Customer Insight

Learning Outcomes

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• critically evaluate a range of advanced techniques to analyse customer behaviour.
• critically analyse complex consumer theories for understanding customers and apply them to aid marketing decision making;

Knowledge and Understanding

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

• the complex purchasing and consumption behaviour of customers;
• the advanced theories and concepts involved in the development of customer insight.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• apply problem solving, effectively communicate novel and informed ideas
• critically evaluate a range of advanced techniques to analyse customer behaviour.

• Customer decision making: individual and group decision making process, types of customer decisions;
• Seminal, contemporary and competing theories, concepts and frameworks of buyer behaviour;
• Applied understanding and evaluation of consumer behaviour responses to marketing strategy, tactics and activity;
• Consumer Psychology: motivation & attitudes, personality, perception and learning;
• Consumer Culture: symbolic consumption, self-concept, lifestyle marketing, reference group influence and tribal marketing;
• Customer Experience Management, Customer Relationship Marketing;
• Satisfaction, loyalty and interactive communication with customers;
• Linking customer knowledge to marketing actions: segmentation choices (targeting and positioning), branding, value co-creation;
• The role of channels, internationalisation and leadership;
• Sustainability and ethical debates in buyer behaviour;
• Business to Business buying, decision making, roles and influences.

Teaching and learning methods

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

Resources & Reading list

General Resources

Journal of Marketing. Journal

Journal of Marketing Management. Journal

European Journal of Marketing. Journal

Journal of Consumer Research. Journal

Textbooks

Solomon (2019). Consumer behaviour: buying, having and being. London: Pearson.

Mothersbaugh, Hawkins & Kleiser (2020). Consumer behaviour: building marketing strategy. New York: McGraw Hill.

Assessment strategy

Exam

Formative

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

Class discussions

• Assessment Type: Formative
• Feedback: Informal feedback given during class discussions and student presentations.
• 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.

Repeat Information

Repeat type: Internal & External