Module BUSI4D515: Buyer Behaviour and Marketing Communications (ONLINE)

Department: Business School (Business)

BUSI4D515: Buyer Behaviour and Marketing Communications (ONLINE)

Prerequisites

• None.

Corequisites

• None.

Excluded Combination of Modules

• Buyer Behaviour and Marketing Communications (TAUGHT)

Aims

• To provide a comprehensive to the specialised area of buyer behaviour and the management of customer - centric Integrated Marketing Communications (IMC) strategies.
• To consolidate and extend the advanced conceptual and empirical skills acquired during the Core period of the MA programme.
• To equip the student with the advanced conceptual and practical skills needed to successfully develop a professional multimedia marketing communications plan.

Content

• I. Understanding Customers:
• Marketing management in the customer-driven organisation;
• Consumer buying and organisational buying;
• Customer choice and decision-making processes;
• Internal influences on customer decision-making;
• External influences on customer decision-making.
• II. Communicationg with Customers:
• Marketing communications as a buyer-seller dialogue;
• Developing an integrated marketing communications (IMC) strategy;
• One, two, three and four-dimentional communications strategies;
• The marketing communications mix - advertising, promotion, merchandising, PR,etc;
• Developing and implementing a strategic media plan.
• III. Managing Customer Relationships:
• Understanding customer-marketer dynamics;
• In-bound communications and customer intelligence;
• Realtionship marketing and the 'marketing concept';
• Customer relationship, management (CRM) systems;
• Identifying, communicationg and delivering the value proposition.

Learning Outcomes

• 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.
• 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.

• Aquired 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.

• effective written communication skills
• planning, organising and time management skills
• problem solving and analytical skills
• the ability to use initiative
• advanced skills in the interpretation of data
• advanced computer literacy skills

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

• The module is delivered via online learning, divided up into study weeks with specially produced resources within each week. Resources vary according to the learning outcomes but normally include: video content, directed reading, reflection through activities, opportunities for self-assessment and peer-to-peer learning within a tutor-facilitated discussion board. Tutors provide feedback on formative work and facilitate discussion board communication as well as being available for individual consultation as necessary (usually by email and Skype). 
• The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment:

A written assignment of 1,500 words, or its multimedia equivalent, which may involve some group work.

■ Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University