Module Code: H9CONB
Long Title The Contemporary Consumer
Title The Contemporary Consumer
Module Level: LEVEL 9
EQF Level: 7
EHEA Level: Second Cycle
Credits: 5
Module Coordinator: Louise (F) Maguire
Module Author: Darach Turley
Departments: School of Business
Specifications of the qualifications and experience required of staff  
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Demonstrate a critical appreciation of the breadth of 'consumer behaviour', its rational and non-rational dimensions, and its social ramifications.
LO2 Appreciate the changing nature of customer behaviour and evaluate the implications for marketing management and marketing communications theory and practice
LO3 Identify how the role of traditional factors in consumer behaviour changes with the migration to online marketing platforms, including the influence of EWOM and online communities.
LO4 Demonstrate the ability to identify and engage critically with a body of current research literature on a contemporary issue in either online or offline consumer behaviour
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is required before enrolment on this module. While the prior learning is expressed as named NCI module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Entry requirements  
 

Module Content & Assessment

Indicative Content
Introduction to Consumer Behaviour
What is consumption? Online and offline consumption, brief introduction to what is coming up in module
The self – self concept and the ‘many selves’
extended self, digital self, evolving self, the constructed self, self -esteem – and how all these selves consume and represent themselves both online and offline.
Consumer motivation and involvement
motivation theories, values, culture
Consumer decision making
pre-purchase, the purchase event and post-purchase behaviour including regret and complaining behaviour
Attitudes
attitude formation, changing attitudes, do attitudes predict behaviour?
Family consumption
family decision making – children, teenagers, silver market, the influence of social class
Reference groups and lifestyle
sub-cultures, SM influencers
The dark side of consumer behaviour
addictive consumption, shoplifting, debt, materialism etc.
Assessment Breakdown%
Coursework100.00%

Assessments

Full Time

Coursework
Assessment Type: CA 1 % of total: 50
Assessment Date: n/a Outcome addressed: 1,2,3,4
Non-Marked: No
Assessment Description:
Individual essay submission Students are presented with a list of about 30 CB topics and can select any one to examine in-depth from a CB point of view, using theory, frameworks etc. Examples include Online Gambling, Funerals, Gift Giving.
Assessment Type: CA 2 % of total: 50
Assessment Date: n/a Outcome addressed: 1,2,3,4
Non-Marked: No
Assessment Description:
In pairs/max. group of 3 students are provided with the most up-to-date Euromonitor Consumer Trends report on Moodle. They must select one trend, do a brief literature review on it and then create a new product/service that ties in to the trend.
No End of Module Assessment
No Workplace Assessment
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.
Reassessment Description
Reassessment Detail The student must submit both elements of assessment but a pass grade can be obtained by a combination of the marks i.e. the student does not have to pass both elements to complete the module. If a student fails to achieve a passing grade across both assessments they must undertake a repeat piece of work.

NCIRL reserves the right to alter the nature and timings of assessment

 

Module Workload

Module Target Workload Hours 0 Hours
Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Classroom and demonstrations 30 Per Semester 2.50
Independent Learning Independent learning 95 Per Semester 7.92
Total Weekly Contact Hours 2.50
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 30 Once per semester 2.50
Total Weekly Contact Hours 2.50
 

Module Resources

Recommended Book Resources
  • Michael R. Solomon,Gary Bamossy,Søren Askegaard,Margaret K. Hogg. (2019), Consumer Behaviour, 7th. Pearson/Education.
  • Shetna, Z. and Blythe, J.,. (2019), Consumer Behaviour, 4th Ed. Sage Publishing, London.
Recommended Article/Paper Resources
  • Journal of Consumer Research.
  • Journal of Consumer Behaviour.
  • Journal of Consumer Marketing.
  • Journal of Marketing.
  • Consumption, Markets and Culture.
  • Journal of Consumer Psychology.
This module does not have any other resources
Discussion Note: