Next-Generation Consumer Trends and Insights

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Modules

Courses / Modules / ARTD6903 Next-Generation Consumer Trends and Insights

When you'll study it

Term 1

CATS points

ECTS points

7.5

Level

Level 7

Module lead

Juliet Tomlinson

Academic year

2026-27

Module overview

Understanding what motivates, influences, and drives consumer decisions is essential for developing effective marketing strategies. In this module, you will explore how emerging technologies and a rapidly evolving digital landscape are reshaping consumer behaviour. You will examine key concepts, models, and frameworks in buyer behaviour to evaluate how these insights inform marketing and branding decisions. The module focuses on identifying and anticipating next-generation consumer trends, enabling you to craft innovative, consumer-centric strategies that drive growth and enhance brand equity. By analysing behavioural shifts and digital influences, you will gain the tools to respond proactively to changing consumer needs and expectations. This forward-looking approach will help you develop marketing strategies that are not only relevant and engaging but also strategically aligned with future market demands.

Aims and Objectives

Learning Outcomes

Disciplinary Specific Learning Outcomes

Having successfully completed this module you will be able to:

Identify and apply appropriate consumer behaviour theories and concepts to solve marketing problems within a global context.

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

The impact that cultural values and ethical and generational behaviours have on marketing activities.
Key theories, models and concepts underpinning consumer behaviour.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

Identify and evaluate key consumer issues and trends and their impact on consumer behaviour and strategy development.
Identify and apply tools and techniques for anticipating emerging consumer trends to inform marketing decisions.

Learning and Teaching

Teaching and learning methods

Indicative teaching and learning methods include webinars, facilitated discussions and debates, guest speaker presentations and self-directed study, authentic and experiential learning collaborative opportunities, live or business-relevant ‘real world’ projects, practical activities, reflective practice activities, and case study analysis. These methods are designed to integrate theory and practice, to foster a spirit of enquiry, promote collaborative learning and meet a range of learner needs and styles. Key transferable skills are encouraged via the learning and teaching activities throughout the programme. Teaching methods include: - live webinars - videos and podcasts - case study analysis - authentic and experiential learning collaborative opportunities - reflective practice activities - guest lectures - interactive forums Learning methods, including independent learning during non-contact time, include: - reflection on written feedback - evaluation of feedback: this may take the form of reflective formative tasks - group and collaborative projects and tasks - independent research and investigation - online reference material research - peer group learning and peer assessment tasks - problem-solving activities - class discussion and debate

Study time
Type	Hours
Guided independent study	34
Independent Study	90
Online Course	26
Total study time	150

Assessment

Summative

This is how we’ll formally assess what you have learned in this module.

Breakdown
Method	Percentage contribution
Portfolio	100%

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