1. Understand how consumer behaviour can determine marketing strategy using principles and theories from psychology, sociology and marketing.
Knowledge and Understanding
Learning

2. Evaluate consumer culture, role of brands, and their consequences to advertising campaigns Application
Enquiry

3. Analyse and evaluate the behaviour of consumers and the formation of customer groups in a market society and to evaluate management and communications strategies based on consumer data.
Application
Analysis

Element 1: Group poster presentation demonstrating examples of how companies use consumer behaviour to inform their marketing strategy- 1,000 words (LO1 – weighting 25%)

Element 2: Individual research report analysing the role of branding and consumer behaviour – 1,000 words (LO2&3 – weighting 75%)

PLEASE NOTE ALTERNATIVE ASSESSMENTS FOR Semester 1 2020/21 DUE TO COVID-19 AS FOLLOWS: Individual word research report 2500 word 100%

You will learn how marketers use psychology to understand the factors that influence consumer behaviour and how they can influence consumers through a decision making process. You will also address the growth of communities and the role of social identity in consumer behaviour, exploring the influence of social media sites and how they can create and destroy brands.
The module examines the drivers of consumer behaviour and how companies use brand awareness and targeted advertising to maximise customer satisfaction.

• Consumer and Social Well-Being
• Consumer perception
• Motivation and affect
• Values and lifestyle, personality
• Learning, memory and consumer attitude formation
• Individual and household decision making
• Income and social class
• Group influence and opinion leadership
• Culture, microcultures, cultural change process

Tutor-led and peer-to-peer learning sessions will follow a general pattern of introduction of a topic and provision of frameworks and models for student learning, followed by application by students to appropriate data or case study materials. Students will be expected to perform set exercises, these will include the analysis, discussion and presentation of case- based work both individually and as part of a learning group and will receive formative feedback.

Students will be expected to obtain supplementary information from a number of paper or electronic sources as part of their preparation, as recommended by the tutor.

Technology enhanced learning strategies will be used to develop and enhance students digital competences.

Robert East – Jaywant Singh – Malcolm Wright – Marc Vanhuele (2017): Consumer Behaviour: Applications in Marketing, 3rd Edition

Michael R. Solomon (2017): Consumer Behavior: Buying, Having, and Being, 12th Edition

Open Textbook Library (free online):
Burnett, John (2011): Introducing Marketing, (https://open.umn.edu/opentextbooks/BookDetail.aspx?bookId=388)

Solomon, Michael – Cornell, Lisa – Nizan, Amit (2009): Launch! Advertising and Promotion in Real Time, (https://open.umn.edu/opentextbooks/BookDetail.aspx?bookId=23)

Principles of Social Psychology (2015) (https://open.umn.edu/opentextbooks/BookDetail.aspx?bookId=74)

VLE learning support material to be provided for independent /self-directed learning

Open Textbook Library

Module handbooks

Selected contemporary problem/practice based case examples

You will learn how marketers use psychology to understand the factors that influence consumer behaviour and how they can influence consumers through a decision making process. You will also address the growth of communities and the role of social identity in consumer behaviour, exploring the influence of social media sites and how they can create and destroy brands.