Short Title:Behavioural Studies
Full Title:Behavioural Studies
Module Code:BEHV H2014
NFQ Level:6
ECTS Credits:5
Description:The aim of this module is to enable students develop a knowledge of behavioural science and its application to the marketing environment.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Appreciate the discipline of behavioural science and its applications in the marketing environment
  2. Identify the factors which influence individual and social perception
  3. Explain behaviourist and cognitive approaches to learning;
  4. Explain content and process theories of motivation
  5. Describe the characteristics, components, functions and sources of attitudes
  6. Present an informed and comprehensive opinion about the nature of personality
  7. Identify the purpose, categories process and stages of groups
  8. Understand the importance of culture and society in relation to behavioural studies

Module Content & Assessment

Content (The percentage workload breakdown is inidcative and subject to change)
  • Perception
    Sensation, perceptual selectivity, perceptual organisation, the individual’s perceptual world, social perception
  • Learning
    Behaviourist and cognitive approaches to learning, memory
  • Motivation
    State and trait motivation, drives, frustration, traditional motivation theorists, content and process theories of motivation
  • Attitudes
    Functions, sources, measurement, consistency models of attitudes, Fishbein’s theory of reasoned action, attitude change1
  • Personality
    Nomothetic and idiographic approaches, personality theories- Freud, Jung, Cattell, Rogers
  • Groups
    Categories, structure, development, power
  • Culture and Society
    Characteristics and components of culture, agencies and mechanisms of socialization, norms, roles, social class, status.
Assessment Breakdown%
Course Work30%
End of Semester Formal Examination70%
 Outcome addressed% of totalAssessment Date
Formal End-of-Semester ExaminationNone70%Semester End
Coursework Breakdown
TypeDescriptionOutcome addressed% of totalAssessment Date
Continuous Assessmentn/a30n/a

IT Tallaght reserves the right to alter the nature and timings of assessment


Module Workload & Resources

This course has no full time workload.
Required Book Resources
  • MacDonagh, J. Linehan. C., & Weldridge R. 2002, Behavioural Science: for Marketing and Business Studies, 2nd Edition Ed., Gill & Macmillan
Recommended Book Resources
  • Nelson, L.N., & Quick, J.C. 2003, Organizational Behaviour: Foundations, Realities & Challenges,, 4th Edition Ed., Thompson