This module is concerned with evidence from research and theory about issues relating to consumer/buyer behaviour, and its application to marketing management. The module engages students with theories and frameworks of consumer/buyer behaviour, and their application in marketing practice. The module is evidence-based and entails activities aimed at enhancing students’ appreciation of how consumer and buyer behaviour theories can be applied in solving practical marketing problems and ultimately impact the well-being of consumers and societies at large.
- Latest trends in consumer/buyer behaviour
- Decision making theories and influences on individual and organizational buyers
- The theory of stationary markets and patterns of purchase
- The effects of advertising
- Word-of-mouth and social media communications
- Pricing tactics and price promotions
- Customer loyalty and loyalty programmes
- Brand knowledge, brand extensions and co-branding
- Consumer behaviour in a retail context
- Customer satisfaction, dissatisfaction and perceived quality
On successful completion of this module, you will be expected to be able to:
- Describe the role of consumer and buyer research in the formulation of responsible marketing strategies;
- Intelligently use frameworks, concepts and theories from consumer and buyer behaviour to inform marketing decisions that ultimately impact the well-being of consumers and societies at large.
- Think critically and creatively in identifying influences on consumer and buyer behaviour;
- Undertake research into a consumer/buyer behaviour-related problem and skilfully assemble and analyse the data collected;
- Synthesize and use information and knowledge effectively to develop marketing recommendations that address consumer/buyer behaviour-related problems and are mindful of the triple bottom line.
- Written end of term coursework (100%)