DCU Home | Our Courses | Loop | Registry | Library | Search DCU
<< Back to Module List

Module Specifications.

Current Academic Year 2024 - 2025

All Module information is indicative, and this portal is an interim interface pending the full upgrade of Coursebuilder and subsequent integration to the new DCU Student Information System (DCU Key).

As such, this is a point in time view of data which will be refreshed periodically. Some fields/data may not yet be available pending the completion of the full Coursebuilder upgrade and integration project. We will post status updates as they become available. Thank you for your patience and understanding.

Date posted: September 2024

No Banner module data is available

Module Title
Module Code (ITS)
Faculty School
Module Co-ordinatorSemester 1: Marija Grishin
Semester 2: Marija Grishin
Autumn: Marija Grishin
Module TeachersJohn Connolly
Fiona Murphy
Marija Grishin
NFQ level 9 Credit Rating
Pre-requisite Not Available
Co-requisite Not Available
Compatibles Not Available
Incompatibles Not Available
None
Description

This module aims to introduce students to a range of emergent and topical areas within the subject through a close and critical reading of research articles in top-tier consumer behaviour journals as well as hands on case studies. The principal mode of delivery is a weekly seminar which includes presentations and inputs from the course leader.

Learning Outcomes

1. Identify core constructs and arguments in consumer behaviour
2. Assess the applicability of the findings in each article for marketing practice
3. Critique the research methodologies employed
4. Present and defend these constructs and arguments as a group member to other class members
5. Being able to apply constructs and concept to case studies
6. Understand the concept of consumer behaviour and its tools



Workload Full-time hours per semester
Type Hours Description
Total Workload: 0

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

None
Assessment Breakdown
Continuous Assessment% Examination Weight%
Course Work Breakdown
TypeDescription% of totalAssessment Date
AssignmentGroup presentation on readings of prescribed articles/ case study.50%
AssignmentDesign a strategy to introduce at least one commercial brand to an online community, using a Netnography research approach.50%
Indicative Reading List

    Other Resources

    None

    << Back to Module List