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The University of Southampton

MANG3060 Customer Insight (SIM)

Module Overview

This module presents the different characteristics and indicators that firms use to describe and identify consumers, how these characteristics and indicators are measured and interpreted, as well as the methods to measure or understand those characteristics. The module will also explain how such measurements and understanding support marketing decision-making. It will focus on how data that organisations can access may be used to reveal the nature and behaviour of customers.

Aims and Objectives

Module Aims

provide understanding of concepts, models and techniques in forecasting, inventory and capacity management for effective control of high performing operations.

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 behaviour;
  • 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.


• 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

Typically you will study the module over 4 weeks with the first 2 weeks having intensive teaching in the form of lectures, and seminars which will include individual and group practical exercises, workshops, case studies. The following 2 weeks will be organised self-study (reading designated texts, journal papers and critical discussion with peers), and preparation of assessed coursework. You will be expected to play a highly interactive part in lectures and seminars. Where an examination is involved this will take place at the end of Semester at a designated time. An online revision session will prepare you for assessment. As with all programmes in the Faculty, student learning will also be supported by published course materials and Blackboard: the University's virtual learning environment.

Preparation for scheduled sessions20
Follow-up work40
Wider reading or practice40
Total study time150

Resources & Reading list

Schieffer, Robert (2005). Ten Key Customer Insights: Unlocking the Mind of the Market. 

Shiefman, L.G., and Kanuk, L.L. (2011). Consumer Behaviour. 



Learning Activity


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:

Books and Stationery equipment

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