Programme And Module Handbook
Course Details in 2022/23 Session

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Module Title LM Consumer Insights
SchoolBirmingham 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
Contact Hours Lecture-20 hours
Seminar-15 hours
Practical Classes and workshops-5 hours
Guided independent study-160 hours
Total: 200 hours
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).
Reading List