There are no pre-requisites for this module to be added

In this module, you will explore topical issues shaping consumer behaviour today. You’ll learn how to spot emerging trends, analyse them effectively, and use evidence to make smart, market recommendations.You will be introduced to the different environments marketers work in—whether it’s a business aiming for profit or a non-profit organization and learn to recognise differences in consumer preferences and market strategy. You will dive into what drives people’s choices, from individual factors like motivation, learning and attitudes, to social influences like culture and reference groups.You will also gain insights into how consumers make decisions and how marketers can create better experiences based on those decisions.

Upon completion of this module you will be able to

LO1: Demonstrate a critical understanding of the key individual and social factors that influence customer behaviour at multiple levels in a global context.

LO2: Gain a critical understanding of strategies to enhance the customer experience.

LO3: Critically reflect on secondary research to gain consumer insights that inform organisational decision-making.

LO4: Individually and collaboratively create verbal, written and visual artefacts that critically analyse and debate consumer trends.

LO5: Undertake critical evaluations of scholarship on consumer dynamics and exercise autonomy and professional initiative by making evidence-based recommendations.