Demonstrate a critical awareness of the concepts, theories and debates surrounding the synergies of offline and online consumer behaviour and their practical relevance to the development of marketing strategy

Critically evaluate and synthesise differing approaches to the explanation of consumers’ behaviour in relation to products/services, brands, marketing communications and social media

Demonstrate critical awareness of current issues in marketing and consumption in relation to digital business, business ethics and consumer and societal well-being

Analyse the benefits, problems and challenges that consumer society and culture present for business, policy makers and consumers and assess the roles and responsibilities of both marketing practitioners and consumers

Demonstrate a strategic understanding of buyer persona touch points and other contemporary consumer research issues in professional marketing practice