Short Title:Behavioural Studies
Full Title:Behavioural Studies
Language of Instruction:English
Module Code:BEHV H1006
 
Credits: 5
Field of Study:Marketing and advertising
Module Delivered in 8 programme(s)
Reviewed By:GLENN MEHTA
Module Author:Lesley Haughan
Module Description:This module aims to introduce the student to the principles of psychology and human behaviour and their application in Marketing.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Demonstrate a knowledge of the discipline of behavioural science and its application in the marketing environment.
LO2 Demonstrate an understanding of the factors which influence the individual’s behaviour, such as perception, Attitudes and motivation.
LO3 Illustrate the types of groups which exist in society and how the individual may interact with them
LO4 Understand the importance of cultural and sociological factors and how they may influence human behaviour.
LO5 Appreciate how those factors which influence and shape the individual reflect in their behaviour.
 

Module Content & Assessment

Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Essay Assessment will seek to evaluate the students knowledge and understanding of key elements of human behaviour, such as the development of attitudes or influences on motivation. This research and discussion may be conducted as part of a group and may culminate in a written essay, in class Assessment or Presentation. 2,4,5 30.00 Week 8
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,4,5 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
Independent Learning Reading, Research and Group Work 6.00 Every Week 6.00
Lecture Class Lecture 3.00 Every Week 3.00
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
Independent Learning Independent study 7.00 Every Week 7.00
Lecture Class Lecture 2.00 Every Week 2.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 

Module Resources

Required Book Resources
  • Perry Share, Mary P. Corcoran, Brian Conway 2012, A Sociology of Ireland, 9th ed Ed., Gill & Macmillan Ltd [ISBN: 9780717149841]
Recommended Book Resources
  • Lalor, K., de Roiste, A. & Devlin, M. 2007, Young People in Contemporary Ireland, Gill and Macmillan Dublin
  • Brinkerhoff, D., Weitz R & Ortega S 2014, Essentials of Sociology, 9th Ed., Cengage USA [ISBN: 978113363039]
  • Benocraitis, N 2012, SOC, 2nd Ed Ed., Wadsworth NYC
  • O’Grady, M. 2001, Introduction to Behavioural Science,, Gill & Macmillan Dublin
  • 2011, Gender Roles, National Geographic Ed., Cengage UK
  • Catherine A. Sanderson, 2010, Social Psychology, WSE Ed., Wiley UK [ISBN: 9780471250265]
Required Article/Paper Resources
Other Resources
  • Various: There are various audio visual and case based materials available for use. Students are also directed to various websites and other print media.Various website, News and media resources
  • Website: WARC, UK
  • Website: CSO Data
  • Website: ESRI (Economic and Social Research Institute) Reports
 

Module Delivered in

Programme Code Programme Semester Delivery
TA_BAMCO_B Bachelor of Arts (Honours) in Advertising & Marketing Communications 2 Mandatory
TA_BAMCO_D Bachelor of Arts in Advertising and Marketing Communications 2 Mandatory
TA_BMKDM_D Bachelor of Arts in Digital Marketing 1 Mandatory
TA_BAMKT_B Bachelor of Business (Honours) in Marketing 3 Mandatory
TA_BMKTG_B (1 year add on) Bachelor of Business (Honours) in Marketing Management 3 Mandatory
TA_BAMKT_D Bachelor of Business in Marketing 3 Mandatory
TA_BMKTG_D (1 year add on) Bachelor of Business in Marketing 3 Mandatory
TA_BMKTG_C Higher Certificate in Business in Marketing 3 Mandatory