Marketing consists of dynamic activities that focus on the customer to generate a profitable exchange. The goal of marketing is to meet customers’ needs and wants with products that customers can and will buy. Whereas advanced marketing means development of different product/service to different people’s needs/wants that involve encouraging people to buy a product or service.

To enable students to understand the definition and meaning of advanced marketing, consumer behavior and customer relationship. To know the nature, scope and application of consumer behavior and customer relationship. To analyze consumer environment, marketplace, Markets and marketing. in addition to understand the marketing strategy and consumer behavior, different views on customer, managing customer relationships, building customer relationship, capturing value from customers, customer relationship marketing, to understand the reasons why business relationships fail.

Learning Outcomes

Knowledge

Having successfully completed the module, students should be able to:

1)  Identify the different types of consumer behavior;

2) Develop different types of customers relationship to different people’s needs/wants;

3)  Encourage people to buy a product or service.

Skills

After completing the module, successful students should be able to:

1)  To obtain familiarity with a consumer behavior and customer relationship

2)  To describe the characteristics of a particular individual, situation or a group, organizations as consumer;

3)  To manage customer relationship and capturing the value from customer

4)  To understand the goals of customer relationship marketing and the reasons why business relationship fail.

Attitudes

Having successfully completed the module, students should be able to demonstrate attitude of:

1) Defining and meaning of advanced marketing, consumer behavior and customer relationship;

2)  Understanding the Nature, Scope and Application of Consumer Behaviour;

 3) Knowing of the buying process, distinguish between low-involvement buying decisions and high-involvement buying decisions, and factors that affect people’s buying behavior

4)  Analysis of Consumer Environment, Marketplace, and Markets and Marketing

 Learning and Teaching Strategy

Activities and methods used to move the learner towards achievement of the learning outcome. Basic knowledge and understanding are developed in lectures which contain explanations of techniques and strategies.

There will be exercises and assignment to enable the students to reflect on and deepen what they are learning. Some works will be done individually, others in groups Lecture notes are provided at the beginning of the module delivery.

Assessment Strategies

The teaching methods will align with the outcome and with the outcome evaluation. There will be a lot of assessment during the module delivery some of which will be recorded and constitute 60% of the final mark. At the end of the module there will be a final written examination which will count 40%.

Assessment Pattern

Component	Weighting (%)	Learning outcomes covered
Continuous Assessment and Test (CAT)	60%	Refer to Learning outcomes
Final Exams	40%	Refer to Learning outcomes

 

Strategies for feedback and student support during the module

1)  Continuous assessment techniques

2)  Assignments with immediate feedback

3) Lecturer’s availability for consultations for which office hours will be announced in advance and respected.