The Consumer Insights unit at Level 7 focuses on understanding consumer behavior through psychological and socio-cultural theories, aiming to equip students with the tools to critique existing frameworks and develop effective marketing communications. Students will engage in workshops and assessments to evaluate consumer culture and generate relevant industry knowledge. The unit includes various topics such as consumer segmentation, motivation research, and behavioral economics, with coursework as the primary assessment method.
The Consumer Insights unit at Level 7 focuses on understanding consumer behavior through psychological and socio-cultural theories, aiming to equip students with the tools to critique existing frameworks and develop effective marketing communications. Students will engage in workshops and assessments to evaluate consumer culture and generate relevant industry knowledge. The unit includes various topics such as consumer segmentation, motivation research, and behavioral economics, with coursework as the primary assessment method.
The Consumer Insights unit at Level 7 focuses on understanding consumer behavior through psychological and socio-cultural theories, aiming to equip students with the tools to critique existing frameworks and develop effective marketing communications. Students will engage in workshops and assessments to evaluate consumer culture and generate relevant industry knowledge. The unit includes various topics such as consumer segmentation, motivation research, and behavioral economics, with coursework as the primary assessment method.
The Consumer Insights unit at Level 7 focuses on understanding consumer behavior through psychological and socio-cultural theories, aiming to equip students with the tools to critique existing frameworks and develop effective marketing communications. Students will engage in workshops and assessments to evaluate consumer culture and generate relevant industry knowledge. The unit includes various topics such as consumer segmentation, motivation research, and behavioral economics, with coursework as the primary assessment method.
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UNIT SPECIFICATION
Unit title Consumer Insights
Level Level 7 Credit value 20 (10 ECTS)
Is this a common unit? Yes Expected contact hours for 40
unit Pre and co-requisites None
Aims This unit deals with the macro and micro levels shaping consumer behaviour. The aims of the unit are: 1) to provide students with a critical understanding of the major psychological and socio-cultural theory informing our understanding of consumer culture and behaviour, 2) to equip students with the theoretical tools to critique and adapt existing frameworks for understanding consumer behaviour and culture, 3) to enable students to generate industry relevant knowledge about contemporary consumers, 4) to prepare students in the effective development of marketing communications based on an understanding of consumer behaviour and culture.
Intended learning outcomes (ILOs)
Having successfully completed this unit the student is expected to: 1. Develop a critical understanding of the major psychological and socio-cultural principles underpinning our understanding of consumer behaviour and culture 2. Independently evaluate and adapt existing consumer culture and behaviour frameworks 3. Generate industry relevant knowledge about contemporary consumers 4. Plan effective marketing communications based on an understanding of consumer culture and behaviour.
Learning and teaching methods
A variety of learning and teaching strategies will be used to facilitate the development of the necessary intellectual skills and practical competences to meet the unit’s aims. The unit will be delivered through a combination of intensive workshops or boot camps and group/individual surgeries. Weekly theoretical boot camps will outline major issues, principles and concepts, and these will be followed by student led workshops where frameworks will be appraised and applied to inform effective marketing communication planning. The learning programme will assist in the development of students’ critical thinking and appreciation of consumer behaviour within the context of marketing communications and the media.
Assessment
Formative assessment/feedback Individual tutorials, seminar discussion and workshop presentations will contribute formatively to all learning outcomes. Students may also receive feedback on non-assessed in-class activities and exercises.
Summative assessment Indicative assessment
ILOs 1-4 will be assessed by 100% coursework Coursework will typically consist of a phased assessment of work undertaken towards the completion of a project (in groups and/or individually). The work could include reports and presentations equivalent to 3000 words
Indicative unit content
The unit will examine: 1. Consumer culture frameworks for understanding consumer culture and behaviour 2. Market mediation and cultural strategy 3. Consumer segmentation and profiling 4. Consumer insights for marketing communications 5. Identity/self-concept 6. Motivation research 7. Cultural categories and consumption 8. Cultural ideals, daydreams and transformations 9. Meaning transfer and cultural intermediaries 10.Globalization and cross cultural consumer culture 11.Cognitive frameworks for understanding and measuring consumer behaviour 12.Attention, cognitive and affective 13.Behavioural Economics 14.Information processing 15.Attitudes and behaviour 16.Behavioural economic principles 17.Self-concept-brand image congruency 18.Traditional and emerging decision-making models 19.Testing marketing communication effectiveness
Indicative learning resources
Ariely, D. (2009). Predictably Rational, the Hidden Forces that Shape our Behaviour, London: Harper Collins Arnould, E., Price, L.& Zinkhan, G. (2004). Consumers, 2nd Edition, USA: McGraw-Hill Cochoy, F., Hagberg, J. Pettersson-McIntyre, M. & Sörum, N. (2017). Digitalizing Consumption. New York: Routledge. Holt, D. & Cameron, D. (2010). Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands, Oxford: OUP Jansson-Boyd, C. V., & Zawisza, M. J. (2017). Routledge international handbook of consumer psychology. New York, NY, US: Routledge/Taylor & Francis Group Kravets, O.l., Maclaran, P., Miles, S. & Venkatesh, A. (2018). The Sage Handbook of Consumer Culture, London: Sage McCracken, G. (2008) Transformation, Bloomington: Indiana University Press Miller, D. (2010). Stuff, Cambridge: Polity, Rapaille, C. (2006) The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do. New York: Broadway Books Zaltman, G., Thaler, R.H. & Sunstein, C.R. (2009). Nudge: Improving Decisions About Health, Wealth and Happiness, Penguin. Zaltman, G. & Zaltman, L.H. (2008). Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers, Harvard: Harvard Business School Press Unit number Guidance for Version v2.0-0920 Date Effective Guidance for completion number from completion
Manual for the design of a training course on intercultural competence - Part 2: Concepts related to the Council of Europe intercultural integration model
