Consumers, Brands and Communications
Module code: MN7011
Focusing on marketing and its relation to consumers, this module will introduce you to the field of consumer research, addressing psychological, cultural, sustainable and socio-political approaches to the subject.
From this foundation, you'll then consider how marketers communicate with consumers and influence their behaviour. This module therefore integrates three of the core areas of the marketing curriculum: consumer behaviour, branding and marketing communications. You'll discuss a series of tools which will also enable you to develop your thinking about your dissertation topic and approach.
This module includes an 'Intensive Week' during which you'll have the chance to implement some of the theories and concepts that you have learned up to that point into a live project. For example, some students on the MSc in Marketing worked with local health providers to research young people’s awareness of NHS Urgent care services.
- Consumer culture and the symbolic meaning of things
- Consumer motivation, values and attitudes
- Consumer involvement and decision making
- Cultural approaches to consumption: self and identity construction through consumption, social structures (class based consumption), gender and consumption
- The sociocultural meaning of brands
- Brand equity and brand loyalty, attitude and positioning, brand awareness
- Building brands through marketing communications: traditional and new media, and ICM messages
- Advertising and promotion
- Brands and social media
- 38 hours of lectures
- 6 hours of seminars
- 10 hours of practical classes and workshops
- 246 hours of independent study
- Exam, 2 hours (50%)
- Essay, 3,000 words (50%)