Consumers, Brands and Digital Communications Strategy

Module code: MN7011

This module brings together three core elements of the marketing discipline: consumer behaviour, branding, and marketing communications. It offers a comprehensive introduction to consumer research, examining psychological, cultural, sustainable, and socio-political perspectives. Drawing on these insights, the module explores how marketers communicate effectively with consumers and influence their behaviour, with a particular emphasis on brand development and management. Framed within the digital landscape, you will critically engage with theoretical frameworks related to consumer behaviour and persuasion, while also applying your knowledge through practical exercises such as designing and implementing integrated marketing communications projects.

Unit 1: Consumer behaviour

This unit explores foundational and contemporary approaches to understanding consumer behaviour, drawing from psychological, sociological, and cultural theories. Topics include perception, attitudes, motivation, involvement, and decision-making processes. The unit also investigates the impact of interpersonal dynamics, cultural influences, lifestyles, and values on consumer choices. This unit offers a critical and scholarly lens for you to analyse consumer behaviour across the entire consumption cycle.

Unit 2: Strategic Brand Management

Building on insights into target audiences, this unit examines branding as a communicative and symbolic tool in the marketplace. You will study key concepts such as Brand Equity, Brand Resonance, Customer Journey, Brand Architecture, and Brand Value. Practical frameworks for evaluating brand performance are also introduced. The unit equips you with the tools to develop effective strategies for brand positioning, extension, and long-term growth.

Unit 3: Digital Communications Strategy

This unit focuses on the design and execution of communication strategies. You will learn to develop integrated campaigns that align with consumer behaviours, platform capabilities, strategic objectives, and broader economic and social considerations. The unit highlights the distinctions across media and their implications for communication planning in a digital environment. It also examines the emerging role of AI, exploring both the opportunities and challenges it presents for a sustainable marketing communications practice.