Module: Consumer Research in the Digital Age

Module Specifications.

Current Academic Year 2024 - 2025

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Date posted: September 2024

Module Title	Consumer Research in the Digital Age
Module Code	MG508 (ITS) / MAD1020 (Banner)
Faculty	DCU Business School	School	DCU Business School
Module Co-ordinator	Marija Grishin
Module Teachers	Fiona Murphy, John Connolly
NFQ level	9	Credit Rating	5
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

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
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	0%	Examination Weight	0%

Type	Description	% of total
Course Work Breakdown
Assignment	Group presentation on readings of prescribed articles/ case study.	50%
Assignment	Design 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: Resit category 1: A resit is available for both* components of the module. Resit category 2: No resit is available for a 100% continuous assessment module. Resit category 3: No resit is available for the continuous assessment component where there is a continuous assessment and examination element.
* ‘Both’ is used in the context of the module having a Continuous Assessment/Examination split; where the module is 100% continuous assessment, there will also be a resit of the assessment
This module is category -

Indicative Reading List

Other Resources

None