Course Details in 2022/23 Session
|Module Title ||LM Consumer Insights|
|School||Birmingham Business School|
|Department || Birmingham Business School|
|Module Code || 07 37287 |
|Module Lead ||Pilar Rojas Gaviria|
|Level || Masters Level |
|Credits || 20 |
|Semester|| Semester 1|
|Restrictions || None |
Practical Classes and workshops-5 hours
Guided independent study-160 hours
Total: 200 hours
|Exclusions || |
|Description || Marketing practice and theory is underpinned by in-depth knowledge of people in their role of consumers. This module unpacks the different strategies marketing professionals use to produce consumer insights. The module draws on interdisciplinary theory, professional expertise, and practice, to help students develop a critical understanding of the different mechanisms and devices that intervene in the processes of generating consumer insights. This knowledge about the processes involved in consumer insights’ elicitation will support students in further understanding how different assumptions about consumers craft multiple market decisions and configurations. At the same time, students will reflect on how different market configurations promote certain consumer behaviours and come along with impactful consequences for society at large. |
|Learning Outcomes || By the end of the module students should be able to: |
- Explain marketing theories and concepts and the perspective of their underlining disciplines, such as sociology, psychology, anthropology and cultural studies, that can be used to formulate consumer insights.
- Use Design Thinking tools to formulate an array of insightful implications for problem formulation and specification regarding consumers.
- Critically evaluate the limits of the theory of choice as an explanation for people’s experiences of consumption and outcomes, giving particular attention to how consumers influence the markets and also how markets affect consumers.
- Critically evaluate the role and impact of consumer insights on markets, individuals, and society from a range of different perspectives (e.g., social, cultural, ethical, commercial).
|Assessment Methods & Exceptions || Assessment:|
Individual coursework (50%) of 2000 words
Group Digital Artefact, such as portfolio of diary entries, presentation or equivalent to 4000 words report (25%).
Individual Reflection (25%) (in the form of a poster or a podcast) (up to 1000 words).
Reassessment of failed component(s).
|Other || |