Unit Code: J/650/7076: Consumer Behaviour and Market Communications

RQF Level: 7

Unit Aim

This unit aims to develop learners’ understanding of a theoretical and practical understanding of processes and factors that influence the consumer behaviour of individuals and organisations. By learning about how consumers make decisions, what motivates them, and how contexts and practices influence consumption, learners will be able to strategically apply these insights to the creation of customer value and learn how to critique and challenge current marketing practices and consumer communications.

Learners will be able to evaluate how consumer research has been undertaken and develop your intellectual and analytical capabilities vis-à-vis interpreting cultural and societal trends, parallel to psychological consumer processes, to inform marketing decision-making.

Learning Outcomes, and Assessment Criteria

Learning Outcomes When awarded credit for this unit, a learner will:	Assessment Criteria Assessment of this learning outcome will require a learner to demonstrate that they can:
1. Understand the fundamental psychological, sociological, structural and cultural factors that influence buying behaviour.	1.1 Analyse the concept of customer buying behaviour concerning an organisation’s product/services. 1.2 Evaluate the role of consumer behaviour in developing effective marketing programmes. 1.3 Differentiate between different types of decisionmaking processes in B2C, B2B and C2c Contexts.
2. Understand the relevance of particular theories, Factor, models and concepts related to consumer behaviour.	2.1 Evaluate the impact of the application of appropriate theories, concepts and models that influence and impact consumer decision-making process, supported by specific examples and contexts. 2.2 Examine the external and individual factors that influence consumer behaviour using models of customer buying behaviour. 2.3 Evaluate the process of adoption of new products and services.
3. Understanding the marketing research process and customer insight in different contexts including digital contexts.	3.1 Analyse the concepts and processes of developing customer insight in B2C, B2B & C2C contexts. 3.2 Analyse factors that affect consumer behaviour and misbehaviours in digital and social media contexts. 3.3 Evaluate and design a marketing research study for developing customer insight in different contexts. 3.4 Evaluate the principles and benefits of Customer Relationship Management.
4. Understand the process of managing customer experience, customer relationship management and market communication.	4.1 Analyse the relationship between consumer behaviour consumer experience and consumer communication. 4.2 Develop a plan to enhance customer experience and customer relationship management. 4.3 Evaluate factors that determine the choice of a message and media for effective customer communications to manage consumer relationship. 4.4 Analyse the elements of an effective consumer communications strategy including digital media strategies to manage customer relationship. 4.5 Evaluate a range of metrics to measure the success of the communication strategy to manage customer relationship.