BUSI42515: Buyer Behaviour and Marketing Innovation

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• To provide a comprehensive introduction to the specialist concepts and paradigms in consumer insights research and their role in contemporary marketing practice.
• To develop advanced empirical skills in consumer behavioural analysis.
• To equip the student with the advanced conceptual and practical skills needed to successfully formulate and implement customer-centric marketing management decisions.

• Historical Perspectives on the Consumer - psychodynamic, behaviourism, social-cognitivism
• The Brain Sell - marketing insights from contemporary neuroscience
• Decoding the Purchase Decision - conscious and non-conscious information-processing
• Shopping in 'Pilot Mode' - perception, attention, memory, learning and knowledge
• Shopping on 'Autopilot' - heuristics, biases and marketing nudges
• The Central Role of Emotions in Consumer Choice
• New Perspectives on Consumer Goals and Motivations
• Optimising the Path to Purchase
• Using Consumer Insights - product/packaging design, brand optimisation, maximising advertising effectiveness, retail environments and atmospherics, shopper marketing, etc
• Neuromarketing Research, Consumer Insights Data, and Ethical Marketing Practices.

Subject-specific Knowledge:

• To have an advanced understanding and critical appreciation of customer responses to the products and services of everyday life, and to the marketing of those products and services.
• To have a critical appreciation of the complex nature of the customer decision-making process and the methods of studying these processes, together with the challenges marketers face in seeking to influence that process.

Subject-specific Skills:

• To have acquired the specialised skills needed to develop a comprehensive marketing communications strategy that is founded upon a grounded knowledge of how and why customers behave as they do.

Key Skills:

• Enhanced skills of: written communication; planning, organising and time management; problem solving and analysis; using initiative; computer literacy.

• The learning outcomes will be achieved through a combination of lectures, guided reading, and group discussion of case studies.
• The assessment of the module, by written assignment, is designed to:
• test the acquisition and articulation of knowledge;
• test conceptual understanding and skills of application and interpretation within the business context.

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