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Consumer Intelligence

When you'll study it
Semester 2
CATS points
30
ECTS points
15
Level
Level 4
Module lead
Jennifer Anyan

Module overview

Understanding consumer behaviour and the trends in consumer lifestyles and sub-culture is at the core of creative marketing and management strategy. Being able to define and analyse consumers against a set of classifications enables successful decisions to be made by fashion brands. New technology and a fast changing digital landscape is critically impacting consumer behaviour. In this module you will learn about the new techniques in qualitative and quantitative research that help to inform consumer profiling.

The Consumer Intelligence module will introduce you to the underlying theories, concepts and trends in consumer behaviour and its associated motivations in the fashion industry. Evaluating and challenging current consumer segmentation approaches will be addressed, as well as the visualisation of consumer groups using primary visualisation techniques. You will be introduced to core secondary research that underpins consumer profiling from Acorn, VALS, Mintel and Euromonitor to help you develop a clear pattern of social and cultural influence of the individual and consumer groups.

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