1. Explain how markets, economic factors and consumer behaviour influence marketing decision-making in contemporary organisations.

Knowledge and Understanding

2. Apply foundational marketing, economic and consumer behaviour concepts to analyse consumer decision-making in real-world market contexts.

Application and Problem-Solving

3. Use appropriate secondary research sources and digital tools to collaboratively identify consumer and market trends

Research Skills

Critical reasoning & collaboration

4. Reflect on ethical, sustainability and employability considerations related to consumer behaviour and marketing practice.

Reflection

Personal Development and Entrepreneurship

Assessment 1: Group Report

Students will analyse a product, service or organisation of their choice to explore how market conditions, economic factors and consumer behaviour influence marketing decisions.

The report should:

Describe the market context in which the organisation operates

Explain how economic factors (e.g. price, demand, value, competition) influence consumer choice

Apply consumer behaviour concepts (e.g. needs, motivation, perception, decision-making) to explain customer behaviour

Demonstrate how organisations use consumer and market insight to inform marketing decisions

Formative feedback opportunities include:

An early topic or case selection activity with tutor feedback

In-class workshops exploring consumer behaviour and market examples

Structured guidance on applying theory to real-world contexts

Assessment 2: Academic poster

Communicating Consumer and Market Insight

Building on the understanding developed in Assessment 1, you will produce an academic poster that presents key consumer behaviour and market insights in a clear, professional and audience-focused format. In doing so, you will select and summarise the most relevant insights from your earlier work, by reflecting on your learning, behaviours and personal development, including your use of digital and academic tools, drawing on appropriate reflective approaches where relevant.

Your poster should:

Identify and summarise the most significant consumer behaviour and market insights from Assessment 1

Suggest how these insights could inform marketing or customer-focused decision-making, without developing full marketing strategies or campaigns

Demonstrate understanding of the relationship between markets, consumers and value creation

Present ideas clearly and professionally using appropriate academic conventions and digital presentation tools

The emphasis of this assessment is on synthesis, clarity and professional communication, rather than extended written analysis, strategic planning, or financial evaluation

Format:

Academic poster (digital format)

Formative Feedback Opportunities:

Poster structure and storyboard workshops

Peer and tutor feedback on draft visuals or narration outlines

Drop-in support sessions focusing on academic presentation and digital communication

The main aim of this module is to develop students’ understanding of how markets operate, how consumers make decisions, and how marketing decisions are shaped by economic and behavioural factors.

The module brings together marketing principles, economic influences and consumer behaviour to help students understand how organisations create value, respond to demand, set prices, design offerings and manage customer relationships in contemporary business environments.

Indicative content includes:

How markets operate: exchange, value creation and competition

Introduction to marketing as a response to market and consumer needs

Economic influences on markets and consumption (price, income, value, demand)

Foundations of consumer behaviour: needs, motivation, perception and choice

The relationship between consumer insight and marketing decision-making

Market segmentation and targeting based on economic and behavioural factors

Pricing decisions and consumer response to price, value and fairness

The role of customer service and experience in shaping perceived value

Digital and contemporary consumer behaviour across channels and touchpoints

Ethical, sustainable and responsible marketing and consumption

Using consumer and market data to inform marketing decisions

Communicating consumer and market insight for business decision-making

Academic, Digital and Research Skills

Core to the module: students analyse markets and consumers, use secondary data, apply theory, and communicate insight via reports/posters.

Strong alignment with assessment design and Level 4 transition.

Employability, Enterprise and Professional Practice

Students explore how organisations use market, economic and consumer insight in real business contexts.

Builds commercial awareness and professional communication.

Explore:

Students explore how organisations understand markets and consumers, and how marketing decisions are informed by economic and behavioural insight. The module supports early professional awareness and career exploration within marketing, business, events, tourism and customer-focused roles.

Why do businesses succeed in some markets but struggle in others?

This module explores how markets, consumers and marketing decisions are connected. You will examine how economic conditions shape demand, how consumers make purchasing decisions, and how organisations use this insight to design products, set prices and manage customer experiences.

By analysing real products and services, you will develop practical skills in understanding consumer behaviour, interpreting market information and communicating insight — essential foundations for further study and careers in business, marketing, tourism and events.

The learning strategy for this module is based around students committing a total of 300 hours of activities towards achieving the learning outcomes. These will be split between 72 hours of direct contact with a tutor and 228 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.

The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.

In addition to formal teaching, the module emphasises collaborative learning through group discussions and workshops.

Self-directed learning plays a crucial role in the module, with students encouraged to explore extensive online resources, digital libraries, and the module’s Blackboard system. This independent study component fosters digital literacy and research proficiency, allowing students to consolidate their learning at their own pace while preparing for assessments.

Kotler, P. et al. (2023) Principles of Marketing. 19th edn. Pearson.

Solomon, M. (2023) Consumer Behaviour: Buying, Having, Being. 13th edn. Pearson.

Sloman, J. et al. (2022) Economics for Business. 9th edn. Pearson.

Blythe, J. and Martin, J. (2023) Essentials of Marketing. 7th edn. Pearson.

McDonald, M. and Wilson, H. (2020) Marketing Plans. 9th edn. Wiley.