Registry

Module Specifications

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

Module Title	Understanding the Digital Consumer
Module Code	MG545
School	DCUBS
Online Module Resources
Module Co-ordinator	Semester 1: Artemisa Jaramillo Semester 2: Artemisa Jaramillo Autumn: Artemisa Jaramillo
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

This module is designed to give participants an understanding of both consumer behaviour in the online space and the research methods used to understand that behaviour.

Learning Outcomes

1. Identify the differences between online and offline consumer behaviour;
2. Critique the applicability of traditional models of consumer behaviour to the digital market;
3. Select the bases on which digital consumer can be most productively segmented;
4. Reflect critically on their own experiences of digital consumers;
5. Demonstrate the ability to conduct consumer research utilising one or more online techniques.

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Lecture	24	No Description
Assignment	30	Research Project
Assignment	20	Reflective Journal
Moodle discussion	5	No Description
Library	10	No Description
Independent learning time	36	No Description
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

Consumers' search behaviour on digital platforms.
How (and why) consumers search on online platforms.

Cybermediaries.
Use of cybermediaries by consumers in decision-making.

Self-images and identities.
Online and off-line self images and identities.

Online Brand Communties.
The nature of these communities and how such communities might be used by marketers.

Blogs.
Blogs as sources of consumer insights.

Segmentation.
Bases of segmentation for digital consumers.

Netnography.
use of Netnography in digital consumer research.

Online panels.
Recruiting, maintaining and utilising online panels.

Online Focus Groups.
Online Focus Groups - uses and limitations.

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Reflective journal	Detail student's involvement with and reflection on their participation in an online consumption-related forum	40%	Every Week
Report (s) (written / oral)	Research a chosen aspect of digital consumption using online research technique(s)	60%	Sem 1 End

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

Joshua Grossnickle, Oliver Raskin: 2001, Handbook of online marketing research, McGraw-Hill, New York, 978-0071361149
David Nicholas, Ian Rowlands: 2008, Digital Consumers: Re-shaping the Information Profession, Facet Publishing, London, 1856046516
Ray Poynter,: 2010, The Handbook of Online and Social Media Research, Wiley, England, 0470710403
Robert V Kozinets,: 2009, Netnography, Sage Publications, 1848606451
Michael R. Solomon: 2003, Conquering Consumerspace: Marketing Strategies for a Branded World, Amacom, 978-0814474280

Other Resources

None

Array

Programme or List of Programmes

CDM

Graduate Cert in Digital Marketing

MSDM

MSc in Management (Digital Marketing)

PBSSA

PG Exchange(Business School)

PBSSAO

PG Study Abroad(Business School)