Faculty of Business and Law

Faculty of Business and Law

Assignment Brief

Assessment Information

This assignment is designed to assess the following learning outcomes:

Students must be able to:

Demonstrate an understanding of the main theories in consumer behaviour and how these can be applied in marketing endeavours.

Understand the psychological underpinnings of consumer behavior

Produce a critical analysis of a contemporary issue in consumer behavior

This assignment is an individual assignment.

Coursework Questions:

The coursework comprises of a 2250-word individual essay on the below topic:

Using theories of consumer behavior discuss and analyse how cultural values and social class influence pro-environmental consumption.

A penalty of 10% of the mark is applied if the word limit is exceeded more than 10% or is below the limit by more than 10%

Criteria for Assessment

To pass this coursework you will need to demonstrate:

o    The ability to access and research appropriate academic literature.

o    The ability to APPLY theories of consumer behaviour or to apply to the essay what was read in the appropriate academic literature

o    Skills of analysis, compilation and structure.

o    Essays should be more than descriptive collations of library material and should illustrate relevant aspects of theory and practice, and demonstrate thoughtful and critical analysis of issues.

Marks will be therefore be awarded for evidence of:

o    good research skills and the effective use of appropriate literature throughout the essay

o    analytical rigour (good analytical skills)

o    a critical perspective throughout the essay

o    demonstration of understanding of all relevant concepts

o    good application of theory to practice

o    use of appropriate examples throughout the essay

o    practical insight

Note:  The essay must be fully referenced using Coventry University Harvard style.

Word Count

The word count is 2250.

There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the word limit by 10% or more.

The word limit includes quotations, but excludes the bibliography.