Brief Outline and Aims of the Course
Understanding consumer behaviour is critical for understanding not just the marketing environment, but also the nature of the society in which we live. This module seeks to develop critical understandings of consumer behaviour that will hold relevance both inside and outside the domain of marketing practice. This module is best suited to those students who are open to new ideas, who are self-motivated, willing to read extensively and contribute widely to class discussion and who are curious about the nature of contemporary consumption, markets and culture.
Learning Outcomes
By the end of this course you will be able to:
• Assess and evaluate the factors, internally and externally, through which we understand consumer behaviour
• Apply relevant consumer behaviour theories in understanding the impact of marketing strategies
• Develop critical and reflexive understandings of the nature of consumption, markets and culture
• Appreciate the complexity of consumer behaviour
The essay is to be 2,000 words in length and must contain a reference list of all sources consulted (not included in word length). Marking will be on the basis of research effort, engagement with appropriate academic literature, content, argument effectiveness and writing style.
Topic: Select a film of your choice and analyse the role of consumption in the narrative. In building your argument, use theories and examples illustrated in class.
The essay MUST draw on and refer to the course material: this is important. You have studied a course and the essay must reflect your engagement with and understanding of the course content. The essay will also earn additional credit for referring appropriately to other published academic work. It must show evidence that you have understood the course material, and also that you can build on the material to develop your own arguments. Arguments must be logically and clearly expressed and supported with evidence, citations to other work and careful reasoning. The essay must be fully referenced Harvard style.
Assessment Rubric
Good (50%+)
The essay coheres to the coursework brief and addresses a topic that is connected to consumer behaviour
The essay draws on material from the course content to discuss consumer behaviour
It demonstrates some understanding of the chosen sub-topic topic within the wider field of marketing
The discussion attempts to mount critical arguments
The essay is written in adequately clear English
Use of Harvard citation style to support points is relevant and largely accurate
Very Good (60% +)
As above, plus:
The essay demonstrates good understanding of the idea of consumer behaviour drawing on the course content and also on some additional relevant scholarship in the field of consumer behaviour
The English expression is largely clear, coherent and grammatically correct
The essay builds a clear argument by outlining critical marketing and then by locating the chosen sub-topic within the wider marketing field
The discussion of the chosen sub-topic is clearly critical from any or all of ethical, political, functional and intellectual perspectives.
Excellent (70%+)
As above, plus:
The essay offers a highly fluent and insightful account of consumer behaviour drawing on a sound understanding of the course content
The essay draws not only on course content but also on substantial additional scholarly material
The English expression is clear, grammatically accurate, and supported by Harvard citations in a strong academic writing style