Module: The Changing Consumer

Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title	The Changing Consumer
Module Code	MG308A
School	DCUBS
Module Co-ordinator	Semester 1: Marija Grishin Semester 2: Marija Grishin Autumn: Marija Grishin
Module Teachers	Darach Turley Gary Sinclair John Cusack Marija Grishin
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

None
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	Group case studies
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

Age and consumer behaviour

Consumer culture

'Dark' consumer behaviour

Ethical consumption

Gender and consumption

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

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

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: 2010, Consumer Behaviour, 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

Programme or List of Programmes

BS	Bachelor of Business Studies
BSSAO	Study Abroad (DCU Business School)
ECSAO	Study Abroad (Engineering & Computing)
INTB	Bachelor Business Studies International

Archives: