The Consumer Psychology of Brands
| Code | School | Level | Credits | Semesters |
| BUSI2132 | Nottingham University Business School China | 2 | 10 | Spring China |
- Code
- BUSI2132
- School
- Nottingham University Business School China
- Level
- 2
- Credits
- 10
- Semesters
- Spring China
Summary
PRE-REQUISITE
Please note that for this module, the following pre-requisite applies:
BUSI2178 Marketing Management
(Please ignore Requisites: N/A below)
Introduction to the consumer psychology of brands; Information processing and knowledge formation; Brand purchase decisions; Habitual brand choice and brand learning; Evolutionary consumer psychology; Environmental influence on brand-related behaviour; Brands and consumers need for self-expression; Reference groups; Country-of-Origin Effects.
Re-assessment format is decided by the school.
Target Students
Part I (Year 3) students with the required pre-requisites.There is a limited number of places on this module. Students are reminded that enrolments which are not agreed by the Offering School in advance may be cancelled without notice.Available to JYA/Erasmus students.
Classes
- One 1-hour-30-minute seminar each week for 2 weeks
- One 1-hour-30-minute lecture each week for 10 weeks
Assessment
- 100% Exam 1 (1-hour-30-minute): 1.5 Hour exam
Assessed by end of spring semester
Educational Aims
Brands are psychological constructs. They do not have an objective physical existence outside of consumers minds. This module looks at how psychological factors shape and influence consumers brand-related decisions and behaviors. The content covers topics from social and cognitive psychology as well as topics from emerging areas such as evolutionary psychology.Learning Outcomes
•The different approaches for segmentation, targeting, positioning, generating sales and the need for innovation in product and service design
•The ability to analyse facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions
•Conceptual and critical thinking, analysis, synthesis and evaluation
•Self-analysis and awareness/sensitivity to diversity in terms of people and cultures. This includes a continuing appetite for development
•Commercial acumen based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty
•The ability to act entrepreneurially to generate, develop and communicate ideas, manage and exploit intellectual property, gain support and deliver successful outcomes
•Communication and listening including the ability to produce clear, structured business communications in a variety of media
•An awareness of the interpersonal skills of effective listening, negotiating, persuasion and presentation and their use in generating business contacts
•Ability to work collaboratively both internally and with external customers and an awareness of mutual interdependence
•Self-management and a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time
•Ability to work with people from a range of cultures
•Articulating and effectively explaining information
•Building and maintaining relationships
•Emotional intelligence and empathy
Conveners
- Dr Boying Li