Strategy and Marketing

Marketing to Price Concious Consumers

Module code: N1649
Level 6
15 credits in autumn semester
Teaching method: Lecture, Seminar
Assessment modes: Coursework

The focus of this module will be on price conscious marketing. Although much marketing is focused on moving up the price curve, or middle to high end brands that focus on the middle to upper middle markets, there remains a substantial group of consumers in developed economies who through circumstances need to be price conscious. These consumers are served by numerous big ‘discount’ brands that must draw on an understanding of the realities of resources stretched segments and use the marketing mix in creative ways to ensure that their brands retain an element of aspiration (i.e., that do not stigmatise their users). This module will explore how to create value in these markets through combining an understanding of the lived experience of poverty, creativity, branding, new product development, and pricing.

Module learning outcomes

• Systematically understand the lived experience of consumer poverty drawing on a range of cultural and psychological concepts.
• Deploy originality in the application of marketing tools to meet the immediate and medium term needs and desires of price conscious consumers.
• Systematically and creativity deal with the complexity of appeals to price conscious consumers