module specification

Customers are an essential component of any business. You already have knowledge about customers because you are one. Each one of us is a customer in some form or another, whether it is the consumption of education or healthcare, the queue in the post office, or buying food in a supermarket.

This module considers different customers and their different needs. It explores the motivations, attitudes and behaviours of different customers, both internal and external to an organisation, and it examines various approaches to dealing with customers. In addition there is a focus on communication skills, particularly influencing and negotiation skills.

The specific aims of the module are:

• To provide a framework for the development of a range of academic, research, and attributes that will contribute to life-long learning and employability.
• To introduce the concept of customer in its widest sense
• Examine various target markets and provide an understanding of consumer behaviour

The module also aims to assist students in the acquisition of the following skills:
Academic reading and writing
Researching and report writing
Application of knowledge
Communicating and presenting orally and in writing
Problem solving and decision making
Self-assessment and reflection
Collaborating and working with others
Commercial awareness

Indicative content is indicated below and will enable achievement of the learning outcomes:

1. Different markets
2. Market Segmentation
3. Consumer buyer behaviour
4. Decision making processes
5. Sales negotiations versus buyer negotiations
6. The basics of Customer Care

This module will be delivered through weekly 3-hour workshops.   The workshop sessions will be designed to enable students to develop as learners.   In addition, students will be encouraged to participate in practical and other activities that will link their learning to their understanding, and experience, of business.  

The workshop activities will be dynamic and varied and will require students to work both individually and in groups.  They will be designed to improve key skills and to enable students to become self-aware as learners as well as focus on their future careers. It is envisaged that the classroom and other experience will foster in students a desire to continue their studies and improve their self-development.

On successful completion of the module, students will be able to:

1. Differentiate customers using theoretical models
2. Understand the motivations, attitudes and behaviours of customers
3. Assess the impact of globalisation on customer behaviour;
4. Conduct negotiations and deal with customers in a variety of situations
5. Understand buyer decision making processes
6. Obtain sales-related information about customers, markets and competitors

The assessment is developed to address the module learning outcomes and provide feedback to students. The assessment has three components:  

The first assessment will be an individual task, which will enable students to appreciate the globalisation of business by networking with students from other countries and comparing the experience of studying in the UK with another location.

The second assessment will be a group presentation to demonstrate students’ knowledge of Customer Care and Consumer Behaviour and will assess the students’ oral communication skills.

The third assessment will be an individual piece of writing reflecting on the experience of activities

Donnelly, R. & Harrison G, (2009) The Marketing Planning Process.  London: Butterworth-Heinemann.
Jobber, D. (2007) Principles and Practice of Marketing. London: McGraw-Hill.
Jobber, D. & Lancaster, G. (2012) Selling and Sales Management. Harlow: Financial Times Prentice Hall.
Palmer, A (2008) Principles of Services Marketing. London: McGraw-Hill.
Schiffman, L. G., Kanuk, L. L., & Hansen, H. (2012) Consumer behaviour: A European outlook. Harlow: Pearson Financial Times/Prentice Hall.
Shapiro A. (2011) Users not Customers. [Kindle Edition].
Solomon, M.R. (2009) Consumer Behaviour: Buying, having and being. Harlow: Financial Times/Prentice Hall.
Wilson, A (2006) Marketing Research An Integrated Approach. Harlow: Financial Times Prentice Hall. [E-book available, 2012 ed]