MGBBT0UCT Understanding Customers

This assignment has provided you with an opportunity to show your achievement of the following module learning outcomes:
1. Identify factors that influence consumer behaviour in different businesses and marketing contexts, including tourism.
2. Demonstrate understanding of contemporary consumer behaviour theories, concepts and models and their application to specific contexts.
3. Demonstrate practical implications of consumer behaviour theory in different businesses and marketing contexts, including tourism.

Write an essay on the micro and macro aspects of Understanding Customers. Use theories to support your argument. Use examples from tourism sector where necessary.
The essay must include:
a) Theories covered in the class sessions for understanding the micro aspect of consumer behavior.
b) Theories covered in the class sessions for understanding the macro aspect of consumer behavior.
c) You should include examples of industry practice from different organisations.

Please reference your work according to the Canterbury Christ Church University Harvard style guidance which you can access on Moodle.
How your work will be assessed
Your work will be assessed on the extent to which it shows your achievement of the stated learning outcome for this assessment (see above) and against other key criteria, as defined in the University’s institutional grading descriptors.
If it is appropriate to the format of your assignment and your subject area, a proportion of your marks will also depend upon your use of academic referencing conventions.

This assessment should be submitted electronically via Moodle (module tutors will discuss this process with you during class time).
• Please ensure that your work has been saved in an appropriate file format (Microsoft Word, PDF are the most widely used; Google Docs is also accepted). 
• You can submit your work as many times as you like before the submission date. If you submit your work more than once, your earlier submission will be replaced by the most recent version.

• Once you have submitted your work, you will receive a digital receipt as proof of submission, which will be sent to your forwarded e-mail address (provided you have set this up). Please keep this receipt for future reference, along with the original electronic copy of your assignment.
• You are reminded of the University’s regulations on academic misconduct, which can be viewed on the University website: Academic Misconduct Policy. In submitting your assignment, you acknowledge that you have read and understood these regulations