Marketing and Consumer Behaviour

Marketing and Consumer Behaviour 2017-06-21T17:17:24+00:00

Completing this module alone gives delegates the CAM Award for Marketing and Consumer Behaviour.

This unit aims to provide you with the skills and knowledge necessary in managing marketing communications and brand support activities within organisations. The unit explains the links between communications and marketing and provides knowledge of fundamental theories of consumer behaviour, and their application to marketing communications.

Guided Learning Hours

60 hours.

Assessment Methodology


Learning Outcomes

By the end of this module you will be able to:

  • Explain the role of the marketing plan and communications plan within the context of the organisation’s strategy and culture
  • Understand the marketing planning process and the links between each stage of the process
  • Explain the role of marketing communications and how the tools of the communications mix can be coordinated effectively
  • Develop marketing communication and brand support activities based on an understanding of the salient characteristics of the target audience
  • Explain the importance of developing long term relationships with customers, channel members, agencies and other stakeholders and transfer such knowledge to the development of marketing communication activities
  • Suggest suitable methods to influence the relationships an organisation has with its customers, any marketing channel partners and other stakeholders, using marketing communications

Online Learning System – Two Week Free Trial

Our student online learning system provides learning support for students studying all CIM, CAM Communications and Digital Marketing, UCI Digital courses, Oxcom Digital Marketing and ISM courses. You will be given access to recorded classes, live and recorded webinars, podcasts, course notes, text book references, web site references, examples and analysis of exam questions, self-progress tests, PowerPoint slides and podcasts to act as aide memoirs to each section and video provided by The Oxford Learning Lab.

Oxford College of Marketing Webinars

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ISM Webinars
OXCOM Diploma in Digital Marketing

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