Customer Insight

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:

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.

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.

Learning and Teaching

Teaching and learning methods

24 hours of lectures and 10 hours of seminars.

Study time
Type	Hours
Revision	16
Wider reading or practice	40
Seminar	10
Completion of assessment task
Preparation for scheduled sessions	20
Lecture	24
Follow-up work	40
Total study time	150

Resources & Reading list

Journal Articles

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.

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.

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.

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.

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.

Moschis, GP & RL Moore (1979). Decision Making Among the Young: A Socialization Perspective. Journal of Consumer Research, 6(2), pp. 101-112.

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.

Srinivasan, S and DM Hanssens (2009). Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions. Journal of Marketing Research, 46, pp. 293–312.

Voss, KE, ER Spangenberg & B Grohmann (2003). Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude. Journal of Marketing Research, 40, pp. 310-340.

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.

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.

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.

Textbooks

Schieffer, Robert (2005). Ten Key Customer Insights. Thomson.

East, Robert, Wright, Malcolm & Vanhuele, Marc (2008). Consumer Behaviour: Applications in Marketing. Sage Publications.

Evans, Martin, Jamal, Ahmad & Foxall, Gordon (2009). Consumer Behaviour. Wiley.

Alba, Joseph W (2011). Consumer Insights: Findings from Behavioral Research. MSI Relevant Knowledge Series, Marketing Science Institute.

Buttle, Francis (2011). Customer Relationship Management: Concepts and Technologies. London: Butterworth-Heinemann.

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 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.

Breakdown
Method	Percentage contribution
Examination	100%

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Breakdown
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.

Breakdown
Method	Percentage contribution
Examination	100%

Repeat Information

Repeat type: Internal & External