Modules for course N1AY | MSC/BUSPSY
MSc Business with Consumer Psychology
These were the modules for this course in the 2018–19 academic year.
- PCP-4004: Consumer Psychology: Theory (20) Core Introduction to Consumer Psychology; Flavours of research; Perception & Categorisation; The Motivated Consumer; Brands; Advertising; Attention; Decision-making; Atmospherics; Individual presentations (formal). Key research articles will be distributed via Blackboard during the semester. It will be assumed that students have access to the required textbook. The examination will be based on the material covered in both of the following texts, the material presented in lectures, and other supplied reading material. TEXTS Required: Kardes, F.R., Cline, T.W., & Cronley, M.L. (2010). Consumer Behavior: Science and Practice (International Edition). China: South-Western Cengage. Recommended: Statt, D, I. (1997). Understanding the Consumer: A Psychological Approach. London, England: MacMillan Press Ltd. Note: The Statt book is dated but it provides a good, basic overview of the topic. It will be particularly useful to students less familiar with psychological terminology.
- ASB-4006: Marketing Strategy (15) The philosophy and process of marketing, including service operations; Planning in the marketing environment; Market research to understand the consumer; Organisational Behaviour as Buyers and Suppliers; Creating value for customers; Managing Competition and Managing Products; Communicating Value for Customers, versus Competitors; Implementing Integrated Marketing; Future threats and opportunites? - Internet, International and Integrity.
- PPP-4017: Nudges and Behaviour Change (20) Topics covered in this module will include decision making (results, brain areas, biases, irrationality etc). Choice architectures and how they influence decision making e.g. message framing. How decision making can be influenced "in the moment" e.g. through nudges and priming and in the "long term" e.g. behaviour change. Issues regarding applying these concepts to real world problems will be discussed througout.
- PRP-4009: Applied Consumer Psych (20) Core This module is intended for Masters level students working towards degrees in “Consumer Psychology and Business” or “Business and Consumer Psychology”. The module's aim is to provide practical research experience in consumer psychology and involves hands-on work with viable commercial enterprises. Students are partnered with local companies and are required to design and conduct a practical consumer research project, typically involving fieldwork (e.g., observation, interviews, surveys, focus groups). In completing this module, students learn how to communicate effectively with commercial groups, to develop and propose a feasible theoretically-grounded research project, to collect relevant data, to summarize findings, and to produce clear and effective oral and written reports. Project planning problems and data interpretation issues arising from the various projects are discussed each week so that students experience first hand the consumer issues faced by many companies working in different commercial sectors.
- ASB-4115: Management Research (15) • Research methodologies and philosophy: positivism and interpretivism; • Qualitative research methods and the search for meaning; • The process: selecting a research strategy and design; • Data gathering, documentary records, triangulation and mixed methods; • Quantitative research design and methodologies; • Analysis of quantitative data; univariate and multivariate analysis, factor analysis, cluster analysis, and MANOVA.
- ASB-4902: MSc Dissertation (60) (Semester 3) Core There is no set syllabus. The dissertation encourages students to develop a critical awareness of the professional skills relevant to the strategic management of a variety of business practices. Students choose their research topic, provided that there is suitable and sufficient reading material available, and a member of staff is available to supervise in the chosen area of study.
30 credits from:
- ASB-4007: Finance for Managers (15) (Semester 2) The different roles of accounting and its relationship to shareholder value and business structure; Measuring and reporting financial performance: the balance sheet and the profit and loss account; Management control and the use of budgets; The role of accounting information in marketing, operating, human resource and accounting decisions; Strategic investment decisions; The management of working capital; Sources of finance & financial markets.
- ASB-4010: New Venture Creation (15) (Semester 2) Entrepreneurship theory and evolution of the concept; Starting your own business; Creativity and Innovation; Franchising; Buying a business; Succeeding in family business.
- ASB-4426: Contemporary Issues in Mgmt (15) (Semester 2) Ethical dilemmas in management and organisation (critical management studies); Changing organisation structures and the implications for management; Managing across cultures; Contemporary approaches to leadership; Managing complexity and change; Managing for sustainability.
- ASB-4439: International Marketing (15) (Semester 2) 1. Introduction to international marketing; 2. The international marketing environment; 3. Internationalization theories; 4. Factors influencing market entry decisions; 5. Market entry strategies; 6. Building a global brand; 7. International marketing in practice (Case study); 8. Designing the international marketing programme; 9. Implementing the international marketing programme; 10. Issues and trends in international marketing.
- ASB-4440: Consumers in Global & Digital (15) (Semester 2) Introduction to consumer behaviour across cultures; The consumer as an individual part 1; The consumer as an individual part 2; Consumer decision-making; The role and impact of culture in consumer behaviour; Cultural theories and cultural value frameworks; The digital marketplace and its impact on consumers; Digital consumer behaviour theory; New trends in digital marketing.
- ASB-4521: Int'l Marketing Communication (15) (Semester 1) • Integrated marketing communication; • Application of contemporary communication theory and research methods; • International marketing communications strategies and planning; • Advertising and media planning; • Sales promotion and online marketing communication; • Public relations and exhibitions; • Advertising standardization and adaption; • Implementation and evaluation of integrated marketing communications strategy.
- ASB-4523: Marketing Analysis (15) (Semester 2) • Introduction to the marketing information system and the marketing research process • Types of marketing research data: Secondary data and Primary data • Measurement in marketing research • Data collection techniques and sampling issues • Introduction to data analysis • Hypothesis testing • Regression analysis • Multidimensional scaling and cluster analysis • Experimentation • Conjoint analysis