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The University of Southampton

MANG6267 Building Customer Insight

Module Overview

The aim of this module is to provide you with an understanding of consumer behaviour and how knowledge of consumers contribute to organisational strategy.

Aims and Objectives

Module Aims

to provide you with an understanding of consumers and customers, how the characteristics of both consumers and customers can be measured, and how knowledge of consumers and customers can be used to support marketing decision making specific to an organisation’s environment.

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • how consumer psychological theories and models can be used to create customer knowledge;
  • how different consumer behaviour models and marketing frameworks can be used as analytical tools to create strategic marketing intelligence.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • analyse relevant consumer models for understanding customer behaviour and use them to aid marketing decision making;
  • apply the knowledge of consumer psychological theories and models to analyse customer behaviour.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • communicate ideas and arguments fluently and effectively in a variety of written formats;
  • communicate ideas and arguments orally and through formal presentations;
  • work effectively in a team and recognise problems associated with team working.


The topics covered include: Customer data & knowledge • Sources and types of consumer, customer and environmental data • Data collection methods – e.g., existing customer records, marketing research scanning • Data management – including data mining, data bases systems e.g., CRM and marketing information systems Consumer and marketing frameworks • Consumer concepts, models and frameworks – e.g., decision making, perception, personality, learning, attitudes and behaviour • Marketing concepts, models and frameworks – e.g., value, segmentation, satisfaction and loyalty Customer insight: linking customer knowledge with market knowledge e.g., • Value development • Segmentation choices (targeting and positioning) • Business capabilities (strategy, competitive advantage, value chain)

Special Features

Guest lectures will be included where appropriate to maintain industry relevance.

Learning and Teaching

Teaching and learning methods

Teaching and learning methods include: • Lectures explaining the problems and concepts • Discussion sessions where the tools can be practiced and applied • Guided independent study Through all delivery methods the content and presentation of the module will be accessible and inclusive. Learning activities include: • Case study/problem solving activities • Guided private study

Independent Study126
Total study time150

Resources & Reading list

Journal of Consumer Psychology. Journal

Journal of Consumer Behaviour. Journal

Journal of Advertising. Journal

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

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

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

Jansson-Boyd, C.V (2010). Consumer Psychology. 

Psychology and Marketing. Journal

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

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

Hooley, G, N Piercy & B Nicoulaud (2008). Marketing Strategy & Competitive Positioning. 

Journal of Marketing. Journal



In-class activities


MethodPercentage contribution
Examination  (2 hours) 70%
Group presentation 30%


MethodPercentage contribution
Annotated bibliography  (3000 words) 100%


MethodPercentage contribution
Annotated bibliography  (3000 words) 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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