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Module Specifications

Archived Version 2012 - 2013

Module Title The Changing Consumer
Module Code MG508
School DCUBS

Online Module Resources

Module Co-ordinatorMs Bettina WuerdingerOffice NumberQG24
NFQ level 8 Credit Rating 5
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None
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



Workload Full-time hours per semester
Type Hours Description
Seminars24In class presentations and lectures
Group work18Group preparation for in-class presentation
Group work16Preparation of priming paper for focus group
Independent Study45Preparation of reading material for each weekly seminar
Independent Study22Preparation for end-of-semester examination
Total Workload: 125

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-maker

Virtual Consumer Behaviour

Neo-tribes and brand communities

The Postmodern Consumer

Ethnography and contemporary consumer sub-cultures

Consumer Behaviour as Gift-giving

On-line consumer behaviour and social networks

The Self-concept in Consumer Behaviour

Culture and contemporary consumer rituals

Assessment Breakdown
Continuous Assessment50% Examination Weight50%
Course Work Breakdown
TypeDescription% of totalAssessment Date
Reassessment Requirement
Resit arrangements are explained by the following categories;
1 = A resit is available for all components of the module
2 = No resit is available for 100% continuous assessment module
3 = No resit is available for the continuous assessment component
Unavailable
Indicative Reading List

    Other Resources

    None
    Programme or List of Programmes
    MMKMSc in Marketing
    Archives: