Advanced Consumer Behaviour - MK564
ADVANCED CONSUMER BEHAVIOUR
MK 564
- Course Outline -
Objective
Engaged and sophisticated consumers have profound implications for
marketing in general and consumer decision making in particular, and vice
versa. As the world faces global networking, instantaneous
communications, new technologies, the global financial crisis and the
emerging phenomena of social networking, organisations are doing
business with customers in new and innovative ways. Consumers
increasingly drive the co-creation of value and unique exchanges with
companies, organisations and government. In addition, consumers place
importance on social responsibility, being intolerant of management
scandals and corporate/organisational misconduct. Marketers, in response,
in the public, private and third sectors alike, are balancing social with
economic concerns, the needs of many stakeholders and constituencies, and
the effects of their decisions across a broad array of consequences (not just
the bottom line). As a consequence, consumer decision making, intentions,
attitudes, information processing strategies, evaluation methods and
purchasing patterns are changing.
The primary aims of this course are to develop a critical approach to the issues
involved in advanced consumer behaviour and contemporary marketing practice.
Lecturer
Time
Name
Office
Ext
E-mail
Dr. Christine
Domegan
Room 334,
Marketing,
Cairnes
School
2730
christine.domegan@nuigalway.ie
Day
Time
Venue
Thursday
3-5pm
LH2 St. Anthony’s
Lectures
Upon completion of this course, students will have achieved the following:
Overall
Learning
Outcomes
Knowledge based outcomes:
 Demonstrate mastery and understanding of the key components of
Advanced Consumer Behaviour.
 The ability to confidentially discuss the conceptual and methodological
issues that underlie Advanced Contemporary Consumer Behaviour.
 Critically reflect and challenge recent developments in the consumer
behaviour and marketing domain.
Dr. C. Domegan | Advanced Consumer Behaviour | MK564
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Advanced Consumer Behaviour - MK564

Synthesise emerging areas in buyer behaviour with contemporary

marketing practice.
An opportunity to build upon course material for dissertation purposes.
Skills based outcomes:
 An insight into contemporary issues in relation to the theory of the topics
outlined above.
 An ability to advise a company on the key area of expertise researched.
 An understanding of the requirements of writing and referencing a report for
assessment, and presenting key points in a concise way.
 Greater experience in presentation skills, both through the use of audiovisual
media and oral presentation.
Format
Programme(s)
This course comprises one two-hour lecture over the 12 weeks of Semester I.
MSc (Marketing)
The final grade will be calculated as follows: 25%
Group Presentation
 25%
Group Presentation
 50%
Written Exam
Assessment
PRESENTATIONS – Concepts, Theory, Cases & Exercises (25%)
Working in groups that will be assigned in class, students will present the
main issues in relation to their designated area. Each group will be required
to present their findings from academic readings in the designated area.
Presented in PowerPoint format, each group is required to email the
presentation to the lecturer on the day of the presentation.
In addition, the group is required to provide a one page critical analysis of
each of the readings used and are asked to provide questions with which to
guide the discussion among their colleagues. Presentations are a max. of 30
mins with 10 mins Q & A. Marks will be awarded for the best 2 of 3
presentations.
EXAM
The exam is a two hour written paper.
Workload
Course
Readings
Credit weighting:
5 ECTS
Recommended Reading:
Text: Critical Thinking in Consumer Behaviour; Cases and Experiential
Exercises by Judy Graham, 2nd Edition, 2010.
Each group is required to read extensively on their chosen topic including
relevant text books, academic journals and business articles. Articles can be
sourced on the library database: http://eknowledge.library.nuigalway.ie.
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Advanced Consumer Behaviour - MK564
Course Schedule:
Date
TOPIC
Week 1,
Introductory Session
Week 2
Groups 1,2,3: Assignment 4
Groups 4,5,6: Assignment 5
Groups 7,8,9: Assignment 6
Week 3, Sept 23rd
Groups 1,2,3: Assignment 8
Groups 4,5,6: Assignment 9
Groups 7,8,9: Assignment 7
Week 4
Groups 1,2,3: Assignment 12
Groups 4,5,6: Assignment 10
Groups 7,8,9: Assignment 11
Week 5
Groups 1,2,3: Assignment 13
Groups 4,5,6: Assignment 14
Groups 7,8,9: Assignment 15
Week 6
Groups 1,2,3: Assignment 17
Groups 4,5,6: Assignment 18
Groups 7,8,9: Assignment 16
Week 7
Groups 1,2,3: Assignment 21
Groups 4,5,6: Assignment 19
Groups 7,8,9: Assignment 20
Week 8
No Class – Applied Marketing Research Block Release
Week 9
Groups 1,2,3: Assignment 22
Groups 4,5,6: Assignment 23
Groups 7,8,9: Assignment 24
Week 10
Groups 1,2,3: Assignment 27
Groups 4,5,6: Assignment 28:1
Groups 7,8,9: Assignment 26
Week 11
Groups 1,2,3: Assignment 32
Groups 4,5,6: Assignment 31
Groups 7,8,9: Assignment 30
Week 12
Class Review
Dr. C. Domegan | Advanced Consumer Behaviour | MK564
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