Brief Outline and Aims of the Course
Understanding the nature of consumer behavior is critical for understanding not just the marketing environment, but also the nature of the consumer society that we live in. This module seeks to develop critical understandings of consumer behavior that will hold relevance both inside and outside the domain of marketing practice. This module is best suited to those students who are open to new ideas, who are self-motivated, willing to read extensively and contribute widely to class discussion and who are curious about the nature of contemporary consumption, markets and culture.
By the end of this course you will be able to:
- Assess and evaluate the factors, internally and externally, through which we understand consumer behavior
- Apply relevant consumer behavior theories in understanding the impact of marketing strategies
- Develop critical and reflexive understandings of the nature of consumption, markets and culture
- Appreciate the complexity of consumer behavior
Select one of following two topics for your assignment. The essay is to be 2,000 words in length and must contain a reference list of all sources consulted (not included in word length). Marking will be on the basis of research effort, engagement with appropriate academic literature, content, argument effectiveness and writing style. The options for the individual assignment are as follows:
1.Consumer society has brought endless choice to the marketplace through a vast array of different product and services. Critically evaluate the concept of “consumer choice” and discuss whether you think more choice is bringing more customer satisfaction.
2.Read the Dove Case study posted on moodle for Lecture 9 (New Directions in Consumer Research) and discuss the five questions at the end of the case study:
Q.1 Discuss the strengths and weaknesses associated with a cause-related marketing campaign.
Q.2 Outline and discuss why Dove’s campaign for real beauty was so successful as a marketing strategy?
Q.3 Identify what you believe to be the key weaknesses of Dove’s marketing strategy, if any?
Q.4 Unilever, like many branded consumer goods companies, has been rethinking its branding strategy.Why is this the case?
Q.5 In what ways does Dove’s campaign fit (or not) the company’s overall branding strategy for the Dove brand?