Short Title:Consumer Behaviour
Full Title:Consumer Behaviour
Language of Instruction:English
Module Code:BEHV H3005
 
Credits: 5
Field of Study:Marketing and advertising
Module Delivered in 5 programme(s)
Reviewed By:GLENN MEHTA
Module Author:Donal Rogan
Module Description:This module aims to: 1. To provide the student with a comprehensive description of consumer’s behaviour in individual and group contexts. 2. To explain how consumers make decisions. 3. To illustrate how consumer behaviour variables are used in marketing practice. 4. To offer examples of the successful application of consumer behaviour theory in marketing practice.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Assess the role of consumer behaviour within strategic and operational marketing.
LO2 Segment a market using consumer behaviour variables.
LO3 Profile the psychological, social and cultural factors that determine consumer behaviour.
LO4 Analyse and present solutions to consumer behaviour related marketing problems.
 

Module Content & Assessment

Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Continuous Assessment The student will have the opportunity to apply the theory of consumer behaviour to case study problems 1,3 10.00 Week 6
Continuous Assessment The student will carry out a research study on an issue of contemporary relevance 1,4 20.00 Week 10
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,4 70.00 End-of-Semester

IT Tallaght reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class Based Instruction 3.00 Every Week 3.00
Independent Learning Reading and Reflection 6.00 Every Week 6.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class Based Instruction 2.00 Every Week 2.00
Independent Learning Independent Study 7.00 Every Week 7.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 

Module Resources

Required Book Resources
  • Piacentini, Maria and Isabelle Szmigin 2015, Consumer Behaviour, First Ed., Oxford University Press Oxford, UK [ISBN: 978-0-19-9646]
Recommended Book Resources
  • Linehan, M 2008, Consumer Behaviour, Gill and Macmillan Dublin [ISBN: 9780717144563]
  • Schiffman, L., Kanuk, L., and Hansen, H. 2012, Consumer Behaviour: A European Outlook, 2nd Ed., Prentice Hall Harlow, England [ISBN: 9780273736950]
Required Article/Paper Resources
  • Journal of Consumer Research Various
  • Various, Consumption, Markets and Culture
Other Resources
  • Various: Video and Case Studies
 

Module Delivered in

Programme Code Programme Semester Delivery
TA_BMKDM_D Bachelor of Arts in Digital Marketing 5 Mandatory
TA_BAMKT_B Bachelor of Business (Honours) in Marketing 5 Mandatory
TA_BMKTG_B (1 year add on) Bachelor of Business (Honours) in Marketing Management 5 Mandatory
TA_BMKTG_D (1 year add on) Bachelor of Business in Marketing 5 Mandatory
TA_BAMKT_D Bachelor of Business in Marketing 5 Mandatory