| Module Code: |
H7CB |
|
Long Title
|
Consumer Behaviour
|
|
Title
|
Consumer Behaviour
|
| Module Level: |
LEVEL 7 |
| EQF Level: |
6 |
| EHEA Level: |
First Cycle |
| 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 |
| 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).
|
| 69726 |
H7CB |
Consumer Behaviour |
Co-requisite Modules
|
| No Co-requisite modules listed |
Module Content & Assessment
| Indicative Content |
|
TOPIC 1
· 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
|
|
TOPIC 2
· 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
|
|
TOPIC 3
· Red & Blue Ocean marketing concepts
· The Consumer Decision Making Process
· Ideas on Motivation
· Introduction to Consciousness
· Intelligence Definitions and Measures
|
|
TOPIC 4
· The Individual
· The ways we Learn
· the Human Memory System
· The importance of Sleep
|
|
TOPIC 5
· Generations
· Personality Types
· The Real Vs the Virtual Self
· Body Language and Dreams
|
| Assessment Breakdown | % |
|---|
| Coursework | 100.00% |
AssessmentsFull Time
| Coursework |
| 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 |
| 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.
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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 |
|---|
|
