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: 2017/8

Module Convenor: Mrs Georgina Kilner

Email: g.kilner@henley.ac.uk

Summary module description:

Understanding customers, whether in consumer or business-to-business is at the heart of the marketing discipline.  This module uses contributing social sciences such as psychology, sociology and economics to understand the drivers to consumer behaviour

Understanding consumer psychology is a key requirement for effective marketing management.  Marketing managers need to be able to identify and respond appropriately to different consumer audiences who vary in terms of their perceptions, beliefs, attitudes, emotions, personalities and behaviours.   Changing lifestyles and values in society mean that the influence and impact of culture, family and friends play a key role in motivation and on consumer choice.

The processes of consumer decision making and activity, triggers of need, information search, evaluation of options, purchasing decisions, consumption of goods, and post-use evaluation, are vital to the marketer in understanding the application of marketing tools.  The wider possibilities for behavioural segmentation, satisfaction and loyalty in products and services are considered.



 


Aims:

To provide an understanding into the psychological and sociological factors that influence consumers behaviour before, during and after purchase and consumption in contemporary consumer markets. To discuss the effective engagement and handling of business customers. 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 and analyse the key aspects and dimensions of understanding customers as individuals in the terms of motivation, perception, learning attitude formation and change their personalities.

  2. Recognise and analyse the key aspects and dimensions of understanding customers with their cultural and social settings by considering the influences of reference groups and families, culture and its erosion.

  3. Evaluate the underlying theories and apply concepts of the consumer decision making process in both consumer and business-to business markets in both high and low involvement purchasing.

  4. Evaluate psychographic and behavioural approaches to segmentation.

  5. Define and create strategic marketing tools, pricing, communication and promotion responses, which are pertinent to the customer and stage of purchase.


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:

Psychological Influences- Drive & motivation, perception, learning & attitudes, personality and self concept



Sociological Influences- reference groups, family and culture



Behavioural and psychographic segmentation



Consumer and organisational buying behaviour and processes for products and services


Brief description of teaching and learning methods:

Lectures which include practitioner links.



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:

Groups will be tasked with producing a report and a presentation applying theories of consumer behaviour to an organisation of its choice.



The report will be a maximum of 3000 words.



The group presentation will be a maximum of 15 minutes.


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.

    Last updated: 10 April 2017

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