MSc Marketing

The purpose of this course unit is to examine in detail the process of customer (i.e., B2C and B2B) decision-making, the influences on buyer behaviour and their implications for marketing in purposeful organisations. Students will develop a critical appreciation of the existing research into customer  behaviour by engaging with the literature and examining practices in the marketing of customer goods and services.

The course unit aims to provide students with an understanding of and insights into customer behaviour (i.e., B2C and B2B); to acquaint students with the factors which influence consumer's and buyer’s thoughts, feelings, and actions; and to outline links between  customer behaviour research and marketing theory and practice.

By the end of the course unit students should be able to:

•  Use a range of theories that are related to customer marketing situations.
•  Understand consumer and buyer purchasing situations
•  Identify factors which influence consumer and buyer models of behaviour
•  Understand that there are a variety of possible perspectives that can be used in consumer and business markets and that these offer distinct marketing opportunities.
•  Have a more in-depth understanding ofhow and why marketing activities affect B2C and B2B customers
•  Understand that customers have richly interrelated thoughts, emotions, impulses and understandings, and that these offer distinct marketing opportunities.
•  Demonstrate how knowledge of customer behaviour can be applied to marketing practice
•  Practice group work and presentation skills, in the context of customer analyses

Formal Contact Methods

Minimum Contact hours: 20 

Delivery format: Lecture and Workshops 

Coursework presentation (40%)
Exam (60%)

Peer Assessment for Group Work 
Please note we will use a formal peer assessment process for the group work assessment. Where deemed appropriate by the course unit leader(s), the peer assessment will be summative.
 

Written, verbally during class and via Blackboard.

· BSethna, Z. (2023) Consumer behaviour. Fifth edition / edn. Los Angeles: SAGE. Available online.
· Solomon, M. R., Askegaard, S., Hogg, M. K., & Bamossy, G. J. (2016). Consumer behaviour : a European perspective / (6th edition.). Pearson. Available online.
 

Informal Contact Methods

Office Hours
Online Learning Activities (blogs, discussions, self-assessment questions)