Online Reflective Journal (40%) – Tests LOs 1 & 2
Weekly journal entries reflecting on the student’s experience as a digital consumer. The journal should detail student’s involvement with and reflection on their participation in an online consumption-related forum

Report (60%) – Tests LOs 2, 3 & 4
A 1500-word report based on a pre-seen case study, assessing the organisations approach towards digital consumer segmentation and proposing research approaches that could be undertaken by the organisation to determine the characteristics and buying behaviour of its customers

Understanding consumer behaviour - traditional consumer behaviour models
Consumer decision making process
Consumer behaviour online – online customer expectations
Online B2C buyer behaviour
Online B2B buyer behaviour
What web analytics can reveal about consumer behaviour
Online customer segmentation, targeting and positioning
Researching and monitoring online customer behaviour
Online database marketing

1. IDENTIFY THE DIFFERENCES BETWEEN ONLINE AND OFFLINE CONSUMER BEHAVIOUR
[Knowledge and Understanding]

2. ASSESS THE APPLICABILITY OF TRADITIONAL MODELS OF CONSUMER BEHAVIOUR TO THE DIGITAL MARKET
[Analysis; Enquiry; Problem Solving]

3. DEMONSTRATE AN UNDERSTANDING OF RESEARCH APPROACHES, TO DETERMINE THE CHARACTERISTICS AND BUYER BEHAVIOUR OF DIGITAL CONSUMERS
[Knowledge and Understanding; Application]

4. IDENTIFY EMERGING TRENDS THAT MAY IMPACT THE ONLINE EVOLUTION OF CONSUMERS WITHIN A VARIETY OF INDUSTRIES
[Enquiry; Knowledge and Understanding]

A mixture of practice-based learning activities including lectures, IT lab-based activities, case studies, in-class debates, presentations and discussions, individual and group problem –solving tasks and self-directed learning outside of the classroom.

IT labs
VLE – Blackboard
Library – online resources
Academic Journals
Marketing and Industry reports

Ryan, D. and Jones, C. (2014) Understanding digital marketing; marketing strategies for engaging the digital generation. 3rd edition. London, Kogan Page.

Chaffey, D. and Smith, P.R. (2012) Emarketing excellence: planning and optimising your digital marketing. 4th edition. Abington, Routledge.

Chaffey D., Ellis-Chadwick F., Jonston K. and Mayer R. (2009) Internet Marketing: Strategy, Implementation and Practice, 4th ed., FT –Prentice Hall

Close, A. (2012) Online Consumer Behaviour, New York, Routledge