|Prerequisites for Module|
None in addition to SCQF10 entry requirements or equivalent.
Aims of Module
The aim of this module is to develop the students’ ability to analyse, critically evaluate and apply the theory of Consumer Psychology to the development of marketing strategies.
Learning Outcomes for Module
On completion of this module, students are expected to be able to:
Indicative Module Content
Behaviour and the marketing environment. Consumer response to marketing situations/strategies. Developing consumer loyalty by adopting psychological processes. Information processing and choice. Marketing analysis – segmentation, targeting, research, positioning in light of knowledge and understanding of consumer psychology. Behaviour and the marketing mix.
Indicative Student Workload
|Mode of Delivery|
This module will be delivered by a combination of formal lectures, surgeries, workshops and multimedia material. The lectures will broadly follow the structure of the essential reading text incorporating current thinking from journal articles and web based articles. Surgery and workshops will be used as formative assessment of student ability and development Additionally, students will be directed to independent research using multimedia materials.
Component 1 is a developmental report
Component 2 takes the form of an exam