MRKT B8018 - Consumer Psychology

Full Title:Consumer Psychology
Module Code:MRKT B8018
Credits: 5
Valid From:Semester 2 - 2012/13 ( February 2013 )
Module Delivered in 3 programme(s)
Module Description:Tthe role of Consumer Psychology is explored. Learners are exposed to the principles of psychology and how it impacts upon the consumer in everyday actions.
Learning Outcomes:
On successful completion of this module the learner should be able to
  1. Demonstrate a comprehensive understanding of the core models within this field of study.
  2. Evaluate consumer psychology models.
  3. Explore and debate the current areas of critical concern to Consumer Psychology.
  4. Provide clear evidence that s/he is able to demonstrate the practical application of this knowledge.
  5. Appraise his/her own learning journey

Module Content & Assessment

Indicative Content
Changes taking place in society.
A particular emphasis is placed upon Irish society in the context of international influences on consumer psychology
The cognitive customer
Perceptions, attitudes & behaviour, theory of learning are explored and discussed with relevant examples
The personal consumer
Motivation & lifestyle, personality types
Contemporary issues in Consumer Psychology
Learners are exposed to the issues facing consumers as they engage in the process of consumption
Assessment Breakdown%
Course Work100.00%

Full Time

Course Work
Assessment Type Assessment Description Outcome addressed % of total Marks Out Of Pass Marks Assessment Date Duration
Written Report The learner will identify an aspect of Consumer Psychology that is of interest and prepare a paper for submission and presentation. 3,4 20.00 0 0 Week 9 0
Practical/Skills Evaluation The learner will be exposed on a regular basis to class discussion and debate on relevant issues. These will be both on and off-line. Invited guests will also present as an integral component of this module. The learner will prepare, as a team member, a review and evaluation of the material being studied and presented. There will be at least 2 of these reviews prepared. First in approximately week 4 ( 15%), with another in approximately week 8 ( 25%) 1,2,3 40.00 0 0 n/a 0
Class Test There will be 2 in-class tests each worth 15%. Taking place early in the semester and approximately half-way through, these are designed to show the learner the extent to which s/he is engaging with the material 1,2 30.00 0 0 n/a 0
Reflective Journal Each learner will track his/her learning journey. This will be captured by means of a reflective journal uploaded to a VLE 5 10.00 0 0 Week 9 0
No Project
No Practical
No End of Module Formal Examination
Reassessment Requirement
A repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.
Reassessment Description
An opportunity to repeat components missed/failed will be afforded. In the case of the class discussion/debate component-given the nature of this exercise it is impossible to offer this for repeat. An alternative assessment will be offered of similar quality

DKIT reserves the right to alter the nature and timings of assessment


Module Workload & Resources

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Traditional presentation to introduce some new material 1.00 Every Week 1.00
Lecturer-Supervised Learning (Contact) Here the learner will be exposed to discussion and debate on varying issues 2.00 Every Week 2.00
Directed Reading The learner will be expected to aquaint him/herself with relevant material. VLE facilities will be used extensively here 3.00 Every Week 3.00
Independent Study The learner is expected to stay abreast of relevant matters 3.00 Every Week 3.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
This course has no Part Time workload.
Recommended Book Resources
  • Foxall, Goldsmith & Brown 2003, Consumer Psychology for Marketing, ThomsonISBN: 1-86152-371-8
Supplementary Book Resources
  • Kotler, Marketing Management, Prentice-Hall
This module does not have any article/paper resources
Other Resources
  • n/a: Academic Journals:
  • n/a: European Journal of Marketing
  • n/a: Marketing Intelligence & Planning
  • n/a: International Marketing Review
  • n/a: Journal of Consumer Marketing
  • n/a: Journal of Product & Brand Management
  • n/a: Journal of Managerial Psychology
  • n/a: Tutors notes
  • n/a: Peer evaluations
  • n/a: Consumer Representative Associations, domestic and others
  • n/a: Relevant WWW sites

Module Delivered in

Programme Code Programme Semester Delivery
DK_BBUST_8 Bachelor of Business (Honours) 4 Elective
DK_BMRKT_8 Bachelor of Business (Honours) in Marketing 3 Elective
DK_BSMKM_8 Higher Diploma in Business in Business and Marketing 1 Elective