A Short View
This Consumer Behaviour Analysis of a Global Brand module uses a Project Based Learning (PjBL) approach to help students connect theory with practice. In groups, students select a global brand and analyse consumer behaviour across different regions and cultures. They apply core concepts and use digital tools like Social Blade to interpret real data and evaluate strategic marketing decisions that align with diverse consumer preferences. The module integrates asynchronous learning via case studies from Harvard Business Publishing to enrich insights. The course also emphasizes a futurefocused curriculum, encouraging learners to anticipate emerging trends and adapt their strategies accordingly, including adopting Autoproctor at the quiz. Students will explore the evolving landscape of global consumer behaviour, particularly the impact of technology, generational shifts, and cultural nuances.
By the end of the module, students are expected to present a comprehensive consumer insight report and marketing strategy proposal based on their analysis. This project will develop their analytical thinking, teamwork, adaptability, and strategic decision-making — key competencies for careers in marketing, branding, and consumer research.
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