marketing and media management studies at the HIB

Module Description

Module Code	MM 380
Module Title	Consumer Behaviour
Academic level	Level 3
Credit value	5
Instruction	English
Pre-requisites	---
Co-requisites	---
Rationale for Module	Given the centrality of the customer in the service sector, understanding the buying behaviour of a target market is an essential prerequisite of a sound marketing plan: only through analysis and understanding of the factors influencing consumer decision-making can companies plan effective marketing activities suitable to their target market. The centrality of a consumer focus to modern management, especially in service industries, makes the study of consumer behaviour fundamental to corporate success. This module enables students to understand the practical importance of the consumer in the marketing process, and examines the theoretical models and frameworks within the discipline. The module develops the knowledge and understanding taught in the Level 2 marketing modules, and complements the Level 3 modules with a marketing focus.
Aims	This module aims to: 1. provide students with an understanding of customer’ needs and complexities of behaviours and to recognise the impact these have on an organisation’s marketing strategy 2. investigate the main factors that influence consumer buying behaviour, and how consumers make their buying decisions 3. ensure students have a comprehensive understanding of the role of psychological models in marketing