FM2AECB75 Consumer Behaviour
FM2AECB75 Consumer Behaviour
- Course description
- Course CodeFM2AECB75
- Level of Study5.2
- Program of StudyDigital Marketing - Performance and E-commerce
- Credits7.5
- Study Plan CoordinatorCeline Dyndal
This course explores the principles of consumer behaviour and digital psychology, focusing on how and why people make decisions in online environments. Students will examine persuasive design, behavioural economics, and cognitive biases to understand how emotions, habits, and motivations influence customer decisions. Topics include the buyer journey, brand loyalty, decision-making processes, and the psychological foundations of persuasive messaging. The course aims to provide students with the ability to analyse user behaviour and apply persuasive techniques ethically to influence actions online.
- has knowledge of concepts and theories in consumer behaviour and persuasion
- has knowledge of models, processes and tools used for analysing persuasive messaging and identifying behavioural triggers
- can assess their own work related to customer analysis and mapping customer journeys
- has insights into their own opportunities for developing a better understanding of how emotions, habits, and motivations influence customer decisions
- can identify behavioural triggers used in design and communication
- can identify opportunities to improve persuasion and reduce friction
- can explain their vocational choices in persuasive messaging and advertising
- can explain their vocational choices in applying behavioural insights in architecture, content, framing and messaging
- can find and refer to rationale or insights related to consumer behaviour and assess its relevance to cognitive bias, persuasion and friction
- can plan and carry out improving marketing messaging alone and as a part of a group, and in accordance with ethical principles
- can exchange points of view related to behavioural triggers with others and discuss potential opportunities to improve persuasion or reduce friction
- can contribute to organisational development of effective marketing strategies
Digital Learning Resources
The learning management system (LMS) is the primary learning platform where students access most of their course materials. The content is presented in various formats, including text, images, models, videos, and podcasts. Each course follows a progression plan, designed to lead students through weekly modules at their own pace. Exercises and assignments (individual or in groups) are embedded throughout the courses to support continuous practice and assessment of the learning outcomes.
Campus Resources
In addition to digital learning resources, campus students participate in physical learning activities led by teachers as part of the overall learning experience.
Guidance
Guidance and feedback from teachers support students' learning journeys, and may be provided synchronously or asynchronously, individually or in groups, via text, video or in-person feedback.
| Form of assessment | Grading scale | Grouping | Duration of assessment |
|---|---|---|---|
Course Assignment | Pass / Fail | Group/Individual | 5 Week(s) |