Newcastle University

Aims

Buyer Behaviour: This component of the module introduces the theory of buyer and consumer behaviour with emphasis on how theoretical frameworks are applied in practice to a variety of situations across the business spectrum including B2C; FMCG; industrial, public and private sector; and B2B.

Marketing Communications: This is an introduction to marketing communications. The theoretical development of marketing communications is introduced and explored. Marketing Communications applications are considered across the business spectrum including B2C; FMCG; public and private sector and B2B. All aspects of a marketing Communication campaign are reviewed. Topic areas include corporate communications; branding; sales promotion; direct marketing ; public relations and personal selling. It links theory and practice using topical examples and draws upon a wide range of sources. Students will be able to apply the theory through the development of a campaign from the proposal stage to the implementation.

Original Summary:

Outline Of Syllabus

Buyer Behaviour:
1. Introduction to Buyer Behaviour
2. Framework for Consumer Analysis and Strategy Formulation
3. The sub-sections of Consumer Behaviour
4. The Cognitive and Affective Systems
5. The Behavioural Perspective: Cognitive Learning Styles
6. Product Knowledge and Involvement
7. Exposure, Attention and Comprehension
8. The Buyer/Consumer Environment: Information search, Shopping, Purchase, Consumption and Disposal

Marketing Communications:
1. Introduction to Marketing Communications
2. Understanding how marketing communications work
The mix and communication models
Marketing Communications stakeholders
Customer Decision Making
3. Managing Marketing Communications
Integrated marketing Communications
Branding
Planning
Campaign Evaluation
4. The Tools of Marketing Communication
Advertising & Strategy
Direct marketing
Publicity and PR
Sponsorship and Corporate Image
Merchandising
Personal Selling
Exhibitions & Packaging
POS & promotions
5. The media

Teaching Rationale And Relationship

Lectures introduce aspects of theory and relate it to practical examples and case studies.

Seminars enable more interaction and discussion amongst students and academic staff and allow for elaboration of theoretical frameworks and how they are applied in practice to allow students to reflect on their learning and skills development.

Private Study reflects time required to conduct secondary/ desk research, and prepare for assignment submissions.

Assessment Rationale And Relationship

Critical review and analysis assesses development of individual student learning styles, critical thinking and the ability to consider the appropriateness of the use of particular aspects of the theory of buyer behaviour to inform research design in empirical peer reviewed journal articles.

Marketing communications plan assesses effectiveness of relating theoretical frameworks introduced in lectures/seminars to practical/ real-life organisations, whilst enabling students to practice concise written communications skills.