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:
Current from: 2018/9

Email: g.kilner@henley.ac.uk

Type of module:

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.

Summative assessment- Examinations:

One 2-hour unseen written paper.

Summative assessment- Coursework and in-class tests:

The project will be carried out in groups.  Typically, the assignment will require a written report and a presentation. 

Groups will be tasked with producing a report and a presentation

Group report: A maximum of 3000 words is permitted.  Overlong assignments will be processed according to the standard university policies. To be submitted during week 11 of Autumn Term.

Group presentation:The group presentation will be a maximum of 15 minutes. During week 10 of Autumn Term

Formative assessment methods:

Discussion/feedback during the seminars and support for the group work

Penalties for late submission:

Late submissions will be processed and penalised according to the standard university policies.

Assessment requirements for a pass:
A minimum mark of 40%.

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

Additional Costs (specified where applicable):

Last updated: 20 April 2018