Consumer Behaviour in the Digital Environment
| Module title | Consumer Behaviour in the Digital Environment |
|---|---|
| Module code | BEMM780 |
| Academic year | 2024/5 |
| Credits | 15 |
| Module staff | Dr Jingqi Qiu (Lecturer) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 10 |
| Number students taking module (anticipated) | 100 |
|---|
Module description
This module will examine the development of consumer behaviour in the online environment to reveal how new platforms and new digital business models are transforming our understanding of the traditional buyer/seller relationship. Drawing from the disciplines of psychology, economics and data analysis, this module will provide you with an introduction to this fascinating and dynamic area. Insights from research, both historic and emerging, will be used to critically evaluate consumer behaviour principles and understand the growing role of online communities in marketing. Most importantly, you will consider the role of marketing in helping you to deliver a seamless, omni-channel customer experience that supports both engagement and ongoing loyalty.
Module aims - intentions of the module
Understanding your audience is at the heart of successful marketing and this module aims to equip students with the foundation knowledge and skills required to interpret, evaluate and select strategies designed to generate audience engagement and build ongoing customer loyalty. By taking an inter-disciplinary approach, the module will expose students to a broad range of core principles and ways of working designed to enable future marketers to respond effectively to the dynamic marketing environment and deliver measurable value to their organisations.
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. Apply concepts and theories associated with online consumer behaviour
- 2. Explain and interpret the role of effective marketing practice in securing customer loyalty
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 3. Critically evaluate the impact of the digital environment on consumer behaviour and the marketplace
- 4. Understand how to best engage specific audiences
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 5. Appraise the value of collaboration in achieving objectives
- 6. Recognise the social, ethical and environmental factors that influence organisations.
Syllabus plan
Core themes considered in the module will include:
- Contexts of contemporary digital consumer behaviours
- New trends of consumer behaviour
- Involvement and online customer journey map
- Attitudes and elaboration likelihood model
- Customer knowledge-sharing and value co-creation
- Motivation and emotional contagion
- Patterns of buying behaviour
- Digital WOM and influencer marketing
- Technology affordance on digital consumer behaviour
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 20 | 130 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled learning and teaching activities | 14 hours | 10 x 1-2 hours whole cohort session |
| Scheduled learning and teaching activities | 6 hours | 6 x 1 hour seminar |
| Guided Independent Study | 130 hours | Core and supplementary reading, individual assignments |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Workshop exercises | Via 8 hour seminars | 1-6 | Verbal and/or written |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 100 | 0 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Group assignment | 30 | 1000 word equivalent | 1,4,5 | Written feedback |
| Individual coursework | 70 | 2500 words | 1-3,6 | Written feedback |
Details of re-assessment (where required by referral or deferral)
| Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
|---|---|---|---|
| Group assignment | 1000 word individual reflection | 1,4,5 | Referral/Deferral Period |
| Individual coursework | 2500 word individual essay | 1-3,6 | Referral/Deferral Period |
Indicative learning resources - Basic reading
There is no ‘set text’ for this module and further guided reading will be provided in advance of lecture via the ELE pages. Indicative recommended reading will include:
Smigin, I., & Piacentini, M. (2022). Consumer Behaviour (3rd edition). Oxford University Press Academic UK.
Indicative learning resources - Web based and electronic resources
Additional reading will also be detailed on the module ELE pages.
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module pre-requisites | This module is restricted to MSc Digital Marketing students only |
| Module co-requisites | None |
| NQF level (module) | 7 |
| Available as distance learning? | No |
| Origin date | 25/07/2021 |
| Last revision date | 25/01/2024 |
