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
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- Critically analyse and evaluate product-market decisions.
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
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 |
---|---|
Follow-up work | 40 |
Wider reading or practice | 40 |
Revision | 16 |
Seminar | 10 |
Preparation for scheduled sessions | 20 |
Lecture | 24 |
Completion of assessment task | |
Total study time | 150 |
Resources & Reading list
Journal Articles
Hillebrand, B, JJ Nijholt & EJ Nijssen (2011). Exploring CRM Effectiveness: An Institutional Theory Perspective. Journal of the Academy of Marketing Science, 39(4), pp. 592-608.
Hoffman, DL, PK Kopalle & TP Novak (2010). The “Right” Consumers for Better Concepts: Identifying Consumers High in Emergent Nature to Develop New Product Concepts. Journal of Marketing Research, 47, pp. 854–865.
Khodakarami, F. and Chan, Y.E. (2014). Exploring the Role of Customer Relationship Management (CRM) systems in Customer Knowledge Creation. Information & Management, 51(1), pp. 27-42.
Lee, L, O Amit & D Ariely (2009). In Search of Homo Economicus: Cognitive Noise and the Role of Emotion in Preference Consistency. Journal of Consumer Research, 36(2), pp. 173-87.
Dugree et al (1996). Observations: Translating Values into Product Wants. Journal of Advertising Research, 36(6).
John, DR (1999). Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research. Journal of Consumer Research, 26, pp. 183-213.
Pocheptsova, A, AA Labroo, and R Dhar (2010). Making Products Feel Special: When Metacognitive Difficulty Enhances Evaluation. Journal of Marketing Research, 47, pp. 1059–1069.
Diehl, K and C Poynor (2010). Great Expectations?! Assortment Size, Expectations and Satisfaction. Journal of Marketing Research, 47, pp. 312-22.
Pham, MT, C Goukens, DR Lehmann and JA Stuart (2010). Shaping Customer Satisfaction Through Self- Awareness Cues. Journal of Marketing Research, 47, pp. 920-32.
Burnham TA, JK Frels, V Mahajan (2003). Consumer Switching Costs: A Typology, Antecedents and Consequences. Journal of the Academy of Marketing Science, 31(2), pp. 109-26.
Moschis, GP & RL Moore (1979). Decision Making Among the Young: A Socialization Perspective. Journal of Consumer Research, 6(2), pp. 101-112.
Voss, KE, ER Spangenberg & B Grohmann (2003). Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude. Journal of Marketing Research, 40, pp. 310-340.
Srinivasan, S and DM Hanssens (2009). Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions. Journal of Marketing Research, 46, pp. 293–312.
Daniel, E, H Wilson & M McDonald (2003). Towards a Map of Marketing Information Systems: An Inductive Study. European Journal of Marketing, 37(5), pp. 821-847.
Textbooks
Evans, Martin, Jamal, Ahmad & Foxall, Gordon (2009). Consumer Behaviour. Wiley.
Schieffer, Robert (2005). Ten Key Customer Insights. Thomson.
Hooley, G, N Piercy & B Nicoulaud (200). Marketing Strategy & Competitive Positioning. Harlow: Prentice Hall.
Buttle, Francis (2011). Customer Relationship Management: Concepts and Technologies. London: Butterworth-Heinemann.
Smith, Brian & Raspin, Paul (2008). Creating Market Insight. Wiley.
East, Robert, Wright, Malcolm & Vanhuele, Marc (2008). Consumer Behaviour: Applications in Marketing. Sage Publications.
Alba, Joseph W (2011). Consumer Insights: Findings from Behavioral Research. MSI Relevant Knowledge Series, Marketing Science Institute.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Examination In-class activitiesSummative
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