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Introduction to the subject area and topical consumer issues. The contexts in which the marketer operates (e.g. organisational contexts profit/non-profit, differences in needs/wants/values and segmentation, targeting and positioning) and key factors that influence consumer dynamics e.g. individual (motivation, learning, perception, attitudes, lifestyles) and group (opinion leaders, reference groups, culture). Understanding and enhancing the consumer experience through examining the consumer decision making process.

Upon completion of this module you will be able to
LO1: To demonstrate a critical understanding of the key individual and social factors that influence customer behaviour at multiple levels in a global context.
LO2: To gain a critical understanding of strategies to enhance the customer experience.
LO3: To critically reflect on secondary research to gain consumer insights that inform organisational decision-making.
LO4: To individually and collaboratively create verbal, written and visual artefacts that critically analyse and debate consumer trends.
LO5: To undertake critical evaluations of scholarship on consumer dynamics and exercise autonomy and professional initiative by making evidence-based recommendations.