UNDERSTANDING INTERGENERATIONAL COMMUNICATION (2 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to:

1. Explain the characteristics of a diverse market and the significance of market diversity in business.
2. Explain the relevancy of market diversity, consumer behaviour and marketing communication strategies.
3. 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.
11. Consumer Diversity 2: Social Class, Household Structure, Lifestyle and Values.
12. How the Intergenerational Market React towards Innovations.
13. Ethics and Social Responsibility in Today’s Consumer Society.