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The University of Southampton

MANG3053 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.

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:

  • Evaluate alternative models of consumer behaviours.
  • Generate a specific course of action based on a rational consideration of the choices available.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Critically analyse and evaluate product-market decisions.


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.

Wider reading or practice40
Preparation for scheduled sessions20
Completion of assessment task
Follow-up work40
Total study time150

Resources & Reading list

Daniel, E, H Wilson & M McDonald (2003). Towards a Map of Marketing Information Systems: An Inductive Study. European Journal of Marketing. ,37 , pp. 821-847.

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

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

Hillebrand, B, JJ Nijholt & EJ Nijssen (2011). Exploring CRM Effectiveness: An Institutional Theory Perspective. Journal of the Academy of Marketing Science. ,39 , pp. 592-608.

Dugree et al (1996). Observations: Translating Values into Product Wants. Journal of Advertising Research. ,36 .

Burnham TA, JK Frels, V Mahajan (2003). Consumer Switching Costs: A Typology, Antecedents and Consequences. Journal of the Academy of Marketing Science. ,31 , pp. 109-26.

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

John, DR (1999). Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research. Journal of Consumer Research. ,26 , pp. 183-213.

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.

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

Alba, Joseph W (2011). Consumer Insights: Findings from Behavioral Research. 

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.

Kotler, P, V Wong, J Saunders & G Armstrong (2005). Principles of Marketing. 

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

Smith, Brian & Raspin, Paul (2008). Creating Market Insight. 

Hooley, G, N Piercy & B Nicoulaud (200). Marketing Strategy & Competitive Positioning. 

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.

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

Buttle, Francis (2011). Customer Relationship Management: Concepts and Technologies. 

Diehl, K and C Poynor (2010). Great Expectations?! Assortment Size, Expectations and Satisfaction. Journal of Marketing Research. ,47 , pp. 312-22.

Vibert, C (2004). Competitive Intelligence. 

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 , pp. 173-87.

Khodakarami, F. and Chan, Y.E. (2014). Exploring the Role of Customer Relationship Management (CRM) systems in Customer Knowledge Creation. Information & Management. ,51 , pp. 27-42.



In-class activities


MethodPercentage contribution
Examination  (3 hours) 100%


MethodPercentage contribution
Examination  (3 hours) 100%


MethodPercentage contribution
Examination  (3 hours) 100%

Repeat Information

Repeat type: Internal & External


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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