MKTG45600: Understanding the Customer Experience

Learning outcomes

Learning outcomes describe what you should know and be able to do by the end of the module

Knowledge and understanding.

After studying this module you should be able to:

a) Demonstrate a critical understanding of the influences on customer buying behaviour.

b)  Provide a reasoned critique of customer behaviour theories and models, in particular those relating to individual decision-making.

c)    Identify and appraise contemporary customer behaviour themes, especially issues relating to ethical and sustainable consumption and its implications for marketing activities.

d)      Evaluate how insight from consumer behaviour theories can influence and improve marketing management.

Skills, qualities and attributes.

After studying this module you should be able to:

e)      Identify the implications of customer behaviour for future marketing activities and recommend appropriate marketing strategies and tactics for organisations.

f)       Devise appropriate customer segmentation strategies.

g)      Creatively present and communicate ideas verbally and in graphic form.

h)      Critically reflect on your own identity and behaviour as a consumer.