Consumer behaviour
Explore the fundamental terminology and use a structured example to identify the key choices involved in consumer behaviour.
This subject area brings together essential concepts, decision tools, and workplace applications. The outline below is an illustrative curriculum framework; enquire for confirmed availability, teaching hours, fees, and the precise type of completion document.
01 / 06
Market understanding
This learning component explores the practical connection between consumer behaviour, segmentation, and competitive research. Participants would examine how the concepts interact in realistic organizational situations, where decisions must account for limited resources, competing priorities, and measurable outcomes.
Segmentation
Compare alternative approaches, document assumptions, and consider how segmentation affects different stakeholders.
Competitive research
Translate the topic into an applied task: develop a concise analysis, explain your recommendation, and identify how success could be evaluated.
In practice: Illustrative workshop: a team receives a business scenario involving consumer behaviour, then prepares a recommendation that considers segmentation and presents an action plan addressing competitive research. The exercise can be assessed through the quality of evidence, feasibility of the recommendation, and clarity of communication.
02 / 06
Brand and positioning
This learning component explores the practical connection between value proposition, brand identity, and customer experience. Participants would examine how the concepts interact in realistic organizational situations, where decisions must account for limited resources, competing priorities, and measurable outcomes.
Value proposition
Explore the fundamental terminology and use a structured example to identify the key choices involved in value proposition.
Brand identity
Compare alternative approaches, document assumptions, and consider how brand identity affects different stakeholders.
Customer experience
Translate the topic into an applied task: develop a concise analysis, explain your recommendation, and identify how success could be evaluated.
In practice: Illustrative workshop: a team receives a business scenario involving value proposition, then prepares a recommendation that considers brand identity and presents an action plan addressing customer experience. The exercise can be assessed through the quality of evidence, feasibility of the recommendation, and clarity of communication.
03 / 06
Digital channels
This learning component explores the practical connection between search marketing, social media, and email strategy. Participants would examine how the concepts interact in realistic organizational situations, where decisions must account for limited resources, competing priorities, and measurable outcomes.
Search marketing
Explore the fundamental terminology and use a structured example to identify the key choices involved in search marketing.
Social media
Compare alternative approaches, document assumptions, and consider how social media affects different stakeholders.
Email strategy
Translate the topic into an applied task: develop a concise analysis, explain your recommendation, and identify how success could be evaluated.
In practice: Illustrative workshop: a team receives a business scenario involving search marketing, then prepares a recommendation that considers social media and presents an action plan addressing email strategy. The exercise can be assessed through the quality of evidence, feasibility of the recommendation, and clarity of communication.
04 / 06
Marketing analytics
This learning component explores the practical connection between conversion funnels, campaign attribution, and customer lifetime value. Participants would examine how the concepts interact in realistic organizational situations, where decisions must account for limited resources, competing priorities, and measurable outcomes.
Conversion funnels
Explore the fundamental terminology and use a structured example to identify the key choices involved in conversion funnels.
Campaign attribution
Compare alternative approaches, document assumptions, and consider how campaign attribution affects different stakeholders.
Customer lifetime value
Translate the topic into an applied task: develop a concise analysis, explain your recommendation, and identify how success could be evaluated.
In practice: Illustrative workshop: a team receives a business scenario involving conversion funnels, then prepares a recommendation that considers campaign attribution and presents an action plan addressing customer lifetime value. The exercise can be assessed through the quality of evidence, feasibility of the recommendation, and clarity of communication.
05 / 06
E-commerce operations
This learning component explores the practical connection between online storefronts, payment journeys, and retention. Participants would examine how the concepts interact in realistic organizational situations, where decisions must account for limited resources, competing priorities, and measurable outcomes.
Online storefronts
Explore the fundamental terminology and use a structured example to identify the key choices involved in online storefronts.
Payment journeys
Compare alternative approaches, document assumptions, and consider how payment journeys affects different stakeholders.
Retention
Translate the topic into an applied task: develop a concise analysis, explain your recommendation, and identify how success could be evaluated.
In practice: Illustrative workshop: a team receives a business scenario involving online storefronts, then prepares a recommendation that considers payment journeys and presents an action plan addressing retention. The exercise can be assessed through the quality of evidence, feasibility of the recommendation, and clarity of communication.
06 / 06
Campaign project
This learning component explores the practical connection between audience brief, channel plan, and measurement dashboard. Participants would examine how the concepts interact in realistic organizational situations, where decisions must account for limited resources, competing priorities, and measurable outcomes.
Audience brief
Explore the fundamental terminology and use a structured example to identify the key choices involved in audience brief.
Channel plan
Compare alternative approaches, document assumptions, and consider how channel plan affects different stakeholders.
Measurement dashboard
Translate the topic into an applied task: develop a concise analysis, explain your recommendation, and identify how success could be evaluated.
In practice: Illustrative workshop: a team receives a business scenario involving audience brief, then prepares a recommendation that considers channel plan and presents an action plan addressing measurement dashboard. The exercise can be assessed through the quality of evidence, feasibility of the recommendation, and clarity of communication.
Learning outcomes and assessment approach
By working through the six areas above, learners should be able to explain relevant concepts, analyze realistic cases, compare management alternatives, and communicate evidence-based recommendations. A suitable assessment mix could include case analyses, reflective reports, presentations, and a final applied project. Exact assessment weights, teaching hours, prerequisites, and any award remain subject to confirmation.
Suggested final project: select a workplace challenge connected to marketing & digital business; define its context and stakeholders; evaluate evidence and feasible options; propose a practical response; and describe indicators for reviewing the results.
Who this area may suit
This subject may interest emerging managers, established professionals, entrepreneurs, and career changers. The appropriate level depends on the depth of the confirmed syllabus, previous learning, and the participant’s objectives. Contact the team for the current programme specification and completion requirements.