Module Details

Module Code: MRKT B7020
Full Title: Consumer Psychology & Behaviour
Valid From:: Semester 1 - 2019/20 ( June 2019 )
Language of Instruction:English
Duration: 1 Semester
Credits:: 5
Module Owner:: Helen White
Departments: Unknown
Module Description: The role of Consumer Psychology is explored. Learners are exposed to the principles of psychology and how it impacts upon the consumer in everyday actions.
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Describe the history and role of consumer psychology models in understanding consumer behaviour
MLO2 Explain how the various consumer psychology theories/models (eg motivation theory) affect and influence consumer behaviour
MLO3 Show how consumer psychology can be applied to understand modern consumer behaviour.
MLO4 Identify the contemporary issues in Consumer Psychology and behaviour.
MLO5 Discuss his/her own learning journey
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named DkIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
 
Module Indicative Content
Changes Taking Place in Society
A particular emphasis is placed upon Irish society in the context of consumer psychology
The cognitive customer
Consumer models relating to perceptions, attitudes & behaviour, theory of learning are explored and discussed with relevant examples
The personal consumer
Examines the role of motivation, lifestyle and personality types in understanding consumer behaviour
Contemporary issues in Consumer Psychology
Learners are exposed to the contemporary issues facing consumers as they engage in the process of consumption such as the impact of technology (including cyber psychology)
Module Assessment
Assessment Breakdown%
Course Work60.00%
Project40.00%
Module Special Regulation
 

Assessments

Full-time

Course Work
Assessment Type Continuous Assessment % of Total Mark 60
Marks Out Of 0 Pass Mark 0
Timing n/a Learning Outcome 1,2,3,5
Duration in minutes 0
Assessment Description
The learner will identify an aspect of Consumer Psychology that is of interest and prepare a brief/paper for submission and a presentation.
Assessment Type Class Test % of Total Mark 40
Marks Out Of 0 Pass Mark 0
Timing n/a Learning Outcome 1,2,4
Duration in minutes 0
Assessment Description
Students will sit an In-class test at the end of the Semester which will examine their knowledge of the topics covered.
No Project
No Practical
No Final Examination
Reassessment Requirement
No repeat examination
Reassessment of this module will be offered solely on the basis of coursework and a repeat examination will not be offered.

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

 

Module Workload

Workload: Full-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 3.00 3
Directed Reading Non Contact No Description Every Week 3.00 3
Independent Study Non Contact No Description Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 2.00 2
Independent Study Non Contact No Description Every Week 4.00 4
Directed Reading Non Contact No Description Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Margaret Linehan. (2014), Consumer Behaviour: Irish Patterns & Perspectives, N.a. Gill & Company, Dublin, Ireland, p.490, [ISBN: 978-071715547].
  • Zubin, Sethna and Jim Blythe. (2017), Consumer Behaviour, 3rd. SAGE Publications Ltd, London, UK, p.528, [ISBN: 978-147391913].
  • Michael I Norton. (2017), THE CAMBRIDGE HANDBOOK OF CONSUMER PSYCHOLOGY, n.a. Cambridge University Press, 2017, [ISBN: 9781107641426].
Recommended Article/Paper Resources
  • Journal of International Marketing.
  • Marketing Intelligence & Planning.
  • Journal of Consumer Marketing.
  • Relevant WWW sites.
  • YouTube.
This module does not have any other resources