MN-M531 - Introduction to Consumer Behaviour - Swansea University

Assignment Task

Overview

Welcome to the module! This postgraduate module is compulsory for MSc Management (Marketing) and optional for MSc Management students. You will find having some marketing knowledge useful to understand this course (e.g. studied MN-M013 Marketing Management or essential marketing knowledge). If you have any queries, please get in touch with the module coordinator, Dr Anita Zhao.

Introduction

Consumer behaviour is an interesting subject of dynamics. It involves thoughts, feelings and actions when consumers are engaged in consumption processes. An understanding of consumer behaviour in the fast-changing environment is critical to marketing management. This module provides an overview of consumer behaviour and possible approaches for marketing strategies. The module is designed to examine key factors influence consumer behaviour (e.g. the psychological core, culture and social issues, decision making processes, innovation). The module will explore different methods and/or approaches to understand consumers and discuss implications to marketing management

Objectives

This module is designed to offer an introduction to the subject of consumer behaviour. Understanding consumer behaviour will provide insights to developing and implementing marketing strategies. Thus, taking consumers’ perspectives into the development of marketing strategies will be a critical aspect to the success of an organisation.

Presentation

Choose ONE BNPL provider from this list (Klarna, Afterpay, PayPal, Clearpay, or Laybuy). Your presentation should include the following:

1. create a simplified map of a possible consumption journey by adapting the work of Schau and Akaka (2021) and using extended scholarly information search.

2. Identifying the key journey points, discussing the main personal, social and institutional practices that might be present.

3. Briefly evaluate how values are created (or not) for consumers as they engage with BNPL. Your work should be underpinned by concepts or ideas from the consumer behaviour literature.

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