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Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title The Changing Consumer
Module Code MG308
School DCUBS
Module Co-ordinatorSemester 1: Marija Grishin
Semester 2: Marija Grishin
Autumn: Marija Grishin
Module TeachersDarach Turley
Gary Sinclair
John Cusack
Marija Grishin
NFQ level 8 Credit Rating 5
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None
Coursework Only

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

Workload Full-time hours per semester
Type Hours Description
Lecture24Various aspects of consumer behaviour
Assignment Completion16case study work
Directed learning30Preparation and revision
Directed learning24Weekly reading assignment
Independent Study6Background reading for project
Independent Study25Directed 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 Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
Group assignmentBi-weekly submission of short-answer case study questions.30%Every Second Week
EssayLiterature review of chosen course topic70%Week 12
Reassessment Requirement Type
Resit arrangements are explained by the following categories;
1 = A resit is available for all components of the module
2 = No resit is available for 100% continuous assessment module
3 = No resit is available for the continuous assessment component
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

Programme or List of Programmes
BSSAOStudy Abroad (DCU Business School)
EBBA in Global Business
ECSAOStudy Abroad (Engineering & Computing)
MINTBSc Marketing, Innovation & Technology
Date of Last Revision26-OCT-12

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