This module aims to introduce the student to trend analysis by exploring past and current market behaviour.
Market Trend Analysis
Students will be introduced to the practice of trend analysis and how it is used to gain insights into the marketplace, consumer preference and the macro-economic environment. Analytical models such as PESTEL will be introduced.
Analysing Consumer Needs and Behaviour
Using a cross cultural approach, changing trends in consumer needs, preferences and behaviour will be identified, compared and analysed. Using case studies, guest lectures and the analysis of news topics, students will become familiar with the components of a consumer trends analysis.
Analysing Changing Perceptions of Value
Cultural and social trends will be examined and analysed to profile the ways in which consumer needs change and how the positioning of products and services may change in the consumer's mind. Particular emphasis will be placed on the role of competition in this process.
In this section the student will be introduced to the essential components of an industry analysis. Particular emphasis will be placed on identifying and analysing cost drivers and the role of innovation.
Industry Change and Evolution
Factors that determine how particular industries change and evolve will be explored. The impact of globalisation will be outlined and elaborated.
|Module Content & Assessment