BM7101: Understanding Markets and Customers


Please note this module descriptor is indicative of the structure of this course and may be subject to change.

BM7101: Understanding Markets and Customers

Module Title Understanding Markets and Customers
Module Code BM7101
Module Tutor Richard Warr
School Business School
CAT Points 15
Level of Study 7
Brief Description

This module explores customer behaviour, an essential springboard for a strategic marketing design. Behind actions such as product design and successful branding lies a deep understanding of the target market. A wealth of disciplines including psychology and sociology will form the basis for our analysis of business-to-consumer and business-to-business customer behaviour. We will aim to provide tangible business recommendations based on a deep analysis and empathy with customer needs, therefore exploring how customer behaviour impacts on business practice.

Indicative Syllabus

Understanding customers, clients and stakeholders under different business models

Consumer, client and other stakeholder attitudes

Cultural influences in consumer lifestyles

Group consumer behavior


Symbolic consumption

Consumer and stakeholder identity

Brand communities

Store design

Green consumption

Learning Outcomes

On successful completion of the module the student should be able to:

1. Demonstrate understanding of customer, client and stakeholder behavior under different models (POa2).

2. Understand the value that a customer focused approach can bring to an organisation (POb1).

3. Understand the implications of consumer trends on business strategy (POc2, d3).

4. Develop as a reflective practitioner which analyses their own consumption behaviour (POd1).

5. Critically evaluate business activities in relation to whether these address customer needs and desires (POc2,c3).

Develop communication skills in the writing of persuasive, well presented and well-structured reports (POd3).

Learning and Teaching Activities

Scheduled learning and teaching activities: 30 hours

Guided independent study: approximately 120 hours

Assessment (For further details see the Module Guide) 001: 50% Coursework: Individual, standard written: Standard: 1875 words
002: 50% Coursework: Individual, portfolio: Individual portfolio: 1875 words
Special Assessment Requirements
Indicative Resources The current reading list can be found in the Module Guide, which your lecturer should make available via Moodle.

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