Deadline: 04 June 2023, 11:59 am

The coursework will consist of a report based on a group project (2,500 ± 5% words no leeway).

You have a choice of two group projects, select ONE.

Topic 1: Perfumes

Part A: Discuss the different motivations identified in the literature for the purchase of symbolic products such as perfumes. In doing so you must acknowledge the different product classifications identified by previous literature.

Part B: With your group, conduct 2 focus groups to uncover the motivations for the purchase of perfumes. Analyse your findings and compare them with existing literature on motivations identified in part A.

Topic 2: Fast-Food

Part A: With your group identify the evaluation criteria for the selection of a fast-food restaurant to dine. Provide an evaluation of the different fast-food restaurant chains discussing your choice of decision rule.

Part B: Create a printed advertisement with a promotional message that provides the consumer with a decision strategy to follow in choosing a fast-food restaurant to dine. Students will be briefed about the assignment topics in the first session. However, note that to address the assignment you will need to conduct primary research as requested by the topic you select, and also review the academic literature on the topic. In doing so you will be required to retrieve and use academic articles in the area of your focus. Further information about structure will be provided in the first session.

Note:

Your reports will be checked for plagiarism with the help of Plagiarism Detection Software. 25% of your project score will be deducted if your work showed a plagiarism of more than 20%. You have to give a full reference of text used in coursework at the end of written essay for which you are advised to use APA Referencing Style.

Structure and Content of Presentation

You would normally start your essay with an Introduction in which you introduce your topic, indicate the scope of your essay, and provide an outline of the structure of your presentation – i.e., what you are going to include.

Content

You will develop your own structure for the essay and use the reference sources within that structure to discuss particular issues, present findings and other evidence. Use some headings so that your main sections are clearly identifiable.

Structure

There is no prescriptive framework/structure: you should decide for yourselves.

Conclusion

Remember to include a brief Conclusion in which you summarise the key findings from your project.  You may wish to include comments about possible concerns/issues for the future.

You will be evaluated on the basis of the following:

1. Introduction: Does the student establish some basis for discussion? Is the point clear? Is the point arguable but not obvious? (2 Marks)
2. Body: Does the student develop his or her essay as set forth in the introduction? Does each sentence and paragraph appropriately follow the preceding sentence and paragraph? (Is this going anywhere?). (4 Marks)
3. Conclusion (Feedback to the brands): Does the student conclude or some point from which one would want to pursue further investigation and consideration? (4 Marks)
4. Academic Style and Language Use: Does the student employ the elements of style and language on a level appropriate for university studies? Does the student follow Harvard or APA Referencing style? (2 Marks)
5. Analysis and Focus on Assigned Topic: Have all points been well explained and developed? Does the student demonstrate a mastery of ideas and concepts? Is the entire essay related to the assigned topic? (3 Marks)

Length of essay

This is only 2500 ± 5 % words. So, you will need to prioritise with respect to how you present your research.

Advice: Often, some material can be presented in a diagram, table or chart which effectively condenses and displays it to save words. This might be included in appendices which are not included in your word count.

Presentation

• Essays should be impersonal: avoid the uses of “I”, “we”, “you”
• Ensure that sentences have verbs
• Do not start sentences with the words “and” or “but”
• Good English is essential: no jargon or slang please
• Think about what you are writing. Make sure sentences make logical sense.
• Aim for good grammar and correct use of apostrophes!
• Avoid carelessness with spelling, and miscopying of names from reference sources
• Submissions must conform to the style guidelines given below.

Style Guidelines for Essays

General

• 12pt Times Roman font, except for title on page 1.
• Double line spacing
• Printed one side only
• Justified text alignment (except title and headings)
• Margins: 2.5cm on all sides.
• No footnotes permitted. Use Endnotes and keep these to a minimum.
• Length: It is imperative to adhere to the page limit (word count)
• Place page numbers at the bottom of each page (centre or right corner).

Page 1

• Title of the paper: centred in bold 14 pt Times Roman.
• NO Name of author!! Only your student number
• Abstract: 100 – 250 words in 12 pt Times Roman. This should consist of a number of paragraphs suitable to give an overview of your work.

Page 2

• Title (no authors): in 12 pt Times Roman, centred.
• Start the paper.

Headings and notes

• Headings: a main heading, designating the topic of major sections should be centred, bold and capitalised.
• Secondary headings: left-aligned.
• Tertiary headings: italics, left-aligned, underlined.
• Notes: at the end of the paper, preceding the references.

References and citations

Reference citations in the text

Citations in the text should be by the author’s last name (no initials!) and year of publication enclosed in parentheses: E.g. (Thorelli, 1960).

 If you use the author’s name in the sentence, there is no need to repeat the name in the citation; just use the year of publication in parentheses, as in “The Howard Harris Program (1966)….”

If a particular page, section, or equation is cited, it should also be placed in the parentheses. E.g. (Thorelli, 1960, p. 112) or (Thorelli, 1960, Table 1). When citing material from book sources, you should always include the page numbers.

For multiple authors, use the full citation for up to four authors; for five or more, use the first author’s name followed by “et al.” (no italics). E.g. “Henneberg et al. (2009) suggest that…” (Authors were: Henneberg, Gruber, Reppel, Ashnai, Naude and Huber)

A series of citations should be listed in alphabetical order and separated by semicolons: (Thorelli, 1960; Welch, 1981).

Avoid lack of a reference citation(s) when “discussion” is taken from a book, journal article or other source i.e. material taken from reference sources with insufficient citation. You must provide citations for every quote and for every summary you make from published work!

References

References are to be listed alphabetically, last name first, followed by publication date in parentheses. The reference list should be typed double spaced on a separate page. Do not use indents or tabs. Put two hard returns between each reference. Limit the references to only those that have been cited in the body of the article, including notes, tables, and figures. – You are responsible for the accuracy of your references. Check them carefully.

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