ICM136-Insights from Marketing and Consumer Behaviour for Regulators

Module Provider: ICMA Centre
Number of credits: 10 [5 ECTS credits]
Level:7
Terms in which taught: Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Module version for: 2017/8

Email: t.moore@icmacentre.ac.uk

Summary module description:

This module will explore academic research on consumer decision-making and marketing. It will consider the regulatory challenges presented by financial firms’ marketing and consumer behaviour and the implications for key stakeholders.

Aims:
This module aims to deliver insights into how lessons from regulated firms’ sales and marketing strategies, consumer preferences and decision-making, biases and resultant buyer behaviour can be understood in a financial sector context and what this means for regulators

Assessable learning outcomes:

Additional outcomes:

Outline content:
The module will begin by introducing the ‘experience economy’ and using cases and examples will discuss topics such as how firms map and influence the customer journey, customer management strategies and the impact that modern technological advances have on marketing within the financial sector. In conjunction with this study of marketing the module will explore academic literature and academic/practitioner research on the motives for, approaches to and models of consumer decision-making. The module will conclude by teasing out the regulatory challenges presented by financial firms’ marketing and consumer behaviour and the implications for key stakeholders and in particular vulnerable customers who are often confronted with complex choices and responsibilities for long-term financial decision-making.

Brief description of teaching and learning methods:

Other information on summative assessment:

Formative assessment methods:

Henley weekend as per programme specification

Penalties for late submission:
Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information: http://www.reading.ac.uk/internal/exams/student/exa-guidePG.aspx

Length of examination:

Requirements for a pass:
50% weighted average mark

Reassessment arrangements:
By written assignment, as part of the overall examination arrangements for the MSc programme.

Additional Costs (specified where applicable):

Last updated: 31 March 2017