Module BUSI2211: Behavioural Science for Marketers

Department: Management and Marketing

BUSI2211: Behavioural Science for Marketers

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 understand consumers' responses - psychological and physiological - to a range of marketing stimuli and ways in which those responses vary in different situational contexts.
• To engage at a critical level with the latest behavioural science research into consumer behaviour and marketing practice

Content

• Historical Foundations of Behavioural Science Marketing
• Ethics and Using Behavioural Science for Better Societal Changes
• Consumer Motivations and Evolutionary Psychology
• Heuristics, Biases and Decision Making
• The Cultural Unconscious and the Culture Code
• Consumer Neuroscience and the Neuromarketer’s Toolkit
• Science of Persuasion
• Sensation, Perception and Sensory Marketing
• The Neuro-logic of Consumer Decision-Making
• The Emotional Consumer
• Behavioural Science Marketing in Action.

Learning Outcomes

• An understanding of the psychological, biological, situational, environmental and socio-cultural influences on behaviour;
• A critical awareness of the decision-making processes that individuals undertake and the models which seek to interpret this behaviour;
• Critically evaluate the impact of behavioural sciences on marketing practices.

• Ability to observe, interpret and demonstrate marketing psychology in action.
• Ability to critically evaluate their own behaviour as consumers.
• Ability to develop and evaluate marketing strategies in the light of consumer psychology theory and behavioural science research.

• Creativity and problem-solving (e.g. by thinking laterally and innovatively).
• Active and reflective learning.
• Presenting in both the written and oral/visual form.
• Group work/teamwork and leadership skills.

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

• Weekly lectures introduce students to key concepts in behavioural science marketing and focus on current themes and developments.
• Workshops provide students with hands-on experience in the use of consumer research frameworks and focus on real-world applications to enhance employability.
• The assessment format is the production of a digital output equivalent in workload to a written work of 3000 words. Specifically, students draw on concepts from the weekly lectures, undertaking a comprehensive analysis of consumer behaviour toward a product or service of their own choice, culminating in a set of behavioural science marketing proposals for a client brand.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment:

Students undertake a series of group activities during the fortnightly workshops, designed to inform the individual piece of desktop research that is the main summative assignment; feedback is continuous and involves a strong peer review element.

■ Students who do not attend monitored activities shown under Teaching Methods and Learning Hours, or who fail to complete the summative or formative assessment(s) specified above, may be subject to the Academic Progress procedures defined in the University's General Regulation V, and may be required to leave the University.