Assessment Brief

Instructions for assessment

Summative Assessment

The summative assessment consists of two components:

• An individual online test, (30%)
• An individual 3000-word report (70%)

Consumer psychology is an important aspect of marketing, as markets are becoming increasingly niche and complex.

The understanding of the way psychology affects consumption patterns online requires learning about theories of consumer psychology and reflecting on the ways this informs digital marketing strategies.

This will then be tested during the online test with a series of quiz-like questions and with an individual report to be submitted on Turnitin.

Both parts of the assessment will require students to acquire, understand and to be able to critically evaluate psychology principles and theories from the module.

1. individual online test (30%)

The first part of your summative assessment will be a multiple choice, objective response, or MCQ (Multiple Choice Question) which is a type of an objective assessment in which students are required to choose correct answers from the choices offered as a list. You will need to choose the correct answer from 4 possible responses.

This MCQ will consist of 40 questions addressing the key psychology theories and concepts covered on the module. Your questions will be assigned randomly from a master list of 100 and you will have 60 minutes to complete the test once you have started it. The test will be live for 3 days and will be accessed on the moodle page in the Assessment section by clicking on the link.

2. An individual 3000-word report (70%), 3,000 words.

The second part of your OCP assessment involves the write up of an individual report.

You are required to select one online marketing campaign and to critically analyse it using consumer psychology principles and theories from the module, identifying and discussing implications and limitations and including recommendations for improvement/development.

1. Select and describe one online marketing campaign
2. Critically analyse the campaign using theory and concepts from the course
3. Identify and discuss limitations and their implications, including recommendations for improvement/development of the campaign

• You are expected to use and cite academic sources and research, including the core text books and readings as well as academic journal articles.
• See the marking rubric/scheme for individual report below for guidance on how the marks will be allocated.

Report structure and presentation

Your report should be presented using a well-structured academic style. Your writing needs to be articulate and concise and should not exceed 3,000 words (+/- 10%) including tables and figures, but excluding references. In-text citations and references should conform to the Harvard referencing system. All written work should be proof-read for spelling and grammatical errors, and a contents page should be included. Do not use various font sizes and colours. Black ink, Times New Roman, font 12 and 1.5 paragraph spacing is recommended.

How will your individual 3000-word report be assessed?

Your work will be assessed by a subject expert who will use either the marking criteria provided in the section “Instructions for assessment” or the Marking rubric enclosed in the Appendix, as appropriate for this module. When you access your marked work it is important that you reflect on the feedback so that you can use it to improve future assignments.

Individual 3000-word report referencing and submission

You must use the Harvard System.

The Business School requires a digital version of all assignment submissions. These must be submitted via Turnitin on the module’s Moodle site. Your individual 3000-word report must be submitted as a Word file (not as a pdf) and must not include scanned in text or text boxes. For further general details on coursework preparation refer to the online information at StudentZone, http://studentzone.roehampton.ac.uk/howtostudy/index.html.

Marking and feedback process

Between you handing in your work and then receiving your feedback and marks within 20 days, there are a number of quality assurance processes that we go through to ensure that students receive marks which reflects their work. A brief summary is provided below.

• Step One – The module and marking team meet to agree standards, expectations and how feedback will be provided.
• Step Two – A subject expert will mark your work using the criteria provided in the assessment brief.
• Step Three – A moderation meeting takes place where all members of the teaching and marking team will review the marking of others to confirm whether they agree with the mark and feedback
• Step Four – Work at Levels 5 and 6 then goes to an external examiner who will review a sample of work to confirm that the marking between different staff is consistent and fair
• Step Five – Your mark and feedback is processed by the Office and made available to you.

Additional instructions for Re-sit

The same assignment task as for the main assignment (individual online test and individual report) period applies to the re-sit, with an additional reflective section, see further instructions below.

Re-sit deadlines will be published via Moodle. Visit the module’s Moodle site and check your Roehampton email account on a regular basis. The school is not obliged to check whether you have noticed re-sit deadlines.

Part 1 of the assessment, (the MCQ) will be composed of a new random selection of questions from the 100 question master question bank. A link will be provided on Moodle under the specific re-sit section on Moodle

Part 2 of the assessment (the individual report):

• You are required to improve and resubmit your original individual report using the resit turnitin box on moodle, as well as adding a further reflective 500 commentary at the beginning of your report (ie 3,500 words in total), reflecting on what you understand was weak, how you set about addressing this and what you have learned from this process. You should address the following specifically:
  • Identify tutor feedback points on your original work and identify where/how your resit assignment has been improved in response to this feedback.
  • Identify the lessons you have learnt from doing the resit
  • Reflect on how your feedback and this process with help you improve future assignments.
• If you did not submit work at the first opportunity you cannot reflect on feedback on it. However, you are still required to submit a reflective piece in which you identify your reasons for non-submission and how you propose submitting on time in the future.
• The original marking criteria will still apply, except that the 10% weighting for presentation will be awarded instead to your additional Reflective section. Thus, failure to include a Reflective section will result in a loss of 10% of the marks.

Deferred students

• You will submit your work using the specific Deferral Turnitin box on moodle and will NOT be required to add a reflective piece as this will effectively be your first assessment opportunity.