Module overview
This module aims to provide you with an understanding of the different frameworks that can be applied to gain in-depth knowledge of customers. We will also be addressing how that knowledge can contribute to the development of effective and relevant marketing actions.
Aims and Objectives
Learning Outcomes
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- the advanced theories and concepts involved in the development of customer insight.
- the complex purchasing and consumption behaviour of customers;
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- critically evaluate a range of advanced techniques to analyse customer behaviour.
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- critically evaluate a range of advanced techniques to analyse customer behaviour.
- critically analyse complex consumer theories for understanding customers and apply them to aid marketing decision making;
Syllabus
- Competing theories in consumer behaviour
- Theories and concepts that are widely used in understanding and evaluating consumer behaviour.
- Consumer Psychology: motivation & attitudes, personality, perception and learning;
- Customer decision making: individual and group decision making process, types of customer decisions;
- Consumer Culture: symbolic consumption, reference group influence and tribal marketing;
- Understanding the customer experience: Customer Experience Management, Customer Relationship Marketing and customer journey analysis;
- Business to Business Marketing: understanding other businesses as customers
- Understanding and assessing/evaluating satisfaction, loyalty and communications with customers;
- Linking customer knowledge to marketing actions: segmentation choices (targeting and positioning), branding, value co-creation.
Learning and Teaching
Teaching and learning methods
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
| Type | Hours |
|---|---|
| Teaching | 24 |
| Independent Study | 126 |
| Total study time | 150 |
Resources & Reading list
General Resources
Consumption, Markets & Culture. Journal
Journal of Marketing Management. Journal
Journal of Consumer Research. Journal
Journal of Marketing. Journal
European Journal of Marketing. Journal
Textbooks
Bernard Cova, Robin Canniford and Avi Shankar. Consumer Tribes. Oxford: Butterworth-Heinemann.
Hackley, Chris. Marketing in Context: Setting the Scene. Palgrave MacMillan.
Solomon, M. R., Bamossy, G. and Askegaard, S. (2009). Consumer Behaviour: A European Perspective. Financial Times Prentice Hall.
Gabriel, Yiannis and Tim Lang (1995). The Unmanageable Consumer: Contemporary Consumption and its Fragmentations. London: Sage.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Examination Class discussionsSummative
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