The Digital Consumer - BUSN9135

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2024 to 2025
Autumn Term 7 15 (7.5) Emmanuel Mogaji checkmark-circle


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; the psychology of Internet behaviour and communication; democracy in the digital age: the rise of digital political marketing.


Contact hours

22 hours lectures and seminars



Method of assessment

100% coursework

Group Podcast - 10 minutes (30%)
Individual Written Report (3000 words) (70%)

Indicative reading

See the library reading list for this module (Canterbury)

See the library reading list for this module (Medway)

Learning outcomes

Demonstrate a systematic 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 marketing practices and building of strategic consumer relationships; Demonstrate an advanced understanding of the underlying theories and concepts explaining consumer behaviour and their application across cultures; Critically evaluate the use of digital marketing communication tools for acquiring, converting and retaining customers.


  1. Credit level 7. Undergraduate or postgraduate masters level module.
  2. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  3. The named convenor is the convenor for the current academic session.
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