Short Title:Consumer Behaviour
Full Title:Consumer Behaviour
Module Code:DMKT H2013
ECTS credits: 5
NFQ Level:6
Module Delivered in 2 programme(s)
Module Contributor:Isobel OReilly
Module Description:Building on concepts introduced in year 1, the purpose of this module is to : • Provide students with an introduction to the academic discipline of consumer behaviour • Illustrate how consumer behaviour variables are used in marketing practice • Foster a critical understanding of issues in the fields of consumption, consumer research and consumer culture
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Assess the role of consumer behaviour strategy formulation for B2C & B2B markets in an international and digital context
  2. Segment a market using consumer behaviour variables
  3. Profile the psychological, social & cultural factors that determine consumer behaviour
  4. Analyse and present solutions to consumer behaviour related marketing problems

Module Content & Assessment

Indicative Content
Introduction to Consumer Behaviour
Perception & Consumer Involvement:
Perception; Consumer involvement; Compulsive buying; the buyer decision making process for new products; Differentiation
Consumer Motivation:
Motivation as a psychological force; needs; wants and demands; Goals; positive & negative motivation; rational versus emotional
Personality, Lifestyles and Psycographics:
What is Personality? Research approaches to personality; personality and self-concept; personality and consumer behaviour; Brand personality
Consumer Learning:
Cognitive Learning Theory; Behavioural Theory; Role of Memory in Learning; Measures of Consumer Learning; Forgetting
Consumer Attitude Formation:
What are Attitudes? Attitude formation/change; When attitudes predict behaviour; how Affective Attitudes are Influenced;
Consumer Decision Processes:
Consumer decision making; External search: searching for information from the environment; the Consumer Decision Making process; Models of Consumer Decision Making; Relationship Marketing
Consumer Behaviour and Communication:
Models of Communication; Barriers to Communication; the Changing Face of Marketing Communications; Ethics and Socially Responsible Marketing Communications; Public Relations; Advertising; Design Persuasive Communications
The Influence of Culture, SubCulture & Social Class on Consumer Behavi
Culture; Cultural Influences of Consumer Behaviour; the role of Consumer Goods in a Culture; Sub-culture; Pop Culture; Social Class; Materialism & Symbolism
Organisation, Reference-Group & Family Influences on Consumer Behaviou
Organisational Consumers versus Individual Consumers; Reference Groups; Gender & Sexual Orientation influences on consumer behaviour; Family/Household influences on Consumer Behaviour; Children as Consumers
Indicative Assessment Breakdown%
Course Work Assessment %50.00%
Final Exam Assessment %50.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project The Continuous Assessment will involve students (in groups of 2-4) undertaking a project to address the following areas: Segment their market using consumer behaviour variables. Profile the psychological, social & cultural factors that may determine their customer/consumers' behaviour. How the company applies consumer behaviour information in marketing their products and services? What recommendations (new/improved products or experiences) would you make to the company based on your experiences and why? This assessment will be linked in this semester to that of Databases, details of which will be listed in the brief. 1,2,3,4 50.00 n/a
Final Exam Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,4 50.00 End-of-Semester
Indicative 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.
Reassessment Description
Examination: 100% of overall marks. Continuous assessment will NOT carry forward from the year into the August repeats for a second sitting.

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


Indicative Module Workload & Resources

Indicative Workload: Full Time
Frequency Indicative Average Weekly Learner Workload
Every Week 30.00
Every Week 15.00
Every Week 15.00
Every Week 65.00
Recommended Book Resources
  • Margaret Linehan 2010, Consumer Behaviour, Gill & MacMillan Dublin [ISBN: 9780717144563]
Supplementary Book Resources
  • Leon G. Schiffman 2012, Consumer Behaviour, 2nd Ed. Ed., Trans-Atlantic Publications, Inc. [ISBN: 9780273736950]
This module does not have any article/paper resources
Other Resources
  • Journal: Journal of Consumer Research
  • Journal: Psychology and Marketing
  • Journal: Journal of Consumer Marketing
  • Journal: Advances in Consumer Research Proceedings

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 4 Mandatory
BN_BDMKT_7 Bachelor of Arts in Digital Marketing 4 Mandatory