Module Details

Module Code: MRKT6019
Title: The Changing Consumer
Long Title: The Changing Consumer
NFQ Level: Fundamental
Valid From: Semester 1 - 2016/17 ( September 2016 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 6 programme(s)
Module Description: This module emphasises the centrality and breadth of consumption in consumers' lives. The module aims to impart to the student the facets of consumer behaviour and how consumer behaviour can and does change and the resulting impact of this on decision making in the marketplace.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Discuss the main theories that characterise the consumer behaviour discipline.
LO2 Evaluate the influence of individual factors on consumption and buying behaviour.
LO3 Explain the relevance of consumer attitudes, reference groups and culture for marketing tactics and strategy.
LO4 Explore the changing consumer and the changing nature of consumer behaviour in a digital context.
LO5 Discuss the effect of marketing activities on consumers' lives.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Introduction to Consumer Behaviour
Consumer behaviour/buying process. An examination of the "why" in consumer behaviour.
The Social context of Consumer Behaviour.
The role of attitudes, culture and groups in consumer behaviour. Online consumer behaviour and the changes therein. "Dark" consumer behaviour.
Individual Psychological Factors and Consumer Behaviour.
The role of motives, perception, learning and personality in the behaviour of consumers.
The Changing Consumer.
The changing nature of consumers and their behaviour. Consumer behaviour and the modern marketplace. The role of marketing in the context of changing behaviour. Consumer Behaviour in a digital environment.
Module Content & Assessment
Assessment Breakdown%
Coursework30.00%
End of Module Formal Examination70.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 30
Timing Week 7 Learning Outcomes 4,5
Assessment Description
Students will be required to engage in a project where their understanding of consumer behaviour will be assessed.
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 70
Timing End-of-Semester Learning Outcomes 1,2,3,4,5
Assessment Description
End of semester final exam
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class Based Instruction Every Week 3.00 3
Independent & Directed Learning (Non-contact) Non Contact Independent reading and learning Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Independent & Directed Learning (Non-contact) Non Contact Independent reading and learning Every Week 5.50 5.5
Lecture Contact Class based instruction Every Week 1.50 1.5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 1.50
 
Module Resources
Recommended Book Resources
  • Leon Schiffman and Wisenblit Joseph. (2014), Consumer Behaviour, Pearson, [ISBN: 9780132544368].
  • Miceal R. Solomon. (2010), Consumer Behaviour, Prentice Hall Ptr, p.700, [ISBN: 9780273717263].
  • Margaret Linehan. (2008), Consumer Behaviour, Gill & MacMillan, [ISBN: 9780717144563].
Supplementary Book Resources
  • Leon G. Schiffman and Leslie Lazar Kanuk. (2007), Consumer behavior, Pearson Prentice Hall, Upper Saddle River, N.J., [ISBN: 0131869604].
This module does not have any article/paper resources
Other Resources
  • Journal, Journal of Consumer Research.
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BBUSS_7 Bachelor of Business 4 Group Elective 2
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 3 Mandatory
CR_BAGRI_7 Bachelor of Science in Agriculture 3 Elective
CR_BHORT_7 Bachelor of Science in Horticulture 3 Elective
CR_BBUSS_6 Higher Certificate in Business 4 Elective
CR_BAGRI_6 Higher Certificate in Science in Agriculture 3 Elective