideration of the choices available.
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- The value of contemporary models of consumer behaviour in the changing nature of offline and online consumption.
- How different data sources can be integrated to create strategic marketing intelligence
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- Critically analyse and evaluate product-market decisions.
Syllabus
The module will examine the following topics:
• Strategic intelligence through understanding and measuring consumers.
• Understanding and measuring trends in consumer behaviour.
• The use of software in the development of strategic marketing intelligence.
• The use of databases and data mining in marketing.
• The use of analytical tools in gaining customer insight.
• Models of consumer buyer behaviour.
• Cognitive drivers of consumer behaviour.
• Segmenting by behaviours, values and attitudes.
• The concept of customer satisfaction.
• The concept of customer loyalty and customer lifetime value.
• Customer relationship management.
• Customer based marketing and value metrics.
Learning and Teaching
Teaching and learning methods
24 hours of lectures and 10 hours of seminars.
| Type | Hours |
|---|---|
| Wider reading or practice | 40 |
| Seminar | 10 |
| Follow-up work | 40 |
| Completion of assessment task | |
| Preparation for scheduled sessions | 20 |
| Lecture | 24 |
| Revision | 16 |
| Total study time | 150 |
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
In-class activities
- Assessment Type: Formative
- Feedback: Students are required to write a mini essay (about 400-500 words) on a topic, and cohort-based formative feedback will be given.
- Final Assessment: No
- Group Work: No
Summative
This is how we’ll formally assess what you have learned in this module.
| Method | Percentage contribution |
|---|---|
| Examination | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
| Method | Percentage contribution |
|---|---|
| Examination | 100% |
Repeat
An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.
| Method | Percentage contribution |
|---|---|
| Examination | 100% |
Repeat Information
Repeat type: Internal & External