Module Details

Module Code: PSYC H3304
Module Title: Consumer Psychology and Behaviour
Title: Consumer Psychology and Behaviour
Module Level:: 7
Credits:: 5
Module Coordinator: Myles Kelly
Module Author:: Una Grant
Domains:  
Module Description: 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 will be able to:
# Learning Outcome Description
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.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Additional Requisite Information
No Co Requisites listed
 
Indicative Content
Profiling the Consumer
Classifying consumer markets; Segmentation & Positioning Strategies; Consumer Personas; Customer Journey Mapping; Changing Consumer & Future Trends.
Consumer Psychology
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.
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment100.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Project % of Total Mark 100
Timing Sem 1 End Learning Outcomes 1,2,3
Non-marked No
Assessment Description
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.
No Project
No Practical
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.

SETU Carlow Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Contact Hours Contact Contact hours may be a mixture of lecture, tutorial, guest speaker. They may involve blended / hybrid delivery. Every Week 3.00 3
Independent Learning Time Non Contact Learner hours include review and reflection on module resources; research and reading; reflection on learning; completion of assessments. Every Week 6.00 6
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Contact Hours Contact Contact hours may be a mixture of lecture, tutorial, guest speaker. They may involve blended / hybrid delivery. Every Week 1.50 1.5
Independent Learning Time Non Contact Learner hours include review and reflection on module resources; research and reading; reflection on learning; completion of assessments. Every Week 7.50 7.5
Total Weekly Contact Hours 1.50
 
Module Resources
Recommended Book Resources
  • MICHAEL R. SOLOMON. (2020), Consumer Behavior, 13th. Pearson, [ISBN: 9781292318103].
  • Solomon, Hogg, Askegaard & Bamossy. (2019), Consumer Behaviour: A European Perspective, 7th. Pearson, [ISBN: 9781292245423].
Supplementary Book Resources
  • Zubin Sethna, Jim Blythe. (2019), Consumer Behaviour, SAGE Publications Limited, [ISBN: 9781526450012].
  • Matthew Willcox. (2020), The Business of Choice, Emerald Publishing Limited, [ISBN: 1839820713].
  • Daniel Kahneman. (2012), Thinking, Fast and Slow, Penguin UK, [ISBN: 0141033576].
  • Marieke de Mooij. (2019), Consumer Behavior and Culture, SAGE Publications Limited, [ISBN: 9781544318165].
  • Richard Shotton. (2018), The Choice Factory, Harriman House Limited, [ISBN: 085719609X].
Recommended Article/Paper Resources
  • Journal of Consumer Marketing.
  • Journal of Consumer Research.
  • Journal of Consumer Behaviour.
  • Journal of Consumer Psychology.
  • International Journal of Consumer Studies.
Other Resources
Discussion Note: