Registry

Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title	Consumer Behaviour
Module Code	MG308
School	DCUBS
Online Module Resources
Module Co-ordinator	Semester 1: Jason Healy Semester 2: Jason Healy Autumn: Jason Healy
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

This module emphasises the centrality and breadth of consumption in contemporary consumers' lives. Students will also be challenged to reflect on their own experience as consumers. Throughout the course, students will be required to examine how facets of consumer behaviour can drive and inform managerial decision-making in the marketplace. The course is delivered primarily through weekly lectures

Learning Outcomes

1. Identify and discuss the major ideas and theories that characterise the consumer behaviour field.
2. Illustrate the relevance of consumers' personal and social make-up and consumers' behaviour, attitudes, and culture for marketing tactics and strategy.
3. Discuss the effect of promotional and marketing activities on consumers' lives.
4. Use academic research and theory and government and non-government published reports and statistics in understanding consumer behaviour.
5. Construct a report on some sub-field of consumer behaviour using relevant commercial, public and academic resources

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Lecture	24	Various aspects of consumer behaviour
Group work	16	Group written project
Examination	30	Preparation and revision
Directed learning	24	Weekly reading assignment
Library	6	Background reading for project
Independent learning	25	Directed to read popular media and ads
Total Workload: 125

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Consumer perception and brand images.
The 'why' in consumer behaviour and researching consumer motives.

The consumer's self-concept and body image.
Consumers' attitudes: how they develop and how they're changed.

The decision process: stages and limitations.
Purchase and post-purchase stages.

Consumer memory.
Reference groups, families and social class.

Consumer innovation and diffusion of innovations.
Income and consumer behaviour.

Age and consumer behaviour.
Consumer culture.

'Dark' consumer behaviour.

Assessment Breakdown
Continuous Assessment	20%	Examination Weight	80%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Assignment	A written project on some aspect of consumer behaviour using public, commercial and adacemic resources	20%	Week 6

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
This module is category 1

Indicative Reading List

Michael R. Solomon et al.: 2010, Consumer Behaviour: A European Perspective, 4th, Pearson Education, Harlow, UK, 978-0-273-71726-3
Hoyer, Wayne D. and Deborah J. MacInnis: 2008, Consumer Behavior, 5th, Houghton & Mifflin, Boston,

Other Resources

None

Array

Programme or List of Programmes

BA in Accounting & Finance

Bachelor of Business Studies

BSI

Business Studies ( with INTRA )

BSSA

Study Abroad (DCU Business School)

BSSAO

Study Abroad (DCU Business School)