Module BUSI4G815: Behavioural Science for Marketing

Department: Management and Marketing

BUSI4G815: Behavioural Science for Marketing

Prerequisites

• None

Corequisites

• None

Excluded Combination of Modules

• None

Aims

• To explore consumer interactions with the products and services of everyday life, and with the marketing of those products and services.
• To facilitate an understanding of how and why consumers act, think and feel the ways that they do by exploring the psychological, social, cultural, biological, and marketing factors that influence, and are influenced by consumption.
• To critically review contemporary perspectives on consumers and marketing practices at the cutting edge of industry and academia.

Content

• The behavioural shift in business-to-consumer marketing
• Why we buy - the fundamental motives driving consumer choice
• The brain as a computer - conscious and non-conscious processing
• Heuristics, biases and sales triggers
• Consumer emotions and marketing as emotional engineering
• Shopper marketing - a behavioural science approach
• Marketing, technology and consumer behaviour in the 'Metaverse'
• Influence, influencers and the influenced
• Influencer and content marketing - a behavioural science approach
• From shopper marketing to influencer-led shopping - new directions in B2C marketing

Learning Outcomes

• By the end of the module students will:
• Have a critical understanding of the psychological, social, cultural, biological, and marketing influences on consumers' behaviour, thoughts and feelings.
• Be able to explain the various consumption activities that individuals undertake and the new environments within which they occur.
• Have a critical appreciation of why and how an understanding of consumers and consumption is important for marketing.
• Have gained the necessary subject knowledge to enable them to observe, interpret and demonstrate marketing and consumption in action.
• Be able to understand the latest research issues and instruments in marketing and consumer research.

• By the end of the module, students will have acquired the following specialist skills at an advanced level:
• Ability to critically evaluate and reflect on ones own behaviour in the role of consumer.
• Ability to develop and evaluate marketing strategies in the light of marketing and consumer theory.
• Ability to critique consumer research reports.

• Effective written and oral 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 by means of a combination of lectures and workshops. Lectures provide the main conceptual input to the module, while the workshop series is designed to explore some of the key tools marketing researchers use in this field. In addition to guided reading and independent study, the module makes use of a range of multimedia resources and podcasts to enhance the learning experience and ensure outcomes will be met.
• The summative assessment of the module takes the form of an analysis of a major area of fast-moving consumer goods (FMCG) consumption. This is designed to test student knowledge and understanding of the subject-matter and their ability to apply specialist skills in research designed to inform strategy in a shopper or influencer marketing context.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment:

Students undertake a series of in-class group exercises during the workshops, receiving instruction and continuous feedback on the theoretical knowledge and consumer research skills needed to undertake the individual summative assignment.

■ 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