UNDERSTANDING INTERGENERATIONAL COMMUNICATION (2 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to: LO1 – explain Explain the characteristics of a diverse market and the significance of market diversity in business; LO2 – explain Explain the relevancy of market diversity, consumer behaviour and marketing communication strategies; LO3 – construct Construct a report analysing the relevancy of market diversity and marketing communication strategies that target intergenerational consumers.

Topics:

1. Understanding Consumer Behaviour;
2. Consumer Behaviour within an Intergenerational Market;
3. Consumers’ Motivation, Ability, and Opportunity;
4. Sending Effective Messages to Consumers: From Exposure to Comprehension;
5. How Knowledge and Memory Influencing Consumer Behaviour;
6. Persuading Consumers;
7. Consumer Behaviour Journey: From Needs Recognition to Decision Making;
8. Maintaining Consumers’ Satisfaction, Responding Consumers’ Dissatisfaction;
9. Social Influences on Consumer Behaviour;
10. Consumer Diversity 1: Age, Gender, Ethnicity; Consumer Diversity 2: Social Class, Household Structure, Lifestyle and Values;
11. How the Intergenerational Market React towards Innovations;
12. Ethics and Social Responsibility in Today’s Consumer Society.