School of Management, Unit Catalogue 2007/08 |
MN50355 Marketing to consumers |
| Credits: 6 |
| Level: Masters |
| Semester: 1 |
| Assessment: EX 100% |
| Requisites: |
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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 (for example, web sites). 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: * Consumer Research and Marketing * Celebrities in Marketing * Knowledge and Recall * Internet Marketing * Consumer Differences * Beyond Information Processing * Interpretive Consumer Research * Consumer Groups * The Influence of Culture on Consumption This course will require reading academic journal articles to supplement the material covered in lectures. |