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 papers) and industry practice (case-studies, industry reports).
Module Aim:
The aim of this module is to familiarise learners with the theories & concepts of consumer psychology and buying behaviour, and their application in effective marketing and digital marketing strategies.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1
Articulate the key theories, concepts and influencing factors associated with consumer psychology and buyer behaviour.
LO2
Recognise and evaluate the application of the key theories, concepts & influencing factors of consumer behaviour in marketing practice.
LO3
Identify and discuss the implications of changing consumer behaviour for marketing practitioners.
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.
Theories focusing on the concepts of: Perception, Attitude, Motivation, Learning & Memory, The Self;
Behavioural psychology and Nudge Theories;
Neuromarketing.
Consumer Buying Journey
Models of consumer buying behaviour - decision making & involvement; Decision making units; Customer Journey Mapping; Touchpoints.
Influences on Consumer Buying Journey
Internal and External Influence; Social influence; Tribes; Group & Family; Culture & Sub-culture; Nostalgia.
Assessment Breakdown
%
Continuous Assessment
100.00%
Continuous Assessment
Assessment Type
Assessment Description
Outcome addressed
% of total
Assessment Date
Project
Learners will engage with both academic and industry materials in the course of their studies and will be required to complete a project demonstrating achievement of the learning outcomes. This project will typically require learners to identify the application of key consumer psychology & behaviour concepts in marketing practice, and to reference both academic and industry sources. The project may be team based but will also include an individual module learning reflection. Formative feedback will be provided on draft submissions at key stages of the assessment process. Example projects may include: persona development; customer journey mapping; researching customer decision making.
1,2,3
100.00
Sem 1 End
No Project
No Practical
No End of Module Formal Examination
SETU Carlow Campus reserves the right to alter the nature and timings of assessment