Core Module Information
Module title: Consumer Insights

SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT11112
Module leader: Ashleigh Logan-McFarlane
School The Business School
Subject area group: Marketing


Description of module content:

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.

Learning Outcomes for module:

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.

Full Details of Teaching and Assessment
2023/4, Trimester 1, FACE-TO-FACE,
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: CRAIGLOCKHAR
Member of staff responsible for delivering module: Ashleigh Logan-McFarlane
Module Organiser:

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Tutorial 24
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 70 1,2,3,4,5 12 , WORDS= 3000
Oral Presentation 30 1,2,3,4,5 8 HOURS= 00.10
Component 1 subtotal: 30
Component 2 subtotal: 70
Module subtotal: 100

Indicative References and Reading List - URL:
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