Consumers, Brands and Communications

Module code: MN7011

This module integrates three fundamental components of marketing curriculum: consumer behaviour; branding; and marketing communications.  It provides an in-depth introduction to the field of consumer research, exploring psychological, cultural, sustainable, and socio-political perspectives.  Building on this foundation, the module examines how marketers effectively communicate with consumers and influence their behaviour with a particular focus on brand development and management.

Contextualised in the digital landscape, this module offers the opportunity to critically engage with the theoretical frameworks of consumer research and persuasion.  It also encourages practical application through exercises such as developing and implementing integrated marketing communications projects.

Topics covered

• AI-driven marketing communications
• Brand equity and strategic management
• Brand architecture strategies
• Social media and brand engagement
• The psychology behind consumers attitudes and motivation
• Consumers decision-making process
• Integrated marketing communications
• Social dynamics and consumer behaviour
• Symbols meanings in contemporary consumer culture
• The socio-cultural meanings of brands