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Presentation/PPT
27/08/2022
Question:
The module aims to introduce students to the principles and concepts of consumer behaviour, and to the issues that arise when considering consumer behaviour in the international / cross-cultural context.
MODULE LEARNING OUTCOMES
By engaging successfully with this module, by the end of the module you will be able to:
Understand the key constructs in consumer behaviour and evaluate the relevance of the consumer decision making process in any marketing exchange.
Reflect on your own role as a consumer and analyse and evaluate the practical significance of consumer behaviour theories.
Critically evaluate and analyse influences on consumption buying behaviour of both individuals and organisations in both the domestic and international arenas.
Use your knowledge to research and analyse international consumers with a view to the development of international marketing strategy.
The Universitys Student Charter presents a timely opportunity to reinforce good business behaviours amongst marketing students which are a pre-requisite for employability.
We expect you to
Make every effort to work collegially with your fellow students and tutors, and make a positive contribution to the creation of a supportive learning community.
Communicate with fellow students and tutors via email and verbally in a professional manner.
Actively participate in your organised activities.
Take responsibility for managing and progressing your learning.
Give time and effort to your studies, including reading and researching your study topics, preparing for classes and assessed work.
Ensure that Mobile phones switched off and away in bags in lectures and seminars.
Be punctual and make every effort to meet your attendance and assessment requirements and let us know if you can’t.
Have a regular dialogue with a personal adviser, or in the case of research students, your supervisor.
Reflect on your learning and the feedback you are given and use this reflection to help in your future development
Keep up to date with information related to your module.
These are the main ways you will be supported in your learning:
Underpinning theory and key concepts relating to the subject matter will be introduced via classroom lectures. There is a 1 hour lecture each week. Lecture slides will be available on the blackboard site and are also included in your module guide.
Students will be expected to undertake directed reading to support and reinforce their levels of knowledge and understanding.
Seminars based around case studies, in-class exercises and videos will be held to encourage analysis and evaluation and to generate wider thinking and discussion. Seminars will also be used to provide guidelines and support students with the assignment. There is a 2-hour seminar each week.
Students working in groups will be expected to actively undertake research into consumer behaviour during the module.
A module blackboard site to support your module has also been created. This will also be used to make important announcements regarding the module and you are encouraged to regularly use the same.
The University’s Teaching and Learning Centre will give access to large amounts of both supporting journals and market information to support both learning and assessment.
What strategy enticed you into the product in question?
How does the company apply the ‘Augmented Product ‘concept?
How did the company communicate to you and influence you?
What channel did you buy the product though? How did this add value?
Decision making process – using the product in the previous question – how did the marketing mix elements help aid your decision making process?
Can you find any differences between any different cultures that are in your group?
A look at past work and discussion.
What did the assessment do well in your opinion?
What could it improve on?
What are your main concerns about the assessment you have to do?
Using a mobile phone brand of your choice:
Find a commercial on YouTube of your mobile phone brand showing off their latest model.
Decide what part of personality they are appealing to and why do you think they are doing this? (does it match with brand, the needs of the consumer etc..)
How well do you think that the advert seems to achieve its goals?
What would you do to improve it, (if anything)?
Read the Dove case study on the following pages and discuss the following questions:
1. Discuss the Dove campaign for real beauty. Why was it successful in the Western world but did not work in Japan?
2. What should Dove have done to make it more successful in the long term?
3. Discuss the degree of self enhancement in your country. Do women wear much make-up? What is the purpose of using make-up?
4. How would you describe yourself? What sort of personal traits would you use in describing yourself? Discuss with others.
5. Do you find differences between descriptions of your classmates?
Celebrity Endorsers
Find 3 of your favourite celebrities on social media – preferably from different cultures if you can.
What products are they promoting/wearing?
How does this make you feel about the products or brands? Is the celebrity a brand fit?
How do styles of image change with different cultures?
Prepare to assess and report back to the class.
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