Module: The Changing Consumer

Latest Module Specifications

Current Academic Year 2025 - 2026

Module Title	The Changing Consumer
Module Code	MAD1000 (ITS: MG308)
Faculty	DCU Business School	School	DCU Business School
NFQ level	8	Credit Rating	5

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. discuss the effect of promotional and marketing activities on consumers' lives.
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
Group work	16	Group written project
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

Section Breakdown
CRN	10087	Part of Term	Semester 1
Coursework	0%	Examination Weight	0%
Grade Scale	40PASS	Pass Both Elements	Y
Resit Category	RC1	Best Mark	N
Module Co-ordinator	Ahmed Al Asheq	Module Teacher

Section Breakdown
CRN	20860	Part of Term	Semester 2
Coursework	0%	Examination Weight	0%
Grade Scale	40PASS	Pass Both Elements	Y
Resit Category	RC1	Best Mark	N
Module Co-ordinator	Ahmed Al Asheq	Module Teacher

Type	Description	% of total	Assessment Date
Assessment Breakdown
Assignment	A written project on some aspect of consumer behaviour using public, commercial and adacemic resources	30%	Week 6

Reassessment Requirement Type
Resit arrangements are explained by the following categories; RC1: A resit is available for both^* components of the module. RC2: No resit is available for a 100% coursework module. RC3: No resit is available for the coursework component where there is a coursework and summative examination element. ^* ‘Both’ is used in the context of the module having a coursework/summative examination split; where the module is 100% coursework, there will also be a resit of the assessment

Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

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

Purchase and post-purchase stages

Consumer memory

Reference groups, families and social class

Consumer innovation and diffusion of innovations

Income and consumer behaviour

Age and consumer behaviour

Consumer culture

'Dark' consumer behaviour

Indicative Reading List

Books:

Michael R. Solomon et al.: 2010, Consumer Behaviour: A European Perspective, 4th, Pearson Education, Harlow, UK, 654, 978-0-273-71726-3
Hoyer, Wayne D. and Deborah J. MacInnis: 2008, Consumer Behavior, 5th, Houghton & Mifflin, Boston,

Articles:
None

Other Resources

None