This assessment counts 60% towards your overall module mark.
Theories on consumer decision-making vary according to assumptions regarding the nature of human behaviour: compare and contrast the economic, passive, cognitive and emotional models of consumer decision-making.
Part 1 : Prepare a Group Report that critically analyses the different models of human behaviour in relation to consumer decision-making. Explain and illustrate(give example) how marketers take account of these models of behaviour. (2500 Words)
Part 2 : Reflect individually on how your understanding and interpretation of the consumer decision-making process might influence your thinking when applying marketing principles in future business roles. (500 words)
Required Reading
Schiffman , L., Kanuk , L., (2010). Consumer Behavior: International Edition 10th Edition, London: Pearson Higher Education
Recommended Reading
Taylor, C.R. and Lee, D., (2007). Cross-cultural Buyer Behavior. (Series: Advances in International Marketing v.18) Emerald Group Publishing.
Jobber , D., Lancaster , G., (2009). Selling and Sales Management. 8th Edition. Financial Times Press
Solomon, M., (2011). Consumer Behavior: Buying, Having and Being, Global Edition, 9th Edition, Pearson Higher Education.
Additional Resources:
www.cim.co.uk/home.aspx – The Chartered Institute of Marketing presents news, analysis, case studies, links and other valuable resources for marketers.
www.themarketer.co.uk – The Marketer, published by the Chartered Institute of Marketing, with how-to articles, marketer interviews, case studies and more.
www.marketingweek.co.uk/ – MarketingWeek – news and analysis of developments around the U.K. and Europe.
www.marketingscience.info/ – From the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia, articles about marketing research.
www.statistics.gov.uk – Consumer and business market statistics the UK
SECTION A: Group Report
This section is worth 80 marks
Marks Available
Marks Awarded
LO Number
Learning Outcome Descriptor
LO1
Critically evaluate alternative theory on the nature of the individual consumer
0-20
L02
Analyse psychological and social influences on consumer behaviour
0-15
L03
Evaluate Influences of culture on consumer behaviour
0-15
L04
Demonstrate the ability to synthesise and communicate information in a manner appropriate for its intended audience
0-15
L05
Work effectively as a group member, ensuring group objectives are met
0-15
Comments
Section A Total
0
SECTION B: Individual Reflective Report
This section is worth 20 marks
Marks Available
Marks Awarded
Criteria
Level Descriptor
Professional Presentation
Very poor presentation, organisation and basic issues with use of written English.
0
Poor presentation, badly organised, weak communication in written English.
1
Acceptable level of presentation, some issues with overall structure, no serious faults in use of English.
2
Good level of presentation and clear structure, good use of English grammar & syntax.
3
Outstanding level of presentation, faultless and compelling use of English grammar & syntax
4-5
Understanding of human behaviour concepts and their influence on consumer decision-making
No attempt to demonstrate understanding of key learning points in relation to the assignment.
0
Limited attempt to demonstrate understanding of key learning points in relation to the assignment.
1
Some attempt to demonstrate understanding of key learning points in relation to the assignment. Some clarity lacking and with limited analysis of relevant theory.
2
A well-considered reflection of key learning points in relation to the assignment or their personal development. Some detailed analysis of relevant theory, but could have offered more depth.
3
A detailed and persuasive reflection on key learning points in relation to the assignment. Consistent and detailed analysis of relevant theory.
4-5
Application of learning to the workplace and personal development
No attempt to apply learning points to the workplace or personal development.
1-2
Limited attempt to apply learning points to the workplace and personal development.
3-4
Some attempt to apply learning points to the workplace and personal development. Some evidence of appropriate themes in response to the question set, but lacking clarity.
5-6
A well-considered application of learning points to the workplace and personal development. Evidence of appropriate themes in response to the question set, but lacking clarity.
7-8
A detailed and persuasive application of learning points to the workplace and personal development. Accomplished analysis of appropriate themes in response to the question set.
9-10
Section B Total
0
Assessment Total (A+B)
0
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