Building Customer Insight

Learning Outcomes

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• analyse relevant consumer models for understanding customer behaviour and use them to aid marketing decision making;
• apply the knowledge of consumer psychological theories and models to analyse customer behaviour.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• communicate ideas and arguments fluently and effectively in a variety of written formats;
• communicate ideas and arguments orally and through formal presentations;
• work effectively in a team and recognise problems associated with team working.

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• how consumer psychological theories and models can be used to create customer knowledge;
• how different consumer behaviour models and marketing frameworks can be used as analytical tools to create strategic marketing intelligence.

The topics covered include:

Customer data & knowledge

• Sources and types of consumer, customer and environmental data
• Data collection methods – e.g., existing customer records, marketing research scanning
• Data management – including data mining, data bases systems e.g., CRM and marketing information systems

Consumer and marketing frameworks

• Consumer concepts, models and frameworks – e.g., decision making, perception, personality, learning, attitudes and behaviour
• Marketing concepts, models and frameworks – e.g., value, segmentation, satisfaction and loyalty

Customer insight: linking customer knowledge with market knowledge e.g.,

• Value development
• Segmentation choices (targeting and positioning)
• Business capabilities (strategy, competitive advantage, value chain)

Teaching and learning methods include:

• Lectures explaining the problems and concepts
• Discussion sessions where the tools can be practiced and applied
• Guided independent study

Through all delivery methods the content and presentation of the module will be accessible and inclusive.

Learning activities include:

• Case study/problem solving activities
• Guided private study

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

In-class activities

• Assessment Type: Formative
• Feedback: Various learning activities will be carried out during the class, and students will be given the feedback on their work and how they could improve.
• Final Assessment: No
• Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.