Module Title:Consumer Insights and Psychology
Credits: 10
NFQ Level:7
Module Delivered In 1 programme(s)
Teaching & Learning Strategies: This module combines the theory and practical application of consumer psychology and consumer insights in a marketing context. As such the teaching and learning strategies encompass both lecture delivery of theory, plus assessments that drive the application of knowledge. Learners will be exposed to both academic materials (texts, academic articles) and industry practice (case-studies, industry reports).
Module Aim: The aim of this module is to familiarise the learners with the theories & concepts of consumer psychology, and their application in driving consumer insights and delivering effective marketing strategies. The module will also explore the contemporary issues arising from the development of consumer insights in a digital age.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Critically review the key theories and concepts in consumer psychology.
LO2 Recognise and evaluate the application of consumer psychology in marketing practice.
LO3 Assess the development of consumer insights in the digital era, including ethical implications.
LO4 Apply their knowledge of consumer psychology and consumer insights to provide effective marketing solutions.
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.

No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
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.
No requirements listed
 

Module Content & Assessment

Indicative Content
Introduction to Consumer Behaviour
Evolution of consumerism - Classifying consumers - Behavioural economics - Consumer Segmentation & Positioning - Consumer Personas - Future trends (neuromarketing, sustainable consumption, consumer misbehaviour)
Consumer Psychology - Internal Factors
Decision making & involvement - Learning & memory - Perceptual process - Attitude theory & behavioural change - Personality, self & motivation
Consumer Psychology - External Factors
Groups, social processes & communications - Culture - Patterns of buyer behaviour
Consumer Insights
Technology trends - Big Data - Consumer analytics - Social networks & consumer behaviour - Ethical implications
Assessment Breakdown%
Continuous Assessment50.00%
Project50.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Other Learners will be required to complete a small portfolio of assignments which demonstrate their learning with regards to consumer psychology theory & practice and consumer insights. Possible portfolio artefacts may include: review of current literature; assessment of marketing strategies for evidence of consumer psychology/consumer insights application; evaluation of the consumer insights practices of organisations. 1,2,3 50.00 Sem 1 End
Project
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Learners will be required to profile the consumer behaviour of a target market/segment(s) and use this insight to inform marketing decisions. 2,3,4 50.00 Sem 2 End
No Practical
No End of Module Formal Examination

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

 

Module Workload

Workload: Full Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 3.00
Independent Learning Every Week 4.00
Total Hours 7.00
Workload: Part Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 1.50
Independent Learning 30 Weeks per Stage 5.37
Total Hours 162.50
 

Module Delivered In

Programme Code Programme Semester Delivery
CW_HHMKT_B Bachelor of Business (Honours) in Marketing 3 Mandatory