Discuss how two different trends in marketing can influence consumer behaviour?
Assessment 2
Essay Guidance
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Key Information
- Individual assignment
- Worth 70%
- 1,500 word limit.
- No +/- 10% rule
- The word count should be stated at the top of the document.
- Submission deadline: Friday January 29th, 2021, 23:55
- Submission method: via turnitin on moodle. This meets LOs 1-5:
Assessment 2 : LO4
Discuss how two different trends in marketing can influence consumer behaviour [LO1]? Illustrate your answer using theory and recent examples[LO2]. One of the trends must include sustainable marketing [LO5]. The second trend can be chosen from the following:
- Global Marketing
- Identity Marketing
Learning Outcomes (LOs)
Demonstrate knowledge and understanding of key concepts and theories of consumer behaviour.
Practically apply consumer behaviour theories, models and concepts
Understand and critically evaluate the factors affecting consumer behaviour
Develop an understanding of how consumer behaviour can be applied to current topics in marketing
Engage with sustainability by addressing concepts such as ‘green consumption’, ethics and corporate social responsibility.
Links to Consumer behaviour
- Consumer Behaviour elements should include key theories and concepts covered in the first half of the teaching block.
- Select a few that are best suited to your topic. Make sure you can link them.
- They include the following:
- Decision making, involvement, Needs & risk
- Learning, Memory & Sensory processes
- Attitudes & Motivation
- Group Influences
- Cultural Influences
Sources – remember academic content
- You must evidence that you have used a range of different academic material including
- Industry reports
- News articles
- Academic text books
- Topic specific journal articles
FAILURE TO INCLUDE A REFERENCE LIST WILL RESULT IN LOSS OF 10 MARKS
Sections
- Introduction - 10% of marks (suggested word count 100-150wds)
- Write a general introduction that introduces both trends
- Main Body (suggested word count 600-650wds per trend)
- Sustainability – 30% of marks
- Trend – 20% of marks
- Links to consumer behaviour – 20% of marks
- Conclusion -10% of marks (suggested word count 100-150wds)
- Write a general conclusion for both trends
- Presentation -10% of marks
- Presentation, referencing (APA 7th) grammar, spelling etc…..
Familiarise yourself with marking scheme on moodle
Support with your Essay
- Essay Support & Guidance:
- Moodle: January 11th-17th
- Study Support, Library, Referencing
- Opportunity to show some of your work and get feedback
- January 11th-17th : Essay plan
- January 18th -24th : Essay paragraph
- Optional
- N.B. Seminar tutors will only provide feedback on work that they see in person.
- This does not mean telling you what to write in your essay
- It also does not mean emailing drafts for us to comment on
- Overall Guidance
- Justify your content and support using references
- General Essay & language support
- Portsmouth Business School Study Support : studysupport@port.ac.uk
- Tuesday January 25th, 8.30a.m.
Submission : Friday January 29th, 2021, 23:55
- Moodle: Assessment & Support Materials
- Assessment 2 – Submission Dropbox
- Seminar group
- Turnitin and similarity
- ECF
- Marks released: February 26th, 2021
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