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Level 2: Consumer Behaviour

Module Description

This module aims to:

1. Provide an overview of consumer behaviour and explain how it impacts marketing strategy;
2. Provide an overview of consumer behaviour and explain how it impacts marketing strategy;
3. Recognise the influence of groups on consumer behaviour;
4. Evaluate the consumer decision-making process.

Module Content

• Consumer research methodologies
• Ethics in marketing
• Market segmentation techniques
• Criteria for targeting a marketing segment
• Influencing purchasing decisions by understanding personality and perception
• Consumer learning and attitudes
• Designing and presenting messages to consumers
• Consumer adoption and decision-making processes

Intended Learning Outcomes

On completion of this module, students will be able to:

• Critically explain the impact of consumer behaviour on marketing strategy
• Apply understanding of the consumer research process
• Apply understanding of the importance of market segmentation
• Critically analyse the importance of consumer learning theory
• Analyse and assess cross-cultural consumer analysis techniques
• Critically evaluate the consumer decision-making process

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