This module will introduce students to the nature of consumer behaviour at the crossroads of psychology, sociology, information technology and marketing thought. The module will explore how principles from these disciplines are being adopted in all spheres of marketing practice in order to influence consumer choice.
The module will develop your intellectual skills so that you are able to interpret cognitive, attitudinal and self-reported and observed behavioural data. You will also be able to identify meaningful patterns, regularities and associations in behavioural datasets in order to derive useful marketing insight.
Typically the timetable will cover the following themes and subjects (this list is not exhaustive):
Week 1: Consumer psychology; Consumer motivation; Customer Journey; Marketing segmentation and the consumer of psychology of brands
Week 2: Market segmentation, differentiation and the nature of brand loyalty; Communication and persuasion; Marketing Analytics and the six rules of data presentation; Behaviour patterns
Week 3: Brand-user profiles for competing offers; Segmentation and partitioning; Growth of a brand
Example timetable for the Consumer Behaviour module (NB. All timetables are subject to change and will be confirmed in June).
Educational aims of the module include, but not limited to:
- To introduce the interdisciplinary nature of consumer behaviour at the crossroads of psychology, sociology, information technology and marketing thought.
- To explore how principles from these disciplines are being adopted in all spheres of marketing practice in order to influence consumer choice.
- To develop an understanding of the impact of the changing marketing environment on the application of these principles with the advent of e-commerce, globalisation and the rapid adoption of social media.
Learning outcomes of the module include, but not limited to:
- To analyse behavioural and attitudinal data from a variety of qualitative and quantitative data sources using appropriate software.
- To conduct duplication of purchase and market structure analyses.
- To derive and communicate persuasive storylines from data confidently and effectively.
- To understand the components of a successful data presentation.
Consumer Behaviour will be taught by tutors from The School of Management & Business which has been acknowledged by the Research Excellence Framework (REF) 2014 as one of the best departments in the UK. It was also ranked 5th of all UK management departments in the 2008 RAE with one third of our research activity assessed as ‘world leading’.
In terms of the strength of its publications, the School ranks 8th in the UK when institutions are ranked by the % of work that is 3* and 4* in the Research Excellence Framework (REF)
82 per cent of the published research submitted for assessment was deemed to be world leading and internationally excellent. 50 per cent of the School's impact case studies were given the top rating of 4*.
King’s College London Summer School reserves the right to make changes to this module, this may include the assessment pattern and course tutor. The module description is indicative and may be subject to change. Final timetables will be confirmed in June
- Seminars and Tutorials
- Data Workshops
- Private study
Module assessment - more information
- One group report of 1000 words (25%)
- One essay of 1500 words (60%)
- Group presentation of 15 minutes (15%)