Registry
Module Specifications
Archived Version 2010 - 2011
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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 | |||||||||||||||||||||||||||||||||||||||||
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Learning Outcomes 1. identify the major processes and variables that impact on consumers' behaviour 2. illustrate the relevance of consumers'personal and social make-up for marketing strategy 3. evaluate the effect of promotional and segmentation activity by marketers on consumers' lives 4. construct a report on some sub-field of consumer behaviour using relevant commercial, public and academic resources | |||||||||||||||||||||||||||||||||||||||||
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 Consumer perception and brand imagesConsumer memoryThe 'why' in consumer behaviour and researching consumer motivesConsumers' attitudes: how they develop and how they're changedThe consumer's self-concept and body imageThe decision process: stages and limitationsReference groups, families and social classConsumer culture and age groupsConsumer innovation and diffusion of innovations'Dark' consumer behaviour | |||||||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources None | |||||||||||||||||||||||||||||||||||||||||
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