• University of Exeter Business School
• Module

Consumer Behaviour in the Digital Environment

Module description

This module will examine the development of consumer behaviour in the online environment to reveal how new platforms and new digital business models are transforming our understanding of the traditional buyer/seller relationship. Drawing from the disciplines of psychology, economics and data analysis, this module will provide you with an introduction to this fascinating and dynamic area. Insights from research, both historic and emerging, will be used to critically evaluate consumer behaviour principles and understand the growing role of online communities in marketing. Most importantly, you will consider the role of marketing in helping you to deliver a seamless, omni-channel customer experience that supports both engagement and ongoing loyalty.

Module aims - intentions of the module

Understanding your audience is at the heart of successful marketing and this module aims to equip students with the foundation knowledge and skills required to interpret, evaluate and select strategies designed to generate audience engagement and build ongoing customer loyalty. By taking an inter-disciplinary approach, the module will expose students to a broad range of core principles and ways of working designed to enable future marketers to respond effectively to the dynamic marketing environment and deliver measurable value to their organisations.

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

• 1. Apply concepts and theories associated with online consumer behaviour
• 2. Explain and interpret the role of effective marketing practice in securing customer loyalty

ILO: Discipline-specific skills

On successfully completing the module you will be able to...

• 3. Critically evaluate the impact of the digital environment on consumer behaviour and the marketplace
• 4. Understand how to best engage specific audiences

ILO: Personal and key skills

On successfully completing the module you will be able to...

• 5. Appraise the value of collaboration in achieving objectives
• 6. Recognise the social, ethical and environmental factors that influence organisations.

Syllabus plan

Core themes considered in the module will include:

• The ‘paradox’ of choice
• Attitudes and persuasion
• The self and the digital self
• Online communities & influencers on social media
• Cultural influences and global perspectives
• Understanding audiences and developing persona
• Segmenting Targeting, Positioning & personalisation
• The customer journey, loyalty and marketing funnel approaches

Learning activities and teaching methods (given in hours of study time)

Details of learning activities and teaching methods

Formative assessment

Summative assessment (% of credit)

Details of summative assessment

Details of re-assessment (where required by referral or deferral)

Indicative learning resources - Basic reading

There is no ‘set text’ for this module and further guided reading will be provided in advance of lecture via the ELE pages. Indicative recommended reading will include:

Smigin, I., & Piacentini, M. (2022). Consumer Behaviour (3rd edition). Oxford University Press Academic UK.

Indicative learning resources - Web based and electronic resources

Additional reading will also be detailed on the module ELE pages.

Key words search

Online consumer behaviour, choice and persuasion theory, customer journey, brand loyalty, cognitive, affective, and behavioural aspects of consumer behaviour