Customer Insight - BIK0023

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: Portfolio

Portfolio

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 a variety of industries and sectors covering both consumer, household and business-to-business environments.

Huddersfield Business School

<a href="https://library.hud.ac.uk/readinglists/BIK0023">https://library.hud.ac.uk/readinglists/BIK0023</a>

Container 1

Marketing

BIK0023 - Customer Insight

Customer Insight

Demonstrate a critical understanding of the role and development of customer insight theories within the context of marketing. 

Explain the wider issues and consequences of micro and macro consumption.

Critically analyse consumer scenarios, identify key issues and effectively argue for  appropriate decisions.

Apply and justify appropriate customer insight theories and research methods when investigating business situations and developing marketing strategy.

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. 

Comprehend the nature of culture and how it influences consumer behaviour.

Understand the psychological, social, economic and technological influences on consumer behaviour.

Understand the nature and importance of consumer meanings.