The Marketing and Consumer Behaviour module provides a foundation basis to several of the digital marketing and communication qualifications by linking the key elements and theories of marketing, communications and branding.
The Marketing and Consumer Behaviour module consists of 5 key elements:
- Marketing Principles
- Basic Research Principles
- Communication, Advertising and Media – The Relationship With Marketing
- Consumer Behaviour
- Channel Behaviour
Exemptions from the Marketing and Consumer Behaviour Module
If you have previously gained a marketing qualification such as the CIM Professional Certificate in Marketing you may exempt from studying this module. Find out more here.
1. Marketing Principles
This element considers the contribution the marketing department makes as a business unit to the overall organisation including developing customer value and how the marketing planning process and all of its component parts can be used to identify opportunities, set objectives, utilise the marketing mix and brand management.
2. Basic Research Principles
The second element of the module focuses on the research planning process and the appropriate use of different research and data gathering methods including primary and secondary, and qualitative and quantitative.
3. Communication, Advertising and Media – the relationship with marketing
This element of the module provides a solid understanding of the various uses of marketing communications including launching new products, encouraging customer loyalty through the most appropriate tools such as advertising, public relations and digital marketing. In addition, you will be able to develop a marketing communications plan that identifies the most suitable promotional tools for specific marketing strategies and tasks as part of the communications mix based on detailed research, and evaluate its effectiveness. A final aspect is to consider how marketing communications contributes to brand strategy and development.
4. Consumer Behaviour
Customers are central to any organisation and this element will teach the fundamental role that both internal and external customers play including their typical buying behaviour, usage and characteristics and how this knowledge can be used to develop suitable strategies. Furthermore, you will gain an understanding of the different decision making processes and units and the importance of customer relationships.
5. Channel Behaviour
The final element of the Marketing and Consumer Behaviour module focuses on utilising the marketing communications mix for different marketing distribution channels with consideration for the sector, product type and objectives, as well as the methods and tools used for monitoring and evaluating.