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
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- How different data sources can be integrated to create strategic marketing intelligence
- The value of contemporary models of consumer behaviour in the changing nature of offline and online consumption.
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- Generate a specific course of action based on a rational consideration of the choices available.
- Evaluate alternative models of consumer behaviours.
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 |
|---|---|
| Lecture | 24 |
| Revision | 16 |
| Wider reading or practice | 40 |
| Completion of assessment task | |
| Preparation for scheduled sessions | 20 |
| Follow-up work | 40 |
| Seminar | 10 |
| Total study time | 150 |
Resources & Reading list
Journal Articles
Dugree et al (1996). Observations: Translating Values into Product Wants. Journal of Advertising Research, 36(6).
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.
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.
John, DR (1999). Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research. Journal of Consumer Research, 26, pp. 183-213.
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.
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.
Diehl, K and C Poynor (2010). Great Expectations?! Assortment Size, Expectations and Satisfaction. Journal of Marketing Research, 47, pp. 312-22.
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.
Moschis, GP & RL Moore (1979). Decision Making Among the Young: A Socialization Perspective. Journal of Consumer Research, 6(2), pp. 101-112.
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.
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.
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.
Textbooks
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.
Schieffer, Robert (2005). Ten Key Customer Insights. Thomson.
Buttle, Francis (2011). Customer Relationship Management: Concepts and Technologies. London: Butterworth-Heinemann.
Evans, Martin, Jamal, Ahmad & Foxall, Gordon (2009). Consumer Behaviour. Wiley.
Smith, Brian & Raspin, Paul (2008). Creating Market Insight. Wiley.
Hooley, G, N Piercy & B Nicoulaud (200). Marketing Strategy & Competitive Positioning. Harlow: Prentice Hall.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
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