Influencing consumer behaviour: the power of the brand.

This is a Business and management studies Subject Spotlight with Iraa Wimpenny from University of Sunderland. An interactive, cinematic course taster experience to allow students to gain insights into what it's like to study Business and management studies.

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In this extremely informative and sociological Subject Spotlight, Iraa Wimpenny introduces: Influencing consumer behaviour - the power of the brand. She begins by introducing you to the very foundations of consumer buyer behaviour, looking at the various factors that influence buyer behaviours and the different types of behaviour that businesses study and hone in on when selling a product. Iraa goes on to explain how you can understand the buyer at a business level, and what their process for buying a product might look like, as well as why they are buying the product. Iraa will also discuss theory to support the understanding of the buyer. In episode 3, she presents a case study and focuses on streaming giants: Netflix and Disney+. Iraa identifies marketing strategies and consumer growth across both businesses and how the two are constantly competing with each other, before finishing by introducing you to the consumer loyalty loop, and setting you an activity focussing on Apple, considering how they encourage a loyalty loop within their customers. 

About University of Sunderland

The University of Sunderland is a top 50 UK university (Guardian University Guide 2024) and a global institution which offers life-changing opportunities for over 20,000 students across its four campuses in Sunderland, London and Hong Kong. With over 300 undergraduate and postgraduate degree courses, placement opportunities and the option to study full or part-time, there’s something for everyone at Sunderland. The University of Sunderland has also received five stars for teaching, inclusiveness, employability and facilities in the QS World University Rankings 2023 and is in the top 10 UK universities for social inclusion (The Times Good University Guide 2024).

Meet the academics

Iraa Wimpenny

Iraa is a lecturer in Business and Marketing, teaching across all undergraduate business programmes and postgraduate International Business Management at University of Sunderland. Iraa has over a decade’s experience in running a multi award winning business with clients across the UK and around the world. She brings this experience into her teaching, providing students the opportunity to apply theoretical principles to live business scenarios from her clients on a weekly basis. With a background in media and design, Iraa specialises in brand development and management and continues to work with brands around the world. Iraa is passionate about experiential learning and all modules on the Business & Management degrees at the University have a live business embedded into teaching, ensuring students have real world application of the knowledge they gain throughout their academic journey.

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