Registry

Module Specifications

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

Module Title	The Changing Consumer
Module Code	MG508
School	DCUBS
Online Module Resources
Module Co-ordinator	Semester 1: Fiona Murphy Semester 2: Fiona Murphy Autumn: Fiona Murphy
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

This course seeks to build on completion of a consumer bahaviour course at undergraduate level. It aims to introduce students to a range of emergent and topical areas within the subject through a close and critical reading of research articles in top-tier consumer behaviour journals. The principal mode of delivery is a weekly seminar which include presentations and inputs from the course leader.

Learning Outcomes

1. Identify the core constructs and arguments in a range of top tier journal articles in consumer behaviour
2. Assess the applicability of the findings in each article for marketing practice
3. Critique the research methodologies employed in these articles
4. Present and defend these constructs and arguments as a group member to other class members
5. Identify and utilise a selection of research articles as a theoretical priming for a piece of primary consumer research

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Seminars	24	In class presentations and lectures
Group work	18	Group preparation for in-class presentation
Group work	16	Preparation of priming paper for focus group
Independent learning time	45	Preparation of reading material for each weekly seminar
Independent learning time	22	Preparation for end-of-semester examination
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

A critique of the consumer as decision-maker.
Virtual Consumer Behaviour.

Neo-tribes and brand communities.
The Postmodern Consumer.

Ethnography and contemporary consumer sub-cultures.
Consumer Behaviour as Gift-giving.

On-line consumer behaviour and social networks.
The Self-concept in Consumer Behaviour.

Culture and contemporary consumer rituals.

Assessment Breakdown
Continuous Assessment	50%	Examination Weight	50%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Presentation	Group presentation on set of week's articles	40%	n/a
Group assignment	Identify body of literature to inform focus group theme-sheet	10%	n/a

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

Other Resources

None

Array

Programme or List of Programmes

MMK

MSc in Marketing

Timetable this semester: Timetable for MG508

Date of Last Revision

01-FEB-12

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