Short Title:Behavioural Studies
Full Title:Behavioural Studies
Module Code:BEHV H2014
Credits: 5
NFQ Level:6
Field of Study:Political Science and civics
Module Delivered in no programmes
Module Author:DAVID IRWIN
Module Description:The aim of this module is to enable students develop a knowledge of behavioural science and its application to the marketing environment.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Appreciate the discipline of behavioural science and its applications in the marketing environment
LO2 Identify the factors which influence individual and social perception
LO3 Explain behaviourist and cognitive approaches to learning;
LO4 Explain content and process theories of motivation
LO5 Describe the characteristics, components, functions and sources of attitudes
LO6 Present an informed and comprehensive opinion about the nature of personality
LO7 Identify the purpose, categories process and stages of groups
LO8 Understand the importance of culture and society in relation to behavioural studies
Pre-requisite learning
Co-requisite Modules
No Co-requisite modules listed

Module Content & Assessment

Content (The percentage workload breakdown is inidcative and subject to change) %
Sensation, perceptual selectivity, perceptual organisation, the individual’s perceptual world, social perception
Behaviourist and cognitive approaches to learning, memory
State and trait motivation, drives, frustration, traditional motivation theorists, content and process theories of motivation
Functions, sources, measurement, consistency models of attitudes, Fishbein’s theory of reasoned action, attitude change1
Nomothetic and idiographic approaches, personality theories- Freud, Jung, Cattell, Rogers
Categories, structure, development, power
Culture and Society
Characteristics and components of culture, agencies and mechanisms of socialization, norms, roles, social class, status.
Assessment Breakdown%
Course Work30.00%
End of Module Formal Examination70.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Continuous Assessment n/a   30.00 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

This module has no Full Time workload.
This module has no Part Time workload.

Module Resources

Required Book Resources
  • MacDonagh, J. Linehan. C., & Weldridge R. 2002, Behavioural Science: for Marketing and Business Studies, 2nd Edition Ed., Gill & Macmillan
Recommended Book Resources
  • Nelson, L.N., & Quick, J.C. 2003, Organizational Behaviour: Foundations, Realities & Challenges,, 4th Edition Ed., Thompson
This module does not have any article/paper resources
This module does not have any other resources