Module overview
This module will clarify the links between: identifying characteristics of consumers that can be measured or understood; the methods to measure or understand those characteristics; and how such measurements and understanding support marketing decision-making. It will focus upon how ubiquitous data from Internet can be used to understand and gain insight into consumption patterns and customer behaviour.
Linked modules
Prerequisite: MANG2070 or MANG1023 or MANG2039
Aims and Objectives
Learning Outcomes
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- Evaluate alternative models of consumer behaviours.
- Generate a specific course of action based on a rational consideration of the choices available.
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- Critically analyse and evaluate product-market decisions.
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- How different data sources can be integrated to create strategic marketing intelligence
- The value of contemporary models of consumer behaviour in the changing nature of offline and online consumption.
Syllabus
The module will examine the following topics:
- Strategic intelligence through understanding and measuring consumers.
- Understanding and measuring trends in consumer behaviour.
- The use of software in the development of strategic marketing intelligence.
- The use of databases and data mining in marketing.
- The use of analytical tools in gaining customer insight.
- Models of consumer buyer behaviour.
- Cognitive drivers of consumer behaviour.
- Segmenting by behaviours, values and attitudes.
- The concept of customer satisfaction.
- The concept of customer loyalty and customer lifetime value.
- Customer relationship management.
- Customer based marketing and value metrics.
Learning and Teaching
Teaching and learning methods
24 hours of lectures and 10 hours of seminars.
| Type | Hours |
|---|---|
| Follow-up work | 40 |
| Seminar | 10 |
| Wider reading or practice | 40 |
| Preparation for scheduled sessions | 20 |
| Revision | 16 |
| Completion of assessment task | |
| Lecture | 24 |
| Total study time | 150 |
Resources & Reading list
Journal Articles
Dugree et al (1996). Observations: Translating Values into Product Wants. Journal of Advertising Research, 36(6).
Burnham TA, JK Frels, V Mahajan (2003). Consumer Switching Costs: A Typology, Antecedents and Consequences. Journal of the Academy of Marketing Science, 31(2), pp. 109-26.
Lee, L, O Amit & D Ariely (2009). In Search of Homo Economicus: Cognitive Noise and the Role of Emotion in Preference Consistency. Journal of Consumer Research, 36(2), pp. 173-87.
John, DR (1999). Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research. Journal of Consumer Research, 26, pp. 183-213.
Pocheptsova, A, AA Labroo, and R Dhar (2010). Making Products Feel Special: When Metacognitive Difficulty Enhances Evaluation. Journal of Marketing Research, 47, pp. 1059–1069.
Hillebrand, B, JJ Nijholt & EJ Nijssen (2011). Exploring CRM Effectiveness: An Institutional Theory Perspective. Journal of the Academy of Marketing Science, 39(4), pp. 592-608.
Moschis, GP & RL Moore (1979). Decision Making Among the Young: A Socialization Perspective. Journal of Consumer Research, 6(2), pp. 101-112.
Srinivasan, S and DM Hanssens (2009). Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions. Journal of Marketing Research, 46, pp. 293–312.
Pham, MT, C Goukens, DR Lehmann and JA Stuart (2010). Shaping Customer Satisfaction Through Self- Awareness Cues. Journal of Marketing Research, 47, pp. 920-32.
Voss, KE, ER Spangenberg & B Grohmann (2003). Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude. Journal of Marketing Research, 40, pp. 310-340.
Hoffman, DL, PK Kopalle & TP Novak (2010). The “Right” Consumers for Better Concepts: Identifying Consumers High in Emergent Nature to Develop New Product Concepts. Journal of Marketing Research, 47, pp. 854–865.
Daniel, E, H Wilson & M McDonald (2003). Towards a Map of Marketing Information Systems: An Inductive Study. European Journal of Marketing, 37(5), pp. 821-847.
Diehl, K and C Poynor (2010). Great Expectations?! Assortment Size, Expectations and Satisfaction. Journal of Marketing Research, 47, pp. 312-22.
Khodakarami, F. and Chan, Y.E. (2014). Exploring the Role of Customer Relationship Management (CRM) systems in Customer Knowledge Creation. Information & Management, 51(1), pp. 27-42.
Textbooks
Alba, Joseph W (2011). Consumer Insights: Findings from Behavioral Research. MSI Relevant Knowledge Series, Marketing Science Institute.
Buttle, Francis (2011). Customer Relationship Management: Concepts and Technologies. London: Butterworth-Heinemann.
Hooley, G, N Piercy & B Nicoulaud (200). Marketing Strategy & Competitive Positioning. Harlow: Prentice Hall.
Smith, Brian & Raspin, Paul (2008). Creating Market Insight. Wiley.
East, Robert, Wright, Malcolm & Vanhuele, Marc (2008). Consumer Behaviour: Applications in Marketing. Sage Publications.
Evans, Martin, Jamal, Ahmad & Foxall, Gordon (2009). Consumer Behaviour. Wiley.
Schieffer, Robert (2005). Ten Key Customer Insights. Thomson.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
In-class activities
- Assessment Type: Formative
- Feedback: Students are required to write a mini essay (about 400-500 words) on a topic, and cohort-based formative feedback will be given.
- Final Assessment: No
- Group Work: No
Summative
This is how we’ll formally assess what you have learned in this module.
| Method | Percentage contribution |
|---|---|
| Examination | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
| Method | Percentage contribution |
|---|---|
| Examination | 100% |
Repeat
An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.
| Method | Percentage contribution |
|---|---|
| Examination | 100% |
Repeat Information
Repeat type: Internal & External