Registry
Module Specifications
Archived Version 2023 - 2024
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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 | |||||||||||||||||||||||||||||||||||||
Learning Outcomes 1. Identify and discuss the major ideas and theories that characterise the consumer behaviour field. 2. Illustrate the relevance of consumers' personal and social make-up and consumers' behaviour, attitudes, and culture for marketing tactics and strategy. 3. Understand the effect of promotional and marketing activities on consumers' lives and broader society and the ethical questions this raises. Emphasis is placed in particular on understanding relationship between consumer culture and climate change. 4. Use academic research and theory and government and non-government published reports and statistics in understanding consumer behaviour. 5. 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 imagesThe 'why' in consumer behaviour and researching consumer motivesThe consumer's self-concept and body imageConsumers' attitudes: how they develop and how they're changedThe decision process: stages and limitationsReference groups, families and social classAge and consumer behaviourConsumer culture'Dark' consumer behaviourEthical consumptionGender and consumption | |||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources None | |||||||||||||||||||||||||||||||||||||
Programme or List of Programmes | |||||||||||||||||||||||||||||||||||||
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