Module details for Understanding the Customer

Description

To examine factors underlying consumer behaviour. To highlight the importance of consumer orientation to businesses in today's economy.

Aims

The aim of this module is to provide the student with an understanding of consumer behaviour and develop knowledge of the methods used for investigation of consumer preferences.

Learning Outcomes

By the end of this module the student should be able to:

1.  Identify the factors underpinning consumer behaviour and evaluate the nature and type of decisions undertaken by consumers.

2.  Demonstrate the practical implications of consumer behaviour theory in a marketing context.

3.  Design research tools to examine consumer preferences and behavioural tendencies.

Indicative Content

1 An introduction to the consumer orientated economy.

An introduction to the consumer orientated economy, the decision making process, influences on consumer behaviour, factors underlying consumer behaviour.

2 Approaches to consumer behaviour.

Approaches to consumer behaviour and consumer research.

3 Market segmentation.

Concepts of market segmentation and customer profiling.

Teaching and Learning Work Loads

For session 2020/21 the expectation is that the teaching and learning hours stated in this descriptor will form a mix of synchronous and asynchronous student/staff activity, with the majority of this being online. The exact pattern of this activity is likely to vary from the standard face-to-face hours listed below but the overall student effort remains the same. Up-to-date information on the delivery of the module can be found on the relevant module MLS site and on your student timetable.

Teaching and Learning Method Hours
Lecture 14
Tutorial/Seminar 14
Practical Activity 14
Assessment 60
Independent 98
Total 200



Guidance notes

SCQF Level - The Scottish Credit and Qualifications Framework provides an indication of the complexity of award qualifications and associated learning and operates on an ascending numeric scale from Levels 1-12 with SCQF Level 10 equating to a Scottish undergraduate Honours degree.

Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.


Disclaimer

We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2020/21 , and may be subject to change for future years.