Module: Consumer Research in the Digital Age

Latest Module Specifications

Current Academic Year 2025 - 2026

Module Title	Consumer Research in the Digital Age
Module Code	MAD1020 (ITS: MG508)
Faculty	DCU Business School	School	DCU Business School
NFQ level	9	Credit Rating	5

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. 1DAB2AFC-BCCF-0001-7BAC-1B30A8003180
2. Identify core constructs and arguments in consumer behaviour
3. 1DAB2AFC-C141-0001-D375-107011501E11
4. Assess the applicability of the findings in each article for marketing practice
5. 1DAB2AFC-C574-0001-861B-17501FA71A68
6. Critique the research methodologies employed
7. 1DAB2AFC-CC3E-0001-AD60-1A5C1D061889
8. Present and defend these constructs and arguments as a group member to other class members
9. 1DAB2AFC-CF0D-0001-CFBE-5B26122B144E
10. Being able to apply constructs and concept to case studies
11. 1DAB2AFC-D31E-0001-2E84-3240143017D6
12. Understand the concept of consumer behaviour and its tools

Total Workload: 0

Section Breakdown
CRN	10974	Part of Term	Semester 1
Coursework	0%	Examination Weight	0%
Grade Scale		Pass Both Elements	Y
Resit Category		Best Mark	N
Module Co-ordinator	Marija Grishin	Module Teacher	Fiona Murphy

Type	Description	% of total	Assessment Date
Assessment Breakdown
Assignment	Group presentation on readings of prescribed articles/ case study.	50%	Week 1
Assignment	Design a strategy to introduce at least one commercial brand to an online community, using a Netnography research approach.	50%	Week 1

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

None

Indicative Reading List

Books:
None

Articles:
None

Other Resources

None