Assessment Information

This assignment is designed to assess learning outcomes:

• Understand the major theories in consumer behaviour and be able to apply them to various consumption scenarios.
• Develop an understanding of how consumer behaviour can enable marketers to develop strategies which encourage consumption.
• Critically evaluate a contemporary issue in consumer behaviour.

This assignment is an individual assignment.

This assignment requires you to:

Critically identify a contemporary consumer behavior issue, which interests you and conduct a mini-literature review (LR).

Word Count
The word count is 3,000 words.

There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the word limit by 10% or more.
The word limit includes quotations, but excludes the bibliography.

Criteria for Assessment

To pass this coursework you will need to demonstrate:

Structure and Presentation 10%
Content is organised and appropriate; coherent; flow of information, arguments, and Concepts; Spelling, punctuation, grammar, layout, accurate CU Harvard Referencing style, writing style academic/professional

Knowledge and Understanding 40%
Identifies, explains, and draws on appropriate theories, models, literature to demonstrate depth and breadth of reading to address the question

Application 20%
Application of theory or practical examples given appropriate to context

Analysis and Recommendations 30%
Evaluation and critical analysis of the topic, synthesis of ideas/concepts, appropriate

References should be cited in conventional Harvard style and a breadth/depth of literature should be in evidence (minimum of 15 relevant journal references per report). Additionally, real-world examples and current data and background information, for example on the sector/product market(s) and environment, should be in evidence.

You will be expected to show your weekly progress towards the assignment in the seminars. More details will be provided during CW briefing session.