DG2S42 - Customers and Consumers 15 Jul 2019 - 01 Sep 2027 | Version 2
Associated Module Information
| Module Code: | DG2S42 | ||
|---|---|---|---|
| Module Title: | Customers and Consumers | ||
| Faculty: | Faculty of Business and Creative Industries | ||
| Faculty Group: | Fashion, Marketing and Photography | ||
| Faculty Sub Group: | Marketing | ||
| Module Leader: | Lee Thomas | ||
| Module Team: | Steven Wright, Alexandra Hollyman | ||
| First Intended Intake: | SEP 2017 | Final Year of Intake: | |
| Date Closed: | |||
| Credit Value: | 20 | Credit Level: | 5 |
| Language: | English | ||
| Percentage of Module Taught in Welsh: | 0 | ||
| Equivalent Module: | |||
| HECOS codes: | 100074 - advertising | ||
| HECOS Code Weighting: | 100 | ||
Document Version Information
| Version | 2 |
|---|---|
| Valid From | 15 Jul 2019 |
| Valid To | 01 Sep 2027 |
Module Aims
• Develop your understanding of the importance of target audiences in producing creative advertising campaigns
• Appreciate cultural and social influences, and their impact upon consumer behaviour and choice
• Identify and critically analyse the various factors that influence consumer behaviour
• Apply knowledge and understanding of customers and consumers to a practical creative advertising project
Content Summary
This module returns to a topic introduced in Advertising Fundamentals, and builds on that basic knowledge to give you a more in-depth understanding of audiences.
To develop advertising campaigns that successfully communicate with people it is important that you develop an understanding of different target audiences, and the behaviours and motivators of different consumer groups.
In addition to exploring the attributes and behaviours of such groups, this module will also explore how consumer groups and behaviours continually change and adapt to differing contexts.
This increased understanding of customers and consumers will then be applied to practical advertising projects.
This module will examine the importance of customer and consumer identity within the contemporary market place, and subsequently within current advertising practice. It will examine the emergence of different socio/demographic groups, changing consumer trends, and the role of identity within consumer behaviour.
Learning and Teaching Methods
| Activity Type | Hours |
|---|---|
| Lecture | 8 |
| Project supervision | 20 |
| Supervised time in studio/workshop | 20 |
| Independent Study | 100 |
| Directed Study | 52 |
| Total Hours Selected | 200 |
Learning Outcomes
| # | Learning Outcome |
|---|---|
| LO1 | Analyse key attributes of different audience groups using various socioeconomic models |
| LO2 | Understand cultural and social influences, and their impact upon consumer behaviour and choice |
Module Requisites
N/A
Assessment Criteria
| Assessment Category | Assessment Type | Description | Duration | Word Count | Weight (%) | Best of? | Pass Mark |
|---|---|---|---|---|---|---|---|
| Asynchronous Assessment | Portfolio 1 | Produce a portfolio of draft campaign ideas to specifically target a given audience according to the brief set. Research and development of these ideas alongside analysis of your process should also be submitted. | 0 | N/A | 100 | No | 40 |
Assessment Matrix
| Assessment Type | Learning Outcomes | ||
|---|---|---|---|
| LO1 | LO2 | ||
| Portfolio 1 | ✔ | ✔ | |