#REQUEST.pageInfo.pagedescription#

Site Navigation

MRKT6019 - The Changing Consumer

banner1
Title:The Changing Consumer
Long Title:The Changing Consumer
Module Code:MRKT6019
 
Credits: 5
NFQ Level:Fundamental
Field of Study: Marketing & Advertising
Valid From: Semester 1 - 2016/17 ( September 2016 )
Module Delivered in 7 programme(s)
Module Coordinator: Pio Fenton
Module Author: ROSE LEAHY
Module Description: This module emphasises the centrality and breadth of consumption in consumers' lives. The module aims to impart to the student the facets of consumer behaviour and how consumer behaviour can and does change and the resulting impact of this on decision making in the marketplace.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Discuss the main theories that characterise the consumer behaviour discipline.
LO2 Evaluate the influence of individual factors on consumption and buying behaviour.
LO3 Explain the relevance of consumer attitudes, reference groups and culture for marketing tactics and strategy.
LO4 Explore the changing consumer and the changing nature of consumer behaviour in a digital context.
LO5 Discuss the effect of marketing activities on consumers' lives.
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 CIT 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
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.

No requirements listed
Co-requisites
No Co Requisites listed
 

Module Content & Assessment

Indicative Content
Introduction to Consumer Behaviour
Consumer behaviour/buying process. An examination of the "why" in consumer behaviour.
The Social context of Consumer Behaviour.
The role of attitudes, culture and groups in consumer behaviour. Online consumer behaviour and the changes therein. "Dark" consumer behaviour.
Individual Psychological Factors and Consumer Behaviour.
The role of motives, perception, learning and personality in the behaviour of consumers.
The Changing Consumer.
The changing nature of consumers and their behaviour. Consumer behaviour and the modern marketplace. The role of marketing in the context of changing behaviour. Consumer Behaviour in a digital environment.
Assessment Breakdown%
Course Work30.00%
End of Module Formal Examination70.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Students will be required to engage in a project where their understanding of consumer behaviour will be assessed. 4,5 30.0 Week 7
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End of semester final exam 1,2,3,4,5 70.0 End-of-Semester
Reassessment Requirement
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.

The institute 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 Class Based Instruction 3.0 Every Week 3.00
Independent & Directed Learning (Non-contact) Independent reading and learning 4.0 Every Week 4.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Independent & Directed Learning (Non-contact) Independent reading and learning 5.5 Every Week 5.50
Lecture Class based instruction 1.5 Every Week 1.50
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 1.50
 

Module Resources

Recommended Book Resources
  • Leon Schiffman and Wisenblit Joseph 2014, Consumer Behaviour, Pearson [ISBN: 9780132544368]
  • Miceal R. Solomon 2010, Consumer Behaviour, Prentice Hall Ptr [ISBN: 9780273717263]
  • Margaret Linehan 2008, Consumer Behaviour, Gill & MacMillan [ISBN: 9780717144563]
Supplementary Book Resources
  • Leon G. Schiffman and Leslie Lazar Kanuk 2007, Consumer behavior, Pearson Prentice Hall Upper Saddle River, N.J. [ISBN: 0131869604]
This module does not have any article/paper resources
Other Resources
  • Journal: Journal of Consumer Research
 

Module Delivered in

Programme Code Programme Semester Delivery
CR_BBUSS_7 Bachelor of Business 4 Group Elective 2
CR_BIBLA_8 Bachelor of Business (Honours) in International Business with Language 3 Mandatory
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 3 Mandatory
CR_BAGRI_7 Bachelor of Science in Agriculture 3 Elective
CR_BHORT_7 Bachelor of Science in Horticulture 3 Elective
CR_BBUSS_6 Higher Certificate in Business 4 Elective
CR_BAGRI_6 Higher Certificate in Science in Agriculture 3 Elective

Cork Institute of Technology
Rossa Avenue, Bishopstown, Cork

Tel: 021-4326100     Fax: 021-4545343
Email: help@cit.edu.ie