Consumer Behaviour and Experiential Marketing - BIH2014

Assessment 1: Other

Activities providing opportunities for formative assessment will generally be integrated into the teaching and learning process and apply to all components of summative assessment.  The nature of the formative assessment tasks used will be at the discretion of the tutor, to include for example, workshop exercises, quizzes, group discussions.

Other

Assessment 1: In-Class Test

Class-based or online
2 x MCQ tests (15 minutes each)

In-Class Test

Assessment 2: Written Assignment

Written Assignment

<p>This module will build upon your knowledge of marketing through the lens of consumer behaviour. You will be able to extend your knowledge of contemporary approaches through studying experiential and on line marketing, underpinned by consumer behaviour theories.  These theories will form the foundations of knowledge needed for critical evaluation of subsequent approaches, and practical application of marketing tools.  The module will develop a critical approach to developing experiential marketing provisions (plans, communications, and evaluation) with the hope of encouraging creative, innovative approaches to digital marketing and live brand communications. Tutorials will be used to contextualise relevant theory into events, hospitality and tourism contexts and will also allow for instruction of practical marketing elements to illustrate theoretical arguments, for example ‘search engine optimisation’, ‘customer relationship management and business analytics’, and creation of various parts of the ‘marketing planning and research process’. This module develops an essential skill set of marketers working in experiential industries such as Events, Hospitality, and/or Tourism.</p>

Huddersfield Business School

<p><a href="https://library.hud.ac.uk/readinglists/BIH2014">https://library.hud.ac.uk/readinglists/BIH2014</a></p>

Marketing

BIH2014 - Consumer Behaviour and Experiential Marketing

Consumer Behaviour and Experiential Marketing

To identify, implement, and justify a social media strategy as part of an innovative marketing communications mix

Apply theoretical frameworks, concepts, and tools derived from consumer behaviour to marketing approaches specifically for Experiential industries.

Appreciate the significance of consumer behaviour, and its application in marketing management.

Understand the nature and role of the consumer as an individual, and respective decision-making processes.

Understand the significance of technology, and digital media in the context of marketing management.

Demonstrate awareness of macro influences on consumer behaviour.