This module addresses the critical discipline of consumer behaviour and the interaction of consumers with organisations, and other consumers, in a digital environment. The module therefore provides students with an opportunity to develop a critical understanding of the theoretical foundations and practical applications of a consumer-led approach to marketing.
Digital marketers need to be aware of how consumers operate in an online context, for example, with reference to their search behaviour pertaining to purchasing decisions, and also with regard to their ability and predisposition to upload, create and share information online.
Online platforms such as social media provide consumers and marketers with an opportunity to enter into dialogue with each other, and also as a means for consumers to forge connections with like-minded members. As such, these platforms can provide marketers with access to valuable information about consumers which accordingly requires the marketer to be au fait with the range of established and emerging research tools which assist in the exploration and the generation of insights into consumer behaviour.
- What does it mean to be consumer led?
- Consumer behaviour.
- Cyber psychology.
- Consumer interaction.
- Online research methods.
- Research platforms, tools & techniques.
- Consumer trends analysis.
- Consumer led design.
- Social Media Research.
- Legal and ethical implications of online research.
The module will be delivered by way of lectures and class discussions, which will place a strong emphasis on individual student contributions. Peer-directed learning is actively encouraged amongst students and can be facilitated by the use of case studies, in-class presentations and debates. Throughout the module, students are encouraged to undertake independent reading to supplement and consolidate the theoretical content and to broaden their individual knowledge and understanding of the subject. A number of workshops will be integrated into the programme whereby guest lecturers will be invited to demonstrate specific tools and practices inherent in the application of consumer-led marketing. The aim of these workshops is that students will be given an opportunity to engage with and apply these tools and practices in a business environment. Outside class contact time, the students may access material or post contributions to a dedicated online resource, namely TU Dublin’s use of the online learning platform, Brightspace.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |