MMM129-Consumer Intelligence: New Consumers, New Markets

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Level:7
Terms in which taught: Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2022/3

Module Convenor: Dr Ruby Zhang
Email: ruby.zhang@henley.ac.uk

Type of module:

Summary module description:

Generating a deep understanding of contemporary consumers is a challenge for every organisation and marketing professional because of the constant evolution of consumer behaviour. This module aims to provide a theoretical basis and practical tools to help modern marketers to better understand contemporary consumers. The impact of digital technology and its impact on consumer behaviour will be discussed. Using such technologies in social media has created a virtual space where consumers can meet up and discuss their needs and wants (ultimately about goods and services) without space and time boundaries. Forward looking companies and contemporary marketing professionals need to be able understand contemporary social phenomena and tap into these (digital) discussions to generate a critical understanding of the connected consumer and to engage with them in an agile and meaningful way. Theories, tools and analysis techniques will be presented and reviewed in order to create a contemporary strategic marketing toolkit to generate consumer intelligence especially from the digital arena. The module will also touch upon Mobile Marketing, Internet of Things, Wearables, Virtual Reality and Neural Marketing as application domains for customer intelligence.

Aims:

This module aims at providing students with theories, strategies and techniques to understand contemporary consumer behaviours with a focus on the digital environment which can facilitate the generation of consumer intelligence. Taking a multi-disciplinary approach and moving from the concepts such as group consumption, social processes and group communication, the module will discuss the role of modern consumers within communities of interest in physical and digital spaces. Omnichannel and mobile consumer trends as well as purchase behaviours will be discussed along with the concept of the SMART consumer and the new technological trends.

Assessable learning outcomes:

Having completed this module, the student is expected to:

Ìý

• Critically discuss contemporary consumer behaviour within a collective social media environment;

• Critically evaluate theories underpinning contemporary consumer behaviour towards the generation of consumer intelligence;

• Design strategies and tactics to harvest, analyse and get insightsfrom consumers’ data;

• Synthesise appropriate, consistent, and creative action plans to target modern consumers.

Additional outcomes:

• Critically interpret consumer insight to generate marketing intelligence;

• Effectively organize, plan, and work both collaboratively and individually;

• Communicate consumer analysis effectively through written reporting;

• Appropriately apply theory into practice in different market contexts.

Outline content:

• Groups, Social Processes and Communication

• Sociocultural trends in Consumer Behaviour

• Word of Mouth and the Connected Consumer

• New Consumers and New Markets

• Smart Consumers

• Social Media and Crowd Cultures

• Engaging in Online Social Networking

• Omnichannel

• Digital Shopping and Big Data

• Data mining and data analytics

• Virtual Reality and Neural Marketing

Brief description of teaching and learning methods:

In this module students will undertake a series of lectures and seminars. Lectures contents will be based theories to understand the shift of consumer behaviour towards a more social arena focusing especially on the digital context. During the seminars, students will be confronted and will discuss real case studies. Students will adopt tools and techniques introduced in the lectures to better analyse contemporary consumer behaviour and generate customer intelligence through digital media. Sem inars will be organized with the purpose to support and tutor students in creating their client project.

Contact hours:

Ìý	Autumn	Spring	Summer
Lectures		20
Seminars		3
Guided independent study:	Ìý	Ìý	Ìý
Ìý Ìý Wider reading (independent)		40
Ìý Ìý Wider reading (directed)		40
Ìý Ìý Preparation for seminars		6
Ìý Ìý Revision and preparation		30
Ìý Ìý Group study tasks		10
Ìý Ìý Essay preparation		40
Ìý Ìý Reflection		11
Ìý	Ìý	Ìý	Ìý
Total hours by term	0	200	0
Ìý	Ìý	Ìý	Ìý
Total hours for module	200

Summative Assessment Methods:

Method	Percentage
Written exam	50
Project output other than dissertation	50

Summative assessment- Examinations:

A 2-hours exam.

Summative assessment- Coursework and in-class tests:

Coursework includes an individual written report equivalent of 2,500 words (50%). (Week 30)

Formative assessment methods:

Students will be exposed to formative assessment method(s) on this module, to help support preparation of the summative assessment(s).

Penalties for late submission:

The below information applies to students on taught programmes except those on Postgraduate Flexible programmes. Penalties for late submission, and the associated procedures, which apply to Postgraduate Flexible programmes are specified in the policy £Penalties for late submission for Postgraduate Flexible programmes£, which can be found here: /cqsd/-/media/project/functions/cqsd/documents/cqsd-old-site-documents/penaltiesforlatesubmissionpgflexible.pdf
The Support Centres will apply the following penalties for work submitted late:

• where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
• where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

The University policy statement on penalties for late submission can be found at: /cqsd/-/media/project/functions/cqsd/documents/cqsd-old-site-documents/penaltiesforlatesubmission.pdf
You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Assessment requirements for a pass:

A weighted average mark ofÌýexamination and individual reportÌýof 50%.Ìý

Reassessment arrangements:

Students failing the module will be re-assessed by resitting or resubmitting of the failed elements of work.ÌýRe-sit and re-submissionÌýdateÌýis in August/September of the same year.

Additional Costs (specified where applicable):

Last updated: 22 September 2022