MKT40680 Consumers in a Digital Age

Academic Year 2021/2022

An understanding of the consumer, both online and offline, is an essential prerequisite for effective marketing strategy. This course seeks to provide students with a thorough knowledge of the key tools and frameworks for understanding the consumer, with a focus on consumer behaviour and its role in the development of marketing solutions. The course focuses both on theory and application, with an emphasis on its use, both the real and digital realms, in the development and deployment of marketing strategy. The course will focus on the enhanced digital influence of on the consumer as well how this feeds into core consumer marketing concepts. The course involves both the extensive use of applied cases, discussion, and also the use of guest speakers from industry.

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Curricular information is subject to change

Learning Outcomes:

On completing this module, students will be expected:
• To be able to explain and apply the principles of segmentation, targeting and positioning to consumer markets.
• To understand the role of and make decisions about the use of the marketing mix.
• To understand the impact of digital technology on the marketing mix.
• To understand and critically evaluate the role of strategy in decision making in consumer markets.
• Understand and evaluate the impact of digital technology in disrupting and changing consumer markets.

Indicative Module Content:

Indicative Content includes-
Consumers and Digital Disruption
Consumers and Innovation
Consumers and NPD
Off-line and Online Distribution to consumer markets

Student Effort Type Hours


Small Group


Specified Learning Activities


Autonomous Student Learning




Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Assignment: Individual Exercise Unspecified n/a Graded No


Assignment: Group Project Unspecified n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Spring No
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Group Feedback for the Individual Assignment Feedback per group for the Group Assignment

Name Role
Ms Nuala Doyle Tutor

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