| Module Title |
Consumer Research in the Digital Age |
| Module Code |
MAD1020 (ITS: MG508) |
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Faculty |
DCU Business School |
School |
DCU Business School |
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NFQ level |
9 |
Credit Rating |
5 |
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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.
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Learning Outcomes
1. Identify core constructs and arguments in consumer behaviour
2. 1DAB2AFC-CC3E-0001-AD60-1A5C1D061889
3. Understand the concept of consumer behaviour and its tools
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| 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 |
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| Assessment Breakdown |
| Type | Description | % of total | Assessment Date |
|---|
| 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
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Pre-requisite |
None
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Co-requisite |
None |
| Compatibles |
None |
| Incompatibles |
None |
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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
None |
Indicative Reading List
Books:
None
Articles:
None |
Other Resources
None |
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