Consumption and the Creative Industries

Module code: MN7016

In-depth knowledge of the behaviour of consumers is essential for marketers. In the creative industries, consumers can behave as both customers and audiences when they engage with products and services. Consumption refers to the processes and practices through which groups and individuals acquire, use and dispose of goods, services, ideas and experiences. You need to understand how consumers choose between brands and develop the ability to research consumer markets, drawing partly from their own experience as consumers.

This module will introduce key consumer behaviour concepts through an informed understanding of contemporary theories of consumption, in relation to the creative industries. Branding, marketing communications and digital marketing are the other main topics within the module, enabling you to critically assess and apply various theories in consumer behaviour and branding, whilst gaining skills in teamwork and independent study.