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Unit information: Understanding Customers, Consumers and Markets in 2021/22

Unit name Understanding Customers, Consumers and Markets
Unit code EFIMM0058
Credit points 20
Level of study M/7
Teaching block(s) Teaching Block 1 (weeks 1 - 12)
Unit director Dr. Emma Slade
Open unit status Not open




School/department School of Management
Faculty Faculty of Social Sciences and Law

Description including Unit Aims

Understanding customers, consumers and markets is an essential part of the marketing process and function. This core unit equips students with the knowledge and skills to analyse markets and recognise the range of actors within them. It encourages students to distinguish between the concepts of customers and consumers, evaluate a range of approaches to consumption, and explore the different ways in which ‘markets’ can be defined and understood. The unit will draw on a range of disciplines from psychology and economics, through neuroscience and STS (Science and Technology Studies), to sociology and anthropology. Students are encouraged to explore actors’ motivations when entering a market and to analyse the factors that frame the encounter between supply and demand. They analyse the different ways consumers behave across a range of contexts, within and beyond markets. Students are then required to reflect critically on the relationships between markets, marketing and consumption.

Intended Learning Outcomes

On completion of this unit, students will be able to:

ILO 01: Consider and distinguish between a range of approaches to the concepts of customers, consumers and markets.

ILO 2: Analyse a given market environment and appraise the range of factors that might affect the behaviour of actors within it.

ILO 3: Demonstrate an appreciation of how an understanding of customers, consumers and markets contribute to effective marketing practice.

ILO 4: Critically assess the ethical issues associated with marketing practice, its role in the organization of markets, and its influence on the behaviour of consumers and customers.

Teaching Information

The unit will be taught through a combination of synchronous teaching and structured learning, in a regular weekly pattern.

Assessment Information

Single individual assessment of 3000 words incorporating learning portfolio and a piece of reflective writing (100%). Formative assessment of one draft portfolio entry (400 words).


If this unit has a Resource List, you will normally find a link to it in the Blackboard area for the unit. Sometimes there will be a separate link for each weekly topic.

If you are unable to access a list through Blackboard, you can also find it via the Resource Lists homepage. Search for the list by the unit name or code (e.g. EFIMM0058).

How much time the unit requires
Each credit equates to 10 hours of total student input. For example a 20 credit unit will take you 200 hours of study to complete. Your total learning time is made up of contact time, directed learning tasks, independent learning and assessment activity.

See the Faculty workload statement relating to this unit for more information.

The Board of Examiners will consider all cases where students have failed or not completed the assessments required for credit. The Board considers each student's outcomes across all the units which contribute to each year's programme of study. If you have self-certificated your absence from an assessment, you will normally be required to complete it the next time it runs (this is usually in the next assessment period).
The Board of Examiners will take into account any extenuating circumstances and operates within the Regulations and Code of Practice for Taught Programmes.