MK4000 - Analysing Buyer Behaviour and Brand Dynamics

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What will I learn on this module?

The module ‘Analysing Buyer Behaviour and Brand Dynamics’ aims to provide you with the knowledge of two core areas of marketing theory, namely, buyer behaviour and branding. The module is delivered over 12 weeks and includes two lectures per week along with a weekly seminar class. For the first six weeks you will learn how to analyse contemporary branding issues using appropriate models and techniques. From here, you will spend weeks 7-12 exploring buyer behaviour theory and understanding what, why and how consumers make decisions.

During weeks 1-6 you will cover:

• An awareness of global branding and market segmentation
• What is meant by brand equity
• Understanding concepts such as brand tribes and brand communities
• How Web 2.0 can be used in promoting brand awareness

During weeks 7-12 you will cover:

• An introduction to buyer behaviour theory with an emphasis on consumer buyer behaviour
• The significance of consumer buyer behaviour
• The role of the consumer decision making process
• The core individual and environmental influences facing consumers as they journey through the consumer behaviour process

The module will provide you with a thorough understanding of branding and how it relates and influences consumers’ decision making behaviour. You will gain first-hand experience of conducting a brand-audit as well as examining the core influences facing prospective customers.

How will I learn on this module?

You will learn through a blend of lectures and seminars. The two weekly lectures will provide you with a theoretical foundation for both branding and consumer buyer behaviour theories. The lectures are supported through weekly seminar classes that allow you to build and apply the knowledge learnt in lectures.

Additional information is provided through the e-learning portal. Here you have access to read and watch further material on both branding and consumer buyer behaviour theories. You can see how both concepts have been applied in industry and the impact on consumers. As you journey through the module there are also plenty of opportunities to test your understanding and receive feedback.
As you approach the summative assessment exercises, time is allocated in seminars to help support you and prepare you to complete the assessment brief. This includes attempting to complete past examination paper and support on report writing.

How will I be supported academically on this module?

Support will be provided by academic members of staff who are teaching on the module. You will be provided with support in both lectures and seminars where you will have the opportunity to ask questions on each of the topic areas.

The module is also supported through the e-learning portal that includes the lecture and seminar content as well as additional reading material. The e-learning portal also offers guidance on accessing electronic reading material and links to journal articles that cross reference to various areas of the module. As mentioned above, formative feedback will be offered in seminars. Here you will be able to evaluate your understanding of core areas of the module in a safe environment.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
• Understand the use of contemporary branding models and critically apply them to an existing business in order to conduct a brand audit (MLO1)

• Critically assess individual and organisational buying behaviour models with an emphasis on the consumer decision making process and consider the influences that impact current and future customer decision making behaviour (MLO2)

How will I be assessed?

The module is assessed by a group report and a final open book / file examination, each worth 50% of the final mark.

Part A (weeks 1-6) - you work in groups of 3-5 to evaluate a brand and produce a written report (3000 words). This includes an individual reflective commentary worth 20%. This will assess MLO1.

You are encouraged to share your ideas in class. Feedback will be presented through your weekly seminars.

Part B (weeks 7-12) - you work individually towards an open book / file examination answering three questions on consumer behaviour theory. This will assess MLO2.

You will have further opportunity to revisit theory and practice example questions before undertaking the open book / file examination at the end of the module.

The e-learning portal also contains advice on the preparing for your examination and how to assemble and format your notes.





Module abstract

Today understanding how to attract and retain customers is at the heart of any business. This very notion is attributed to the concept of ‘Marketing’. This Marketing module ‘Analysing Buyer Behaviour and Brand Dynamics’ will help you understand the fundamentals of branding and buyer behaviour theories and how they can be used in practice to grow and enhance businesses. Through a blend of group and individual work this module will enable you to understand better the role of branding and how it impacts consumer decision making behaviour. First you will work in groups to produce a brand audit for an existing business, before learning about the core stages and influences facing the consumer decision making journey. The models and techniques that you learn through this module are directly transferable to your working life in graduate employment.

Course info

Credits 20

Level of Study Postgraduate

Mode of Study 1 year full-time
3 other options available

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2020

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