MM390-UNDERSTANDING CUSTOMERS

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Level:6
Terms in which taught: Autumn term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Module version for: 2016/7

Module Convenor: Mrs Georgina Kilner

Email: g.kilner@henley.ac.uk

Summary module description:
At the heart of any definition of marketing is the need to understand and to satisfy customers, whether in consumer markets or business-to-business markets. This module examines the topic of buyer behaviour.

Understanding consumer psychology is a key requirement for effective marketing management today. Marketing managers need to be able to identify and respond appropriately to different consumer audiences who vary in terms of their individual differences. These differences include perceptions, beliefs, attitudes, emotions and behaviours. The module explores the various psychological and social aspects of consumer behaviour in terms of consumer activities including triggers of need, information search, evaluation of options, purchasing decisions, consumption of goods, and post-use evaluation. The growth in C2C communication has altered the rules of engagement, leading to shifts in the power relationship between the consumer and firm. At the same time, changing lifestyles and values in society mean that the motivations associated with purchase transactions and consumption of products/services are also subject to change. The contemporary marketer needs to have the skills and knowledge to identify customer motivations and determinants of buyer behaviour in such fast moving consumer markets. The implications for engaging with customers and managing customer relationships are also considered.

Aims:
To provide an understanding into the psychological and social factors that influence consumer behaviour before, during and after purchase and consumption in contemporary consumer markets. To discuss the effective engagement and handling of business customers. Taking a multi-disciplinary approach, the module particularly draws on theory from psychology, social psychology, sociology, information systems and the marketing literature. The purpose of the module is to explore and apply consumer and business customer buying behaviour models in a contemporary context.

Assessable learning outcomes:
By the end of the module it is expected that students will be able to:
1. Recognise key cognitive and affective dimensions of consumer behaviour within the context of specific consumer markets.
2. Analyse and critique relevant multidisciplinary theories applicable to the consumer behaviour field.
3. Understand the role of technology and systems in managing customer relationships.
4. Recognise the growing importance of consumer-to-consumer communication and its influence on buying behaviour.
5. Develop value propositions pertinent to targeted consumers’ needs, behaviours, perceptions and circumstances.

Additional outcomes:
Effectively organise, plan, and work both collaboratively and individually in understanding and applying the principles of critical analysis. To communicate consumer analysis effectively through both verbal and written reporting, appropriately applying buyer behaviour theory in practice in different market contexts.

Outline content:
Drive & motivation
Learning & attitudes
Action & post-purchase
Personality & self-concept
Consumer demographics and psychographics
Cultural & social influences on consumption
Services marketing
Consumer behaviour in the digital age
Organisational buying behaviour

Brief description of teaching and learning methods:
Lectures including discussion of cases and scenarios.

Seminars based around group work.

Contact hours:
  Autumn Spring Summer
Lectures 20
Seminars 3
Guided independent study 177
       
Total hours by term 200.00
       
Total hours for module 200.00

Summative Assessment Methods:
Method Percentage
Written exam 60
Practical skills assessment 40

Other information on summative assessment:
For the projects, syndicate teams will be tasked with critically applying theories of consumer behaviour to a selected brand. This will be in the form of a report and presentation.

Formative assessment methods:

Penalties for late submission:



The Module Convenor will apply the following penalties for work submitted late, in accordance with the University policy.
  • where the piece of work is submitted up to one calendar week after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for the piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
  • where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

  • The University policy statement on penalties for late submission can be found at: http://www.reading.ac.uk/web/FILES/qualitysupport/penaltiesforlatesubmission.pdf
    You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

    Length of examination:
    2 hours.

    Requirements for a pass:
    A minimum mark of 40%.

    Reassessment arrangements:
    By examination only, in August/September.

    Additional Costs (specified where applicable):
    1) Required text books:
    2) Specialist equipment or materials:
    3) Specialist clothing, footwear or headgear:
    4) Printing and binding:
    5) Computers and devices with a particular specification:
    6) Travel, accommodation and subsistence:

    Last updated: 21 December 2016

    Things to do now