Consumer Behaviour

Code

BUSI3033

School

Business

Level

3

Credits

10

Semesters

Spring UK

Summary

This module introduces and develops frameworks which enable businesses to understand the buying behaviour of consumers.

Target Students

Part I and II undergraduate students taking or have taken BUSI2172 Marketing Management. Also available to Exchange students.

Co-requisites

Modules you must take in the same academic year, or have taken in a previous year, to enrol in this module:

• Marketing Management (BUSI2172)

Classes

• One 1-hour seminar each week for 2 weeks
• One 1-hour lecture each week for 11 weeks

Assessment

• 100% Coursework 1: 2,500 words

Assessed by end of spring semester

Educational Aims

Learning Outcomes

Knowledge and understanding
This module develops a knowledge and understanding of:
•    The management of customer expectations, relationships and development of service excellence
•    The comprehension and use of relevant communications for application in business and management, including the use of digital tools
•    The need for individuals and organisations to manage responsibly and sustainably and behave ethically in relation to social, cultural, economic and environmental issues

Intellectual skills
This module develops:
•    The ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making
•    Conceptual and critical thinking, analysis, synthesis and evaluation

Professional practical skills
This module develops:
•    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

Transferable (key) skills
This module develops:
•    Articulating and effectively explaining information

Conveners

• Dr Clare Foster