| CODE | CRC2000 | |||||||||
| TITLE | Consumer Behaviour in the Digital Era | |||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | |||||||||
| MQF LEVEL | 5 | |||||||||
| ECTS CREDITS | 4 | |||||||||
| DEPARTMENT | Corporate Communication | |||||||||
| DESCRIPTION | This study-unit explores the significant shifts in consumer behaviour brought about by the digital era, with a particular focus on the impact of artificial intelligence (AI). As technology continues to evolve, understanding how digital tools and AI shape consumer decision-making, preferences, and interactions, has become essential. This study-unit provides students with the knowledge and skills needed to analyse these changes, offering insights into how businesses can effectively engage with modern consumers in a digital context. Through real-world examples, discussions, and case studies, students will gain a comprehensive understanding of how to navigate and leverage consumer dynamics in an increasingly connected world. Study-Unit Aims: The aim of this study-unit is to equip students with a comprehensive understanding of how consumer behaviour has transformed in the digital age, particularly under the influence of AI and other technological advancements. It seeks to provide students with the ability to critically analyse consumer data, understand the factors driving consumer decisions in a digital landscape, and develop strategies that businesses can use to respond effectively to these evolving behaviours. By examining emerging trends and real-world case studies, this course aims to foster the skills needed to interpret consumer insights, anticipate future behaviours, and apply this knowledge to create impactful marketing strategies. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Define key concepts of consumer and organisational buying behaviour within the digital era; - Recognise the psychological, social, and cultural factors influencing consumer decision-making; - List the stages of the consumer decision-making process and their implications for marketing strategies; - Recall major theories of motivation, perception, and attitude formation as they relate to consumer behaviour; - Describe how digital transformation and emerging technologies impact consumer engagement and brand loyalty. 2. Skills: By the end of the study-unit the student will be able to: - Classify different types of consumer and organisational buying behaviour based on theoretical frameworks; - Compare the impact of digital and traditional marketing strategies on consumer decision-making; - Distinguish between internal and external factors influencing purchasing behaviour; - Interpret consumer insights to inform business and marketing strategies; - Investigate the role of social, cultural, and technological influences in shaping consumption habits; - Evaluate the effectiveness of different marketing techniques in influencing consumer choices across various contexts. Main Text/s and any supplementary readings: Main Texts: - Solomon, M. R., & Russell, C. A. (2023). Consumer behavior: Buying, having, and being (14th ed.). Pearson. Supplementary Readings: - Babin, B. J., & Harris, E. G. (2021). CB9. Cengage Learning. |
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| STUDY-UNIT TYPE | Lecture | |||||||||
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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