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Module Specifications..

Current Academic Year 2024 - 2025

Please note that this information is subject to change.

Module Title
Module Code
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 None
Co-requisite None
Compatibles None
Incompatibles None
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%
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
Indicative Reading List

    Other Resources

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