Understanding Consumer Behaviour Course and Assessment

Assessment

Assessment This course will be assessed by the following: Individual Assignment You should keep a diary during a two-week period that documents your own consumer behaviour and the consumer behaviour you observe in others (people around you or on social media, television, film or other media). Then you should analyse what you think are the key aspects of your observations using at least two topics from your course (you can use more if you wish). Your observations can include visual material as well and you should have a minimum of 6 entries of around 250 words each from over the two-week period. 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 topics and the related academic literature, content, argument effectiveness and writing style. Your diary entries should be attached to your assignment as appendices and will not count in the word length. This assignment carries 40% of the grades 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. // 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 behavior • 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