Short Title:The Consumer in the Socio-Cultural Setting
Full Title:The Consumer in the Socio-Cultural Setting
Module Code:BEHV H3008
 
Credits: 5
Field of Study:Marketing and advertising
Module Delivered in 6 programme(s)
Reviewed By:GLENN MEHTA
Module Author:Donal Rogan
Module Description:1. To provide the student with a comprehensive description of consumer behaviour in socio-cultural contexts. 2. To illustrate how socio-cultural variables are used in marketing practice. 3. To offer examples of the successful application of socio-cultural behaviour theory in marketing practice
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Assess the influence of socio-cultural behaviour on marketing.
LO2 Segment a market using socio-cultural behaviour variables.
LO3 Profile the social and cultural factors that determine and impact on 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   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

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 The theory and practice of socio-cultural buyer behaviour 3.00 Every Week 3.00
Independent Learning Reading, reflection and 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 The theory and practice of socio-cultural buyer behaviour 2.00 Every Week 2.00
Independent Learning Reading, reflection and case analysis 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 Ed., Oxford Oxford, England
  • Margaret Linehan, 2008, Consumer Behaviour, Gill and Macmillan Dublin [ISBN: 9780717144563]
Recommended Book Resources
  • Perry Share, Mary Corcoran and Brian Conway 2012, A Sociology of Ireland, Gill Dublin
Required Article/Paper Resources
  • Journal of Consumer Research Various
Other Resources
  • Various: VariousVideo and Case Studies
 

Module Delivered in

Programme Code Programme Semester Delivery
TA_BAMCO_B Bachelor of Arts (Honours) in Advertising & Marketing Communications 6 Mandatory
TA_BAMCO_D Bachelor of Arts in Advertising and Marketing Communications 6 Mandatory
TA_BAMKT_B Bachelor of Business (Honours) in Marketing 6 Elective
TA_BMKTG_B (1 year add on) Bachelor of Business (Honours) in Marketing Management 6 Elective
TA_BMKTG_D (1 year add on) Bachelor of Business in Marketing 6 Elective
TA_BAMKT_D Bachelor of Business in Marketing 6 Elective