MK9627 - Buyer Behaviour and Integrated Marketing Communications

What will I learn on this module?

This module will provide you with a greater understanding and appreciation for how marketers research and target prospective customers. This module offers new insights into unearthing consumer preferences and developing insightful consumer personas. Furthermore, it provides knowledge and guidance on how this information can be used and transformed into implementing a successful marketing campaign.

The module is equally divided into two core sections. First, weeks 1-6 explore the theory and practice of ‘Buyer Behaviour’ (or consumer psychology). From here, weeks 7-12 focus on developing an ‘Integrated Marketing Communications’ (IMC) campaign.

In weeks 1-6 you will be introduced to the theory of buyer behaviour and identify the differences between consumer buyer behaviour and organisational buyer behaviour. Next you will learn about the different types of decisions that face consumers as well as learning and applying a consumer decision making framework. You will finish by learning about the various influences that face consumers when making planned decisions.

In weeks 7-12 you will be introduced to integrated marketing communications. You will apply a marketing communication planning framework to the development of a marketing campaign which will be based upon the insights created through buyer behaviour analysis. This will involve the critical marketing activities of campaign goal setting, positioning and specific campaign decisions such as media channels and campaign messaging.

How will I learn on this module?

The module aims to:

Introduce you to the related concepts of buyer behaviour and marketing communications. The structure of the module will first allow students to appreciate the value of analysing consumer behaviour and then use this information to develop appropriate and informed marketing communications campaigns.

The teaching, learning and assessment strategies employed (largely focusing on a case study approach) encourage you to think critically and apply the knowledge gained into practical business scenarios.

Lectures, seminars, case studies and the use of electronic materials will be used to develop an understanding of the key topics and issues, and to encourage development and marketing communications strategies in different situations characterised by varying types of buying behaviour.

The module will involve both directed and independent learning. Directed learning may include a range of activities including pre-reading, preparation for seminar activity, preparing for presentations etc. Guidance will be given on the nature of work to be undertaken either through the Teaching and Learning plan or through specific instruction related to a particular task.

Independent learning is learning which the student identifies by pursuing areas of interest or by providing deeper or broader knowledge of the subject, through a range of learning activities that might include reading, reflection, research etc.

The module will include reference to current research activity related to the subject, and where appropriate to that specifically carried out by staff. Teaching materials will be made available via the e-learning portal.

Formative assessment is integrated into the seminar programme and also through the submission of written work. You will work in small groups, building a case study onto which the theories and concepts can be applied in the assignment. Opportunities will be given at regular intervals to present work in progress and to receive feedback

How will I be supported academically on this module?

The university is well-placed to support you in your learning and research with excellent library and teaching facilities, as well as access to relevant and up-to date business data bases.

Academic content and delivery will be enhanced through the use of online lecture notes made available through the module BB site. As well as a weekly webinar that draws examples and closer links to industry practice. . The 1-hour weekly webinar allows also you to link with the module tutor and other members of the teaching team to engage in question and answer sessions on the module materials and assessment brief.

Each of you will also be assigned a personal tutor to provide pastoral support and guidance throughout the programme. Further support is provided through, summative and formative feedback, and a module teaching and learning plan detailing the delivery structure and University requirements.

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:
• Analyse and assess the likely buyer behaviour of customers and identify and design integrated marketing communications strategies that create awareness for different products/services. [MLO1]
• To appreciate the roles of different business functions in order to develop a well-researched and organised integrated marketing communications campaign. [MLO2]

Intellectual / Professional skills & abilities:
• Make relevant organisational group-based decisions based on this assessment and associated consultation. [MLO3]

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Develop appropriate business intelligence and critical evaluation skills to support organisational decision making. [MLO4]

How will I be assessed?

Summative Assessment

This 20-credit module is summatively assessed at the end of the semester by an individual assignment, which constitutes 80% of the overall mark. This component will address MLO1 and MLO2.

You will also be summatively assessed in groups during the semester (weeks 3, 5, 6 and 10) and this constitutes 20% of the overall mark. This component will address MLO4.

Peer evaluation forms are collected to evaluate the group performance and ensure equity. This component will address MLO3.





Module abstract

If an organisation truly understands its customers – how they make buying decisions and can be influenced – then it’s ideally placed to
develop marketing campaigns that successfully manipulate consumer behaviour to help it meet organisational objectives.
This module brings together two important and closely related areas of study for marketing students. These include understanding how
buyers behave and make decisions (buyer behaviour) and how to use this knowledge to effectively communicate with selected target markets
(integrated marketing communications). The study of theoretical frameworks underpins the module. You’ll then apply them to a variety of
buyer and business contexts to equip you with the practical skills to engage in professional standard buyer behaviour analyses and campaign
design and planning.

Course info

UCAS Code PN91

Credits 20

Level of Study Undergraduate

Mode of Study 1 year Full Time

Department Arts

Location City Campus, Northumbria University

City Newcastle

Start September 2024 or September 2025

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


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