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This module introduces the student to key topics in consumer research and marketing. The Module is broken down into two elements: Consumer Research and Marketing.
In terms of Consumer Research this modules introduces the student to the concept of the consumer and provides insights into contemporary issues that affect the consumer experience. This element is structured into three main themes: 1. The concept of a consumer 2. The consumer in a retail context 3. The socially responsible consumer
In terms of Marketing, this module provides an introduction into the principles and concepts of marketing and serves as a foundation for more advanced subjects in the field of marketing and sales. This element of the course is structured into the following themes: 1. Consumer Buyer Behaviour (including consumer analysis and purchasing behaviour) 2. Market Research (covering qualitative and quantitative methods of research) 3. Market segmentation (including Targeting and Positioning) 4. Marketing Mix (covering Product management, Pricing decisions, Promotion methods, and Distribution Channels)
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