ProfessorAndreasEisingerich

Business School

Head of Department Analytics, Marketing and Operations

Contact

+44 (0)20 7594 9763a.eisingerich

Location

386DBusiness School BuildingSouth Kensington Campus

Summary

Leadership - BUSI97427

Role

Course Leader

Consumer Behaviour - BUSI97008

Aims

Module Description

Most if not all businesses face two problems: First, not having profitable customers. And, second, everything else there is in life. Our focus in this module will be on tackling the former. To do so we will explore consumer psychology and how consumer behaviour can be shaped. Examining consumer psychology theories and current findings will be the first step. The second step will be to apply these theories and findings to develop marketing techniques that cut through the noise, shape or alter consumer behaviour, and ensure consumer loyalty. Throughout the module participants are strongly encouraged to critically assess and apply everything we do to the challenges they face with their current projects or businesses (be it an established family business or new venture).

Module Aims & Objectives

Today, business needs to engage its customers. This module focuses on helping participants apply consumer psychology theories and current research findings to the design of effective marketing strategies that grab consumers’ attention, make an emotional connection, and help build and grow a business.

Role

Course Leader

Leadership - BUSI70053

Role

Associate Course Leader

Marketing Management - BUSI97755

Role

Course Leader

International Business - BUSI70052

Role

Course Leader

Consumer Behaviour - BUSI97735

Role

Course Leader

Consumer Behaviour - BUSI97202

Aims

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.

Knowledge objectives

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

Skills objectives

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.

Role

Course Leader