Module: The Changing Consumer

Module Specifications.

Current Academic Year 2024 - 2025

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Date posted: September 2024

Module Title	The Changing Consumer
Module Code	MG308 (ITS) / MAD1000 (Banner)
Faculty	DCU Business School	School	DCU Business School
Module Co-ordinator	Gary Sinclair
Module Teachers	Michelle Cowley-Cunningham
NFQ level	8	Credit Rating	5
Pre-requisite	Not Available
Co-requisite	Not Available
Compatibles	Not Available
Incompatibles	Not Available

Coursework Only
Array

Description

This module emphasises the centrality and breadth of consumption in contemporary consumers' lives. Students will also be challenged to reflect on their own experience as consumers. Throughout the course, students will be required to examine how facets of consumer behaviour can drive and inform managerial decision-making in the marketplace. The course is delivered primarily through weekly lectures

Learning Outcomes

1. identify and discuss the major ideas and theories that characterise the consumer behaviour field.
2. illustrate the relevance of consumers' personal and social make-up and consumers' behaviour, attitudes, and culture for marketing tactics and strategy.
3. Understand the effect of promotional and marketing activities on consumers' lives and broader society and the ethical questions this raises. Emphasis is placed in particular on understanding relationship between consumer culture and climate change.
4. use academic research and theory and government and non-government published reports and statistics in understanding consumer behaviour.
5. construct a report on some sub-field of consumer behaviour using relevant commercial, public and academic resources

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	24	Various aspects of consumer behaviour
Assignment Completion	16	case study work
Directed learning	30	Preparation and revision
Directed learning	24	Weekly reading assignment
Independent Study	6	Background reading for project
Independent Study	25	Directed to read popular media and ads
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

Consumer perception and brand images

The 'why' in consumer behaviour and researching consumer motives

The consumer's self-concept and body image

Consumers' attitudes: how they develop and how they're changed

The decision process: stages and limitations

Reference groups, families and social class

Ethical consumption

Age and consumer behaviour

Consumer culture

'Dark' consumer behaviour

Gender and consumption

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Type	Description	% of total	Assessment Date
Course Work Breakdown
Group assignment	Bi-weekly submission of short-answer case study questions.	30%	Every Second Week
Essay	Literature review of chosen course topic	70%	Week 12

Reassessment Requirement Type
Resit arrangements are explained by the following categories: Resit category 1: A resit is available for both* components of the module. Resit category 2: No resit is available for a 100% continuous assessment module. Resit category 3: No resit is available for the continuous assessment component where there is a continuous assessment and examination element.
* ‘Both’ is used in the context of the module having a Continuous Assessment/Examination split; where the module is 100% continuous assessment, there will also be a resit of the assessment
This module is category 1

Indicative Reading List

Michael R. Solomon: 2019, Consumer Behaviour: A European Perspective (7th ed), 7th, Pearson Education, 978-0-273-71726-3
Hoyer, Wayne D. and Deborah J. MacInnis: 2008, Consumer Behavior, 5th, Houghton & Mifflin, Boston,

Other Resources

None