Consumer Behaviour - BS1502
To be a successful marketing manager, a theoretically grounded anticipation of how consumers will react to marketing activities is required. The purpose of this module is thus to provide students with an in-depth understanding of consumer behaviour and to demonstrate the value of this knowledge for the development of effective marketing strategies. More specifically, the aim is to introduce key concepts and theories to better understand – and ultimately predict and change – consumer behaviour. The module will achieve these goals with a mixture of teaching tools, including case discussions, guest lectures, experimental demonstrations, and student projects.
These can be described at two levels.
Students will develop a sound understanding of the following concepts and issues:
- Individual aspects of consumer behaviour
- Social and group aspects of consumer behaviour
- Influencing consumer behaviour
- Consumer decision biases and heuristics
- For students to appreciate that the key to successful marketing starts with understanding consumers.
- Students will learn how to use the necessary theories and concepts to be able to undertake such analysis.
- Students will learn how to apply relevant theories and concepts to solve real world problems.
The module is theoretical, practical and managerial and analyses how marketers can use consumer research to influence purchase behaviour. The module will not only focus on traditional marketing areas (e.g., consumer products and services), but will also focus on contemporary trends in consumer behaviour. Findings from current research will be part of the lectures.
Research Design - BS1231
Marketing - BS1216
Consumer Behaviour - BS1233