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MRKT9022 - The Digital Consumer

Title:The Digital Consumer
Long Title:The Digital Consumer
Module Code:MRKT9022
Duration:1 Semester
Credits: 5
NFQ Level:Expert
Field of Study: Marketing & Advertising
Valid From: Semester 2 - 2016/17 ( January 2017 )
Module Delivered in 1 programme(s)
Module Coordinator: Pio Fenton
Module Author: Stephen Ryan
Module Description: This module will examine what impact digital media has on influencing consumers when they purchase items. The module guides students' thinking relating to people and how they are affected by the technological revolution in their daily lives.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Critically evaluate the importance of Marketing 3.0 for organisations in the current climate
LO2 Critically assess consumer behaviour theories and concepts and their application across cultures.
LO3 Critique the digital media landscape might influence individual behaviour.
LO4 Review the impact of the digital marketplace on consumers and consumer behaviour.
LO5 Systematically analyse the role of the consumer in helping businesses with both product and content development
Pre-requisite learning
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

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
No Co Requisites listed

Module Content & Assessment

Indicative Content
Social Media Usage
Insights and Analytics on Social Media, Social Messaging, Consumer content, Live Streams, Marketing in the moment, Events.
Consumer Behaviour
Introduction to consumer behaviour across cultures; The consumer as an individual, Consumer decision-making, The role and impact of culture in consumer behaviour; The digital marketplace and its impact on consumers; Digital consumer behaviour theory; New trends in digital marketing.
Marketing 3.0
This explores why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers.
Permission Marketing
Permission Marketing looks at the opportunity for the consumers to choose whether or not to be subjugated to marketing. By only targeting such audiences, Permission Marketing assures that the consumers pay more attention to the marketing message. It encourages consumers to engage in a long-standing, cooperative marketing campaign.
Brand ambassadors
Investigating the role of celebrities and well-known personalities and how they influence the decisions of their fans. The important role the consumer has in influencing people in purchasing or not purchasing from an organisation.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Written Report Students will compose an essay exploring the impact digital media has on individual consumer behaviour behaviour 3,4 30.0 Week 8
Written Report Report on sectoral challenges for a particular industry with focus on the changes resultant from the digital revolution. 1,2,4,5 70.0 Week 13
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

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 Lecturers exploring Digital Consumption 2.0 Every Week 2.00
Independent & Directed Learning (Non-contact) self-directed study 5.0 Every Week 5.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Class based instruction 2.0 Every Week 2.00
Independent & Directed Learning (Non-contact) Self-directed study 5.0 Every Week 5.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00

Module Resources

Recommended Book Resources
  • Philip Kotler 2010, Marketing 3.0: From Products to Customers to the Human Spirit [ISBN: 9780470598825]
  • Seth Godin 1999, Permission Marketing: Turning Strangers into Friends and Friends into Customers, Simon & Schuster [ISBN: 9780684856360]
  • Seth Godin 2008, Tribes: We Need You to Lead Us [ISBN: 9781591842330]
  • Dave Chaffey 2016, Digital Marketing, 6th Ed., Pearson [ISBN: 9781292077611]
  • Erik Qualman 2013, What Happens in Vegas Stays on YouTube, 1st Ed., Equalman Studios [ISBN: 9780991183509]
Recommended Article/Paper Resources
  • Guardian Media Blog
  • Harvard Business Review
  • Seth Godin Blog
  • Irish Marketing Journal
Other Resources

Module Delivered in

Programme Code Programme Semester Delivery
CR_BDMAS_9 Master of Science in Digital Marketing Strategy 2 Elective

Cork Institute of Technology
Rossa Avenue, Bishopstown, Cork

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Email: help@cit.edu.ie