Registry
Module Specifications
Archived Version 2010 - 2011
| |||||||||||||||||||||||||||||||||||||||||
Description This course seeks to build on completion of a consumer bahaviour course at undergraduate level. It 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. The principal mode of delivery is a weekly seminar which include presentations and inputs from the course leader. | |||||||||||||||||||||||||||||||||||||||||
Learning Outcomes 1. Identify the core constructs and arguments in a range of top tier journal articles in consumer behaviour 2. Assess the applicability of the findings in each article for marketing practice 3. Critique the research methodologies employed in these articles 4. Present and defend these constructs and arguments as a group member to other class members 5. Identify and utilise a selection of research articles as a theoretical priming for a piece of primary consumer research | |||||||||||||||||||||||||||||||||||||||||
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 A critique of the consumer as decision-makerVirtual Consumer BehaviourNeo-tribes and brand communitiesThe Postmodern ConsumerEthnography and contemporary consumer sub-culturesConsumer Behaviour as Gift-givingOn-line consumer behaviour and social networksThe Self-concept in Consumer BehaviourCulture and contemporary consumer rituals | |||||||||||||||||||||||||||||||||||||||||
| |||||||||||||||||||||||||||||||||||||||||
Indicative Reading List | |||||||||||||||||||||||||||||||||||||||||
Other Resources None | |||||||||||||||||||||||||||||||||||||||||
Programme or List of Programmes |
MMK | MBS in Marketing |
- See the module specification for MG508 in 2003 - 2004
- See the module specification for MG508 in 2004 - 2005
- See the module specification for MG508 in 2005 - 2006
- See the module specification for MG508 in 2006 - 2007
- See the module specification for MG508 in 2007 - 2008
- See the module specification for MG508 in 2008 - 2009
- See the module specification for MG508 in 2009 - 2010
- See the module specification for MG508 in 2010 - 2011
- See the module specification for MG508 in 2011 - 2012
- See the module specification for MG508 in 2012 - 2013
- See the module specification for MG508 in 2013 - 2014
- See the module specification for MG508 in 2014 - 2015
- See the module specification for MG508 in 2015 - 2016
- See the module specification for MG508 in 2016 - 2017
- See the module specification for MG508 in 2017 - 2018
- See the module specification for MG508 in 2018 - 2019
- See the module specification for MG508 in 2019 - 2020
- See the module specification for MG508 in 2020 - 2021
- See the module specification for MG508 in 2021 - 2022
- See the module specification for MG508 in 2022 - 2023
- See the module specification for MG508 in 2023 - 2024
- See the module specification for the current year