Module Specifications..
Current Academic Year 2024 - 2025
Please note that this information is subject to change.
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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 | |||||||||||||||||||||||||||||||||||||||||
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 |
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Indicative Content and Learning Activities
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Programme or List of Programmes
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