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The University of Southampton

MANG6336 Customer Insight

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 customer impacts on marketing decision making;
  • the key issues and processes involved in the development of customer insight.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • identify relevant consumer models for understanding customer groups and use them to aid marketing decision making;
  • apply a range of techniques to analyse customer behaviour and evaluate marketing performance.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • apply academic/abstract models/theories/frameworks to contextualised marketing problems;
  • manage time and tasks effectively in the context of individual study.


• 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

Teaching and learning methods include: • Lectures exploring the problems and concepts • Guest lectures from practitioners • Discussion sessions exploring learning materials in more depth • 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 Research. Journal

Gabriel, Yiannis and Tim Lang (1995). The Unmanageable Consumer: Contemporary Consumption and its Fragmentations. 

European Journal of Marketing. Journal

Solomon, M. R., Bamossy, G. and Askegaard, S. (2009). Consumer Behaviour: A European Perspective. 

Consumption, Markets & Culture. Journal

Hackley, Chris. Marketing in Context: Setting the Scene. 

Journal of Marketing Management. Journal

Journal of Marketing. Journal

Bernard Cova, Robin Canniford and Avi Shankar. Consumer Tribes. 



Class discussions


MethodPercentage contribution
Examination  (2 hours) 70%
Group Coursework  (2000 words) 30%


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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