Short Title:The Consumer as Individual
Full Title:The Consumer as Individual
Module Code:BEHV H3007
 
Credits: 5
Field of Study:Marketing and advertising
Module Delivered in 2 programme(s)
Reviewed By:GLENN MEHTA
Module Author:Donal Rogan
Module Description:1. To provide the student with a comprehensive description of individual buyer behaviour 2. To explain how consumers make decisions. 3. To illustrate how buyer behaviour variables are used in marketing practice. 4. To offer examples of the successful application of buyer behaviour theory in marketing practice.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Assess the elements of individual consumer behaviour and their implications for marketing practice
LO2 Segment a market using individual consumer behaviour characteristics
LO3 Appreciate the imprtance of understanding consumers in formulating marketing strategy
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 theories that explain individual consumer behaviour to case study problems 1,2,3,4 10.00 n/a
Continuous Assessment The student will carry out a research study on an issue of contemporary relevance   20.00 n/a
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination   70.00 End-of-Semester

TU Dublin – Tallaght Campus 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 Overview of Buyer Behaviour theory and practice 3.00 Every Week 3.00
Independent Learning Reading, case study analysis 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 Overview of Buyer Behaviour theory and practice 2.00 Every Week 2.00
Independent Learning Independent reading and reflection 6.00 Every Week 6.00
Total Weekly Learner Workload 8.00
Total Weekly Contact Hours 2.00
 

Module Resources

Required Book Resources
  • Isabelle Szmigin and Maria Piacentini 2015, Consumer Behaviour, First edition Ed., Oxford Oxford, England
Recommended Book Resources
  • Linehan, M. 2008, Consumer Behaviour: Irish Patterns and Perspectives, Gill and Macmillan Dublin [ISBN: 9780717144563]
Required Article/Paper Resources
  • Journal of Consumer Research Various
Other Resources
  • Various: Video and Case Studies
 

Module Delivered in

Programme Code Programme Semester Delivery
TA_BAMCO_B Bachelor of Arts (Honours) in Advertising & Marketing Communications 5 Mandatory
TA_BAMCO_D Bachelor of Arts in Advertising and Marketing Communications 5 Mandatory