Module Code & Title: MKT9117M Consumer Behaviour

Contribution to Final Module Mark: 100%

Assessment Task:

The report requires you to choose one brand from a product category and conduct a comprehensive consumer behaviour analysis.

This will require you to do the following with indicative word counts: 

1. Conduct appropriate consumer research in relation to the brand and the product category you have selected- Introduce your brand and provide a history of the brand and its products (500)
2. Based on your research, you will need to identify one key and current issue which has significant implications to an aspect of consumer behaviour providing evidence (e.g., the screenshot of consumers reacting to the issue on social media) (250)
3. Apply two consumer learning theories learnt in the module and how the brand has successfully applied these theories in their marketing and advertising efforts (One advertisement screenshot as evidence for the application of each theory by the brand) (1000)
4. Critically evaluate one consumer learning theory that can effectively address the issue identified in section 2. Discuss how the application of that one consumer learning theory will lead to the change in consumer attitude using one attitude model (1000).
5. Provide two actionable recommendations flowing from your analysis on what the brand could improve or do differently (250).

The purpose of the report is to assess your application skills and synthesis of information to a given purpose. Your competencies to research, apply, evaluate and critically analyse consumer behaviour frameworks should be demonstrated with the

assessment. You need to articulate and justify your argument professionally and provide recommendations which simulate marketing practice.

Learning Outcomes Assessed:

LO1 Identify and select contemporary issues and trends in consumer behaviour within the chosen industry

LO2 Apply and analyse consumer behaviour frameworks to identified issues

LO3 Critically evaluate selected consumer behaviour frameworks

LO4 Develop actionable recommendations to improve marketing practice

Knowledge & Skills Assessed:

Researching information;

Ability to use research for evidence-based decision-making; Synthesising information for a given purpose;

Apply and critically evaluate theoretical frameworks; Articulating arguments and justifying decisions.

Assessment Submission Instructions:

Your work must be submitted electronically on Blackboard under assessment via Turnitin by 13/05/2024 at 12 noon.

No paper or e-mail submissions will be accepted.

Please make sure that you submit your work on time, otherwise 10 marks are deducted for each day after your submission deadline.

Date for Return of Feedback: 03/06/2024

Format for Assessment:

The written report should be 3,000 words (excluding cover page, reference list and appendices, social media posts/images).

Please submit your report electronically on Blackboard via Turnitin UK.

It is your responsibility to keep your email receipt of your Turnitin submission.

Marking Criteria for Assessment:

- Pagination required? Yes

- Margins: At least 2.54 to left and right and text ‘justified’

- Referencing: Full compliance with Harvard protocols

Assessment Support Information:

Various types of Assessment support have been scheduled during the lecture at various points . The seminars w/c 12/12 and 09/01 and 16/01.

The Blackboard contains a Panopto recordings around assessment expectations and journal articles to stimulate further clarification and discussion.

Important Information on Dishonesty & Plagiarism:

University of Lincoln Regulations define plagiarism as `the passing off of another person`s thoughts, ideas, writings or images as one`s own. Examples of plagiarism include the unacknowledged use of another person`s material whether in original or summary form. Plagiarism also includes the copying of another student`s work`.

Plagiarism is a serious offence and is treated by the University as a form of academic dishonesty. Students are directed to the University Regulations for details of the procedures and penalties involved.

For further information, see www.plagiarism.org