Courses / Module

• Explain how consumers / customers make purchasing decisions;
• Evaluate socio-cultural and psychological influences on consumer behaviour;
• Describe what market segmentation is and apply segmentation based on different characteristics;
• Explain the important elements within the marketing mix (the basic “tools” of marketing); and
• Adapt the traditional tools of marketing for a digital world.

• This course is delivered through four days of module content, but needs to be supported by more than double that amount of time in independent study, reading and research. Lectures are important signposts to learning, but are only part of the educational process at third level. The learning process has therefore been designed to provide students with two broad workload categories: a) Taught lectures with lectures exploring both required and self-directed reading material b) Individual reflection to develop students’ critical thinking skills. This module is structured around a series of lectures, readings, papers, case studies and video materials. All students will be encouraged to engage in class discussion in order to facilitate the formation of their critical judgments. Teaching methods will be constructivist, i.e. they will be delivered in the form of scaffolding for the learner who will be encouraged to construct their learning under guidance and with intensive participation.

• Module Graded (numeric value) or Ungraded (Pass/Not Passed): Graded

• Pass standard: 40%
• Could the result of this module be capped? This result of this module may be capped (including the resit in August) if the attendance requirement at the first sitting has not been met.
• Penalties: Students are expected to attend all lectures, seminars, and workshops. Where attendance falls below 75%, a student is deemed to have not passed a module. Standard School of Business penalties apply for late submission of assignments; 10% is deducted for each 24 hours (or part thereof) that an assignment is submitted after the official submission deadline. Personal exceptional circumstances policy of the School of Business and University may apply.

• Are supplemental/resit registrations permitted? Yes
• Students are permitted to repeat an element of the module should they fall below the Pass standard in their first attempt.

For a full timetable search, go to NUIM Timetable. Venue locations can be found here.