20 credits at level HE5
Through undertaking this module, students will acquire an awareness and understanding of theories and concepts in consumer behaviour, marketing communications and marketing research, and an ability to make conceptual links between these three areas.
The main themes of the module are awareness and planning. Awareness is developed through exercises designed to encourage students to reflect on their own attitudes and behaviour as consumers. Planning is developed through exercises requiring students to plan marketing research projects and promotional plans.
1. To introduce students to some of the major theories which contribute to an understanding of consumer behaviour
2. To examine how consumer behaviour theories impact upon the marketing of products
3. To provide students with a working understanding of the marketing communications mix and its relationship with the marketing mix
4. To enable students to make appropriate decisions relating to marketing communications
5. To provide students with a knowledge and understanding of the principles of marketing research, such that they are in a position to commission, undertake, analyse and use marketing research.
- Buyer Behaviour Models
- High involvement vs. low involvement decision processes
- Individual differences & their impact on consumer behaviour
- Psychological processes & their impact on consumer behaviour
- Environmental influences on consumer behaviour
- The nature & scope of market research
- Exploratory research
- Qualitative research
- Questionnaire Design
- Data Analysis
- Communications theories
- The marketing communications mix
- The role of branding
- Managing marketing communications
Formal lectures will be supplemented by case studies, videos, group work, student projects and seminars. Class activities will be supported by learning resource materials produced for the module.
Students will be assessed through two items of coursework: a group marketing research assignment and a marketing communicatons plan.
when you have successfully completed this module you will:
to demonstrate that you have achieved the learning outcome you will:
|1.||Understand and appreciate the consumer decision making process, and the factors that influence this process in different buying situations.||Investigate and analyse a given aspect of consumer behaviour.|
|2.||Select and apply a range of techniques to gather, analyse and evaluate marketing data.||Conduct a small scale market research project to investigate a given aspect of consumer behaviour.|
|3.||Demonstrate the ability to work with others.||Work in a team to conduct and present a small scale market research project.|
|4.||Generate original ideas and designs to address the limitations of an externally imposed marketing communications brief.||Produce a marketing communciations plan, including original concepts and designs in response to a given marketing communications brief.|
Your achievement of the learning outcomes for this module will be tested as follows:
|Description||Group Market Research Project||Marketing Communications Plan|
Before taking this module you must have successfully completed the following:
No restrictions apply.
Chisnall, P M. (1995) Consumer Behaviour (3rd Ed). McGraw-Hill
Chisnall, P M. (2005) Marketing Research (7th Ed). McGraw-Hill.
Evans, M; Jamal, A & Foxall, G. (2006) Consumer Behaviour. John Whiley
Fill, Chris (2009) Marketing Communications (5th Ed). Prentice Hall/Financial Times
Hackley, C E (2003) Doing research projects in marketing, management and consumer research. Routledge
Pickton, D & Broderick, A. (2005) Integrated Marketing Communications. Prentice Hall/Financial Times
Smith, P R & Taylor, J (2004) Marketing Communications: An Integrated Approach (4th Ed). Kogan Page
Wright, L T & Crimp M (2000) The Marketing Research Process (5th Ed). Financial Times/Prentice Hall
Journal of Marketing Communications
Journal of Consumer Behaviour
|Host Subject Group:||Product Design|
|User Name||Date Accessed||Action|