Please note
This document only provides information for the academic year selected and does not form part of the student contract
School:
Huddersfield Business School
Credit Rating:
30
Level (including FHEQ):
I (FHEQ Level 5)
Graded or Non Graded:
Graded
Version Valid From:
2021-09-01
Version Number
2023.01
Learning Methods
Tutorial and Project Supervision
Guided Independent Study
Lecture
Requirements
Pre-requisites
Synopsis
The aim of this module is to understand how insights into consumer behaviour can be used to formulate effective marketing strategy.
The module will explore classic and emerging theories of consumer and buyer behaviour from an individual to a cultural level. Customer insight and its application will be considered across … For more content click the Read More button below.
Learning Strategy
The aim of this module is to understand how insights into consumer behaviour can be used to formulate effective marketing strategy.
The module will explore classic and emerging theories of consumer and buyer behaviour from an individual to a cultural level. Customer insight and its application will be considered across … For more content click the Read More button below.
Outline Syllabus
The individual consumer – motivation, involvement, perceptions and expectationsLearning & memory, attitudes, attitude change & persuasive communicationsConsumer decision making – individual and household decision making processesPersonal influence, opinion leadership, group dynamics, diffusion of innovationPurchase, usage and disposal of productsOrganisational buyer behaviourCulture, lifestyle, subcultureSocial, economic, political and technological influences on consumer … For more content click the Read More button below.
Learning Outcomes
On successful completion of this module students will
1.
Demonstrate a critical understanding of the role and development of customer insight theories within the context of marketing.
2.
Use a variety of perspectives to explain how, when and why consumers, households and organisations purchase, use and dispose of new and existing services and products.
3.
Understand the psychological, social, economic and technological influences on consumer behaviour.
4.
Comprehend the nature of culture and how it influences consumer behaviour.
5.
Understand the nature and importance of consumer meanings.
6.
Apply and justify appropriate customer insight theories and research methods when investigating business situations and developing marketing strategy.
7.
Explain the wider issues and consequences of micro and macro consumption.
8.
Critically analyse consumer scenarios, identify key issues and effectively argue for appropriate decisions.
Formative Assessment
Assessment 1: Other
Summative Assessment
Assessment 1: Portfolio
Assessment Criteria
The assessment criteria are as set out in the Huddersfield Business School Assessment Guidelines. The guidelines provide criteria for the assessment of both coursework and examinations