BM2258
CONSUMER BEHAVIOUR
Coursework Brief 2015-16
The coursework comprises of an individual reflection assignment (50%) This will be a maximum of 2000 words, bibliography excluded from the word count and no appendices permitted. You will conduct an in-depth literature review of a specialist subject, to reflect upon your own experience as a consumer in relation to this subject and draw conclusions pertinent for marketing strategy
Evaluate a purchase you have made using the consumer decision making process framework and consumer behaviour theories. Please utilise theory in an analytical fashion and provide justification for your chosen area of focus in the context of the consumer decision making process.
You may choose any product or service you wish to be the focus of your project. According to your chosen product or service the focus of your essay (and therefore word count) should be appropriately apportioned to the stages of the Consumer Decision Making Process Framework. It is important to conduct further research in pertinent areas of theory and to analyse the marketing communications and branding of your chosen product or service.
ASSESSMENT CRITERIA
Knowledge & Understanding of Theory
You must demonstrate your consumer behaviour knowledge and understanding when describing the marketing strategy of the product/ service. Candidates will be expected to demonstrate understanding of the main theoretical consumer behaviour concepts and be able to show how these concepts are applied in the real world by firms in their marketing actions. The depth and clarity of arguments presented will form part of the assessment. Candidates are expected to reference academic research beyond that prescribed in the module outline and reading list.
Pragmatic Application of Theory
You must demonstrate that you have applied the relevant theories to the chosen product/ service and done so in a pragmatic fashion. Candidates will be expected to show their understanding of the product/ services positioning and the marketing actions associated with that product/service. The stages of the Consumer Decision Making Process should be identified and appropriate psychological principles analysed.
All assessments will be marked according the to the following assessment pyramid and as as per the Aston University Standard Assessment Criteria:
Starting with the bottom level, in sequence;
Knowledge – memorising information, remembering material but not necessarily fully understanding the material
Comprehension – restating in own words, paraphrasing, summarising, translating
Application – using information to solve problems, transferring abstract or theoretical ideas to practical situation. Identifying connections and relationships and how they apply. Using new knowledge.
Analysis – identifying components and determining their arrangement, analysing relationships between constructs and ideas
Synthesis – Combining information to form a unique line of argument; requires creativity and originality. Looking at the links between constructs
Evaluation – Making judgements considering supporting views, demonstrating critical thinking and strategic comparison.
Marking themes:
– Overall Knowledge and understanding of theory
– Specialist research concerning advanced topics
– Consumer Decision Making and influences
– Analysis of communications
– Presentation and Creativity
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