FOUNDATION CERTIFICATE IN MARKETING
1.03 BEHAVIOURAL ASPECTS OF MARKETING - 2009/10
The objective of this course is that on completion students will be familiar with the fundamental social and individual variables which determine behaviour in the Irish marketplace.
1. The Nature of Behavioural Science
The relevance of behavioural science to marketing. Techniques for measuring and collecting data.
2. Research Methodology
Natural Science versus Social Science. An examination of the competing scientific principles. The theory and problems in different areas of research.
3. The Nature of Sensation and Perception
Product perception, perceptual selection, perceptual organisation, person perception, causal attribution.
4. Learning
The nature of learning. Behavioural and cognitive theories. Practical implications for marketing. Forgetting. Stages in the memory process. Information retrieval.
5. Intelligence
Nature and current issues in intelligence.
6. Personality
The nature of personality various approaches. Personality assessment/measurement.
7. Attitudes
The nature and formation of attitudes, attitude measurement and additional theories. Strategies for attitudinal change.
8. Motivation
The nature of motivation. Content, process and behavioural approaches to motivation.
9. Groups & Leadership
The nature of groups. Stages of Group development. Group performance and influence factors. Definition and approaches to leadership.
10. Organisational Design and Culture
Definitions, design, control & control.
11. Irish Society, Culture and Work
Current analysis of emergent demographic themes in Irish society.
1.03 READING LIST
Essential Reading
O’Grady, Martin (2001), An Introduction to Behavioural Science, Gill & Macmillan, Dublin.
Recommended Reading
Fridlund, A., Reisberg, D. & Gleitman, H. (2004), Psychology, 6th Edition, New York.
Buchanan, D. & Huczynski, A. (2007), Organizational Behaviour: An Introductory Text. London, Prentice Hall, 6th Edition.
Moorehead, G. & Griffin, R.W. (2007), Organizational Behaviour, Houghton Mifflin Company, 8th Edition.
McDonald, B. (2006), An Introduction to Sociology in Ireland. Gill and Macmillan, Dublin.
Saunders, M., Lewis, P. & Thornhill, A. (2007), Research Methods for Business Students. 4th Edition, Prentice Hall.
MacDonagh, J. & Weldridge, R. (2002), Behavioural Science for Marketing and Business Students, 2nd Edition, Gill & Macmillan, Dublin.
