Please note this module descriptor is indicative of the structure of this course and may be subject to change.
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.
Understanding customers, clients and stakeholders under different business models
Consumer, client and other stakeholder attitudes
Cultural influences in consumer lifestyles
Group consumer behavior
Consumer and stakeholder identity
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).
Scheduled learning and teaching activities: 30 hours
Guided independent study: approximately 120 hours
A course map contains a list of the individual study units, called modules, that you study to complete your course. Some modules are compulsory, but you can sometimes choose modules outside your core area of study which interest you.
A module is a self-contained, individual unit of study. The module descriptor provides various details about the module including who the module tutor is, what you will be studying, how you will be assessed and what you will have learned once you have completed the module.
Course maps and module descriptors from previous years can be found in the Course Resources Archive.
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