5015MKT Portfolio with Subjective Personal Introspection-Consumer Behaviour Assignment, Coventry University

5015MKT Portfolio with Subjective Personal Introspection

Course Code: 5015MKT

Word Count: 3000 words +/- 10%

Module Name: Consumer Behaviour

Component Code: CW1

University Name: Coventry University

Table Of Contents:

• Assignment Information
• Assignment Task
• Marking and Feedback
• Assessed Module Learning Outcomes
• Assignment Support and Academic Integrity
• Assessment Marking Criteria

The work you submit for this assignment must be your own independent work, or in the case of a group assignment your own groups’ work. More information is available in the ‘Assignment Task’

section of this assignment brief.

Assignment Task

You are a consumer too. So how do you feel now you are becoming familiar with the theories of consumer behaviour and the tools and techniques available to marketers making use of these theories? Personal reflection forms a natural part of the research process and as students of behaviour you are now in a position to analyse the behaviour of others, but also reflect more personally on your own behaviour as a consumer.

Subjective personal introspection has often been a part of consumer behaviour research. As Brown and Patterson (2021 p.1349) point out, this type of research involves ‘the desire to better understand consumer behaviour through self-reflection, recollection, retrospection.
You are required to produce a portfolio of evidence in order to demonstrate your knowledge and understanding of consumer behaviour and the marketing strategies used to influence consumer behaviour gained from your engagement with this module. Your portfolio will be made up of 3 themes selected out of the 9 module themes listed below.

• Perception
•  Self
• Reference groups
• Learning and memory
• Attitudes
• Motivation, values and lifestyles
• Family, social class, and status
• Culture
• Decision-making

You are expected to demonstrate your depth of knowledge and understanding via your ability to:

• evaluate, compare and contrast relevant, current consumer behaviour theories and issues
• apply your understanding of consumer behaviour to a variety of marketing contexts
• reflect on your own behaviour as a consumer in the light of each chosen theme
• make use of varied, quality resources to build a constructive, critical discussion
• convey relevant information within the required format

As such, you are required to apply these concepts onto any business and explain how you have experienced these concepts being applied by the business. You may choose one business for all the concepts, or more conveniently, apply concepts onto several businesses as you have personally experienced.

The work will be submitted as a portfolio and be presented in a polished manner complete with contents pages, each section clearly identified and a final references section. All three chosen tasks should be completed and incomplete portfolios will be awarded a fail grade. The standard conventions of academic writing will be followed, including the overall presentation of the work and the use and inclusion of supporting references and quotations within the text when appropriate. Each individual task should comprise of the equivalent of approximately 1000 words. Images, tables, website screen shots etc. may be used exemplify and explain the application of theory to practice.

(Reference: Brown, S., & Patterson, A. (2021). Me-search? Search me! A new twist in the tale of introspection. Journal of Marketing Management, 37(13-14), 1343-1373.)

Assessed Module Learning Outcomes

The Learning Outcomes for this module align to the marking criteria which can be found at the end of this brief. Ensure you understand the marking criteria to ensure successful achievement of the assessment task. The following module learning outcomes are assessed in this task:

1. Explain and apply the main theories in consumer behaviour and how these can be applied in marketing endeavours.
2. Explain and evaluate the psychological underpinnings of consumer behaviour.
3. Evaluate social, demographic and cultural influences on consumer behaviour.
4. Critically evaluate contemporary issues in consumer behaviour.

Use of Artificial Intelligence (AI):

AI is a wonderful tool which is helping students and teachers alike in progressing forward. However, its use is subject to much criticism, especially when its use is unethical and  unauthorised. This assignment is categorised as amber for the use if AI, which means use of certain AI tools and approaches can, but not must, be used to assist the development of an assessment. It can only be used for the following purposes:

1. Inspiration: using AI tools to generate research questions, prompts (including reflective and creative prompts), search terms, key words, or means of inspiring ideas, such as: images, sounds, short pieces of music, short pieces of text, or quotations.
2. Sources and data collection: using AI tools to search, generate, or suggest sources, or to generate quizzes, polls, or questionnaires to use or adapt for data collection.
3. Summarising and consolidating notes and sources: using AI tools to summarise sources or notes, or to consolidate notes, images, data, programming code, or other materials from multiple sources into manageable blocks or other useful document formats.
4. Translation: using AI tools to translate small sections of your written or recorded work into the language(s) used in an assignment
5. Presentation: using AI tools to present data in an accessible format such as by generating, graphs, charts, tables, slides, images, word-clouds, animations, or captions.
6. Checking: using AI tools to proofread or check work, to generate prompts for proofreading or checking work, or to suggest improvements and feedback on work.

If using AI tools in the development of your assignment, you must reference which tools you have used and for what purposes you have used them. This information must be acknowledged before your reference list.

In the same line, it is your responsibility to keep a record of how your thinking has developed as you progress through to submission. Appropriate evidence could include: version controlled documents, developmental sketchbooks, or journals. This evidence can be called upon if we suspect academic misconduct.

Marking and Feedback

How will my assignment be marked?

Your assignment will be marked by the module team.

How will I receive my grades and feedback?

Provisional marks will be released once internally moderated. Feedback will be provided by the module team alongside grades release, which can be accessed via module Aula page.

Your provisional marks and feedback should be available within 3 weeks (15 working days).

What will I be marked against?

Details of the marking criteria for this task can be found at the bottom of this assignment brief.

Assessed Module Learning Outcomes

The Learning Outcomes for this module align to the marking criteria which can be found at the end of this brief. Ensure you understand the marking criteria to ensure successful achievement of the assessment task. The following module learning outcomes are assessed in this task:

1. Explain and apply the main theories in consumer behaviour and how these can be applied in
2. marketing endeavours.
3. Explain and evaluate the psychological underpinnings of consumer behaviour.
4. Evaluate social, demographic and cultural influences on consumer behaviour.
5. Critically evaluate contemporary issues in consumer behaviour.

Order this Assignment Now: £76