Coventry University program

Buyer Behaviour in the Digital Era

How can we ensure that marketing can follow up with the digital updates and the rapidly evolving buyer behaviour?

This program is part of the MSc Digital Marketing with Data Analytics degree offered by Coventry University

Technology is increasing in everybody’s life, aim to stay ahead of the curve

This module will give you the opportunity to explore how consumer behaviour theories and models evolve and adapt with the fast moving digital landscape. Understanding buyer behaviour could help you to modify your communication strategies, understanding and influencing buyer behaviours and have a better understanding of your target audience through multiple media channels.

This module aims to supply you with an understanding of how buyers make decisions in the digital era.


5 courses

Delivered by expert academics

Coventry University is the University of the Year for Student Experience 2019 in The Times and The Sunday Times Good University Guide 2019.

The University may deliver certain contact hours and assessments via emerging online technologies and methods across all courses. In response to the Covid-19 pandemic, we are prepared for courses due to start in or after the 2020/2021 academic year to be delivered in a variety of forms. The form of delivery will be determined in accordance with Government and Public Health guidance. Whether on campus or online, our key priority is staff and student safety.

Due to the ongoing restrictions relating to Covid-19, some facilities (including some teaching and learning spaces) and some non-academic offerings (particularly in relation to international experiences), may vary from those advertised and may have reduced availability or restrictions on their use.

Please note that the individuals detailed in the ‘Who will you learn with?’ section below, are current staff members and may be subject to change.

  • Coventry University

Who will you learn with?

Learning outcomes

Upon successful completion of this course, you should be able to:

  • Critically analyse changes in the online and offline buyer behaviour globally using evolving consumer behaviour theories.

  • Apply relevant theories and concepts to design comprehensive digital customer journeys and evaluate contemporary brand examples.

  • Investigate the psychological and sociological reasons behind buyer intentions and behaviours.

  • Synthesise customer and marketing insights with data analytics to improve profiling and Customer Relationship Management

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