MK9617 - Buyer Behaviour and Integrated Marketing Communications

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.

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.

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.

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: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

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 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)

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.

No pre-requisite required

No co-requisite required

N/A