Topics discussed include consumer choice, application of consumer theory, firms and reduction, costs, competitive firms and markets, and application of the competitive model. Marketing management Marketing management focuses on marketing decisions taken by an organization. It is all about how organizations respond to their marketing environment and how they put together and implement their marketing strategies and plans. You can appreciate what decisions need to be taken by marketing departments and how those decisions might be taken.
Consumer research methods The processes involved in carrying out methodical research with special emphasis on the tools for exploratory data analysis ND techniques for primary data collection are key skills for marketers. You will be able to Selection of Part 3 modules recognizes, describe and apply statistical analysis to solve marketing problems. Choice of 20 credits from the following: Quantitative methods 2 ; Personality and Social Psychology 2 This module builds a further understanding of some of the main mathematical and statistical ideas used by applied economists and business managers.
It enhances your ability to carry out numerical exercises and to consolidate and extend existing quantitative skills. Topics covered include atria manipulation, discounting, contingency tables, regression and analysis of variance, calculus applied to business problems. Group project 1 You are given the role of a consultant whose challenge is to work with a team to investigate a contemporary consumer issue. At the same time you will be able to develop a range of team and project management skills.
The project runs over two years. Personality and Social Psychology 1 This module will familiarize students with theory and research on a selection of core topics in personality and individual differences, including theories f personality and measurement of personality types; individual differences in motivation and emotion regulation; individual differences in prejudice-related processes; theories of intelligence and IQ assessment.
Applied psychology Cognition 1 and 2 Neuroscience 1 and 2 Typical and Atypical Development 1 and 2 Marketing strategy This module builds on those in Parts 1 and 2. It relies on case studies to give more detailed, practical examples of some of the concepts introduced in these earlier modules, and demonstrates how much more interrelated and complex marketing decisions become when they are taken ‘out f the text book and ‘into the real world’.
Consumer policy The importance of basic government and legal frameworks within the I-J and the EX. regarding consumer policy is the focus of this module. You will examine consumer information, ethics, rights, responsibilities, protection and satisfaction with reference to several key industries namely food, retail and the (public and private) services sector. The role of the corporate world, independent organizations and the concepts of globalization will also be addressed.
Advertising and branding The role of advertising and branding and how these semantics influence consumer behavior is discussed. On two levels, from a selling and purchasing perspective, we examine how different media interact with and influence consumer behavior. Further, the role and impact of economics on the marketer, the industry and the consumer will be emphasizes. You will be able to demonstrate a critical understanding of the development of selected advertising and branding forms in their historical, cultural and institutional contexts.
In carrying out the project you acquire skills in team working, project management, and effective immunization (report writing and oral presentation). The project is split into two parts with the first part taking place in Year 2 and this second part in Year 3. Individual project An opportunity is provided for you to undertake an in-depth study into a topic of your choice, drawing on skills from some or all of the key areas of the degree programmer.
This gives you a chance to show how much you have learned in your three years of study. Most importantly you have the chance to show that you understand how consumer behavior and marketing come together. To allow you, with confidence, o take a real world problem, explore it, analyses it and finally produce a report to detail your conclusions and recommendations. Consumer Behavior at Reading A unique degree combining applied psychology and marketing The University of Reading is committed to equal opportunities and diversity.
Whilst the University of Reading makes every effort to ensure that the contents and statements made in this publication are fair and accurate, it can accept no liability for omissions, errors or subsequent changes. The statements made and information provided are a general guide and there may be changes following publication which affect the contents. Programmer or modules may be altered or withdrawn without notice and assessment arrangements may be changed.