MSc Marketing / Course details

Year of entry: 2024

Course unit details:
Customer Behaviour and Insights

Course unit fact file
Unit code BMAN74921
Credit rating 15
Unit level FHEQ level 7 – master's degree or fourth year of an integrated master's degree
Teaching period(s) Semester 2
Available as a free choice unit? No


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.

Learning outcomes

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

Teaching and learning methods

Formal Contact Methods

Minimum Contact hours: 20 

Delivery format: Lecture and Workshops 

Assessment methods

Coursework presentation (40%)
Individual (reflection) assignment (10%)
Exam (50%)

Feedback methods

Written, verbally during class and via Blackboard.

Recommended reading

•  Blythe, J. (2014), Consumer Behaviour, 2 Edition, Sage.
•  Much use will be made of academic journal articles in international journals - particularly from Journal of Consumer Research. There are many other good texts on consumer psychology. Students might want to look at
•  Arnold, E., Price, L. and Zinkhan, G. (2004), Consumers, 2nd Edition, McGraw Hill. Solomon, M., Bamossy, G., Askegaard, S. and Hogg, M. (2010), Consumer Behaviour: A European Perspective, 4th Edition, Pearson Education.

Study hours

Scheduled activity hours
Lectures 20
Seminars 10
Independent study hours
Independent study 120

Additional notes

Informal Contact Methods

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

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