School of Management, Unit Catalogue 2009/10 |
MN50355: Marketing to consumers |
 Credits:
| 6 |
| Level:
| Masters |
| Period: | Semester 1 |
| Assessment:
| ES 100% |
| Supplementary Assessment: | Like-for-like reassessment (where allowed by programme regulations) |
| Requisites:
| |
| Description: | Aims: The purpose of this course is the study of consumer behaviour. It aims to provide theoretical frameworks to assist the student in understanding how and why consumers act as they do. This course is designed to build on the student's knowledge of marketing in two ways: * To provide an in-depth look at some of the topical areas of research in consumer behaviour. * To offer exposure to current theories and approaches that may be useful for understanding marketing. Learning Outcomes: At the end of the course, the student should have acquired an understanding of current topics in marketing that give insight into how consumers behave. Specifically, the student should be able to: 1. Understand how differences in consumers influence their responses to marketing stimuli. 2. Apply consumer behaviour theory to different marketing problems. 3. Explain the difference between traditional consumer research and interpretive consumer research. 4. Appreciate differences between consumers at a group level. Skills: * Analytical Skills - assessed. * Writing Skills - assessed. * Class participation skills. Content: The course will include lectures on topics such as: 1. Metaphors of consumption 2. Consumer Culture Theory 3. Consumer identity projects 4. Marketplace Cultures 5. Brand Communities 6. Tribal Consumption 7. Consumer Behaviour at the point of sale 8. Researching Consumers 9. Representing Consumers 10. Introspection and Consumer Research 11. Materialism and Consumer Culture This course will require reading academic journal articles to supplement the material covered in lectures. |