Current trends in consumer behaviour ppt

Assessment 2
Essay Guidance

*

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