Digital Consumer - BUSN7970

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Module delivery information

This module is not currently running in 2024 to 2025.


This module examines the key factors that influence the digital consumer, including social networks and virtual communities. It identifies the importance of developing campaign content aimed at specific market segments and how campaigns can be measured.

Topics to be covered are likely to include:
• Introduction to consumer behaviour across cultures
• The digital marketplace and its impact on consumers
• Online consumer behaviour
• e-CRM and managing the customer experience
• Generational differences in digital responsiveness
• Global multichannel retailing
• Analysis of the causes of failure in international retail brand development


Contact hours

Contact hours: 21
Private Study hours: 129

Total hours: 150

Method of assessment

Main assessment methods:
Group podcast, 5 minutes of audio (25%)
Individual written report 3,000 (75%)

Reassessment methods:
100% coursework

Indicative reading

Essential reading
Chaffey, D. and Ellis-Chadwick, F. (2015). Digital Marketing: Strategy, Implementation and Practice. 6th Edition. Harlow: Pearson. ISBN-10: 1292077611.
Chaffey, D. and Smith, P. R. (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, 5th Edition, New York: Routledge. ISBN-10: 1138191701

Background Reading
Close, A. (2012), Online Consumer Behaviour: Theory and Research in Social Media, Advertising and E-tail, New York: Routledge. ISBN-10: 1848729693.
Cochoy, F., Hagberg, J., Hansson, N. and McIntyre, M.P. (2017), Digitalizing Consumption: How devices shape consumer culture, New York: Routledge.

See the library reading list for this module (Medway)

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:

- Demonstrate an in-depth understanding of the impact of the digital marketplace on consumers and consumer behaviour, from both theoretical and practical perspectives.
- Demonstrate a comprehensive understanding of the role of consumer insight in retail marketing practices and building of strategic consumer relationships.
- Demonstrate a critical understanding of the different international culture traits, noting the implication for business.
- Critically evaluate the use of digital marketing communication tools for acquiring, converting and retaining customers in the international retail context.

The intended generic learning outcomes.
On successfully completing the module students will be able to:

- Critically evaluate argument, assumptions and data to make reasoned judgements.
- Apply a variety of problem solving tools and methods both autonomously and collaboratively.
- Effectively communicate the solutions arrived at, and the thinking underlying them, to a variety of audiences in a variety of methods
- Demonstrate an ability to work pro-actively with others to formulate solutions.


  1. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  2. The named convenor is the convenor for the current academic session.
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