Consumer Behaviour and Analytics

Code

BUSI4479

School

Business

Level

4

Credits

20

Semesters

Autumn UK

Summary

The module interrogates the concepts of 'the consumer' & 'consumption'. It examines behaviour across the consumption cycle (through production, acquisition, use & disposal) addressing individual and contextual factors that shape behaviour at micro and macro levels. It reviews the roots of research into consumer behaviour and consumption, covers particular theories & bodies of literature (e.g., decision making, learning, habits, socio-cultural processes). It provides opportunities to apply theory to consumer behaviour & consumption in a variety of context and to assess the implications for commercial and non-profit organisations, public policy and consumers themselves.

Target Students

Available for MSc Marketing students and MSc Exchange students.

Classes

• One 2-hour seminar each week for 2 weeks
• Two 2-hour lectures each week for 9 weeks

BREAKDOWN: lectures plus 4 hours MS Teams Webinars 30 hours lecture & seminar preparation 44 hours reading/use of learning resources 40 hours group project research and preparation 46 hours revision

Assessment

• 100% Coursework: 3,000 words

Educational Aims

Learning Outcomes

Knowledge and Understanding
•    Customers and stakeholders - customer expectations, service and orientation
•    Communications – the comprehension and use of relevant communications for application in business and management, including the use of digital tools
•    The importance of sustainability issues, including an understanding of the challenges and opportunities arising from the activities of people and organisations on the economic, social and environmental conditions of the future.
 

Intellectual Skills
•    Being able to think critically and be creative: manage the creative processes in self and others; organise thoughts, analyse, synthesise and critically appraise. This includes the capability to identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalise appropriately
 

Professional Practice Skills
•    Effective performance within team environments and the ability to recognise and utilise individuals' contributions in group processes and to negotiate and persuade or influence others; team selection, delegation, development and management. 
•    Leadership and performance management: selecting appropriate leadership style for different situations; setting objectives, motivating, monitoring performance, coaching and mentoring
•    The ability to recognise the need for and initiate change and to be able to manage change
•    The ability to recognise and address ethical dilemmas, corporate social responsibility and sustainability issues, applying ethical and organisational values to situations and choices

Transferable (Key) Skills
•    Effective communication: networking, listening, oral and written communication of complex ideas and arguments, using a range of media, including the preparation of business reports

Conveners

• Professor Sally Hibbert