H7CB - Consumer Behaviour

Module Code: H7CB
Long Title Consumer Behaviour
Title Consumer Behaviour
Module Level: LEVEL 7
EQF Level: 6
EHEA Level: First Cycle
Credits: 10
Module Coordinator: MICHAEL BANE
Module Author: MICHAEL BANE
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 an appreciation of Consumer Behaviour as an academic discipline.
LO2 Analyse the role of consumer behaviour in marketing strategy formulation for B2C and B2B markets in an international and digital context.
LO3 Collate the conceptual paradigms, frameworks and theories of Customer Behaviour and apply this knowledge to Marketing.
LO4 Appreciate the changing nature of Customer Behaviour and evaluate the implications for marketing management and marketing communications theory and practice.
LO5 Evaluate the importance of Consumer Behaviour in understanding external influences in marketing.
LO6 Understand the complexities of the Consumer from a Self-viewpoint, what it is to be cognisant and perceive and the way we use memory
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).

69726 H7CB Consumer Behaviour
Co-requisite Modules
No Co-requisite modules listed
Entry requirements  

Module Content & Assessment

Indicative Content
· Intro to the topic and factors that influence human behaviour · Marketing of individuals, places, events, themes · Introduction to the Philosophy of Mind (Descartes, Lock, Searle) · The Rise of Artificial Intelligence
· Ideas on Perception and how we view the world · The Role of News and how its consumed · The Rise of Fake News, Conspiracy Theories and Data Breaches
· Red & Blue Ocean marketing concepts · The Consumer Decision Making Process · Ideas on Motivation · Introduction to Consciousness · Intelligence Definitions and Measures
· The Individual · The ways we Learn · the Human Memory System · The importance of Sleep
· Generations · Personality Types · The Real Vs the Virtual Self · Body Language and Dreams
Assessment Breakdown%


Full Time

Assessment Type: CA 1 % of total: 20
Assessment Date: n/a Outcome addressed: 1,3,6
Non-Marked: No
Assessment Description:
Individual essay submission on concepts of marketing including concepts of the self. Typically, c. 3,000-word essay.
Assessment Type: CA 2 % of total: 80
Assessment Date: n/a Outcome addressed: 1,2,3,4,5,6
Non-Marked: No
Assessment Description:
Significant group submission. Groups are 3-4 students. Multi part CA brief covering all parts of the module that students will submit as a single document. Each student will be marked individually on their contribution. Typically involves a presentation, either in class or video recording submitted with the written.
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
The repeat assessment strategy for this module is broken into the above component parts. A learner who fails the assignment will be given a new piece of work to complete. Students who fail to attempt the assignment may be given the original 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 36 Per Semester 3.00
Tutorial Mentoring and small-group tutoring 12 Per Semester 1.00
Independent Learning Time Independent learning 202 Per Semester 16.83
Total Weekly Contact Hours 4.00

Module Resources

Recommended Book Resources
  • Solomon, M., Bamossy, G., Askegaard, S. & Hogg, M.K.,. (2019), Consumer Behaviour; A European Perspective, 7th Edition. Prentice Hall Europe.
Supplementary Book Resources
  • Assael, H.. (2006), Consumer Behaviour; A Strategic Approach,, Houghton Mifflin.
  • Blythe, J.. (2014), Consumer Behaviour, Sage Publications.
  • Brown, S. & Turley, D. (1997), Consumer Research: Postcards from the Edge, Routledge.
  • East, R., Vanhuele, M. & Wright M.,. (2016), Consumer Behaviour: Applications in Marketing, 3rd Ed. Sage Publications.
  • Evans, M.M., Foxall, G. & Jamal, A. (2009), Consumer Behaviour, 2nd Edition. John Wiley & Sons.
  • Linehan, M.. (2014), Consumer Behaviour; Irish Patterns & Perspectives, Gill & Macmillan (Kindle Edition Amazon Digital Services, Inc.).
  • Schiffman L.G.. (2012), Consumer Behaviour: A European Outlook, Trans-Atlantic Publications.
This module does not have any article/paper resources
This module does not have any other resources
Discussion Note: