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: Group Digital Artefact, such as portfolio of diary entries, presentation or equivalent to 2000 words report (30%) Individual piece of reflective writing (70%) of 2000 words
Reassessment: Individual reflective essay on the group artefact of 1000 words (30%) Individual piece of reflective writing (70%) of 2000 words