Guidance document: Tips for Individual report assessment
BIK0028/BIH2014
Individual report Assessment
- Individual report (80%): 2000 words
- Deadline: 12/01/2024 before 3 pm (UK time).
- Full brief uploaded on Brightspace.
- The use of AI tools is not permitted in any part of this assessment.
- The 2000 word limit does not include:
- Title page
- Content page
- The reference list.
- Appendix (optional: no important details or new insights should be discussed here).
Assessment
- Using the principles and theories covered throughout the module, analyse the consumption and behaviour of the consumers of a luxury
brand of your choice.
- “Luxury brands are regarded as images in the minds of consumers that comprise associations about a high level of price, quality, aesthetics,
rarity, extraordinariness and a high degree of non-functional associations” (Heine, 2012, p.62).
- For BIH2014 students only this luxury brand must be within the hospitality and tourism industry (e.g., luxurious hotel, restaurant, etc.)
Your work should include the following
• A brief introduction to the selected brand
- A profile of your targeted consumer (i.e., who are they, their
characteristics etc.)
• Your analysis of consumers’ behaviour and their consumption
E.g., why would they be interested in the product, how could you explain their behaviour and consumption, what process do they go through or what influences them. Your recommendations to the brand
- Credible references to support your analysis.
Assessment criteria
- A clear introduction to the brand (5%).
- A clear consumer profile (5%).
- Knowledge of the key concepts and theories required in the assessment task (25%).
- Application of knowledge (i.e., your analysis and recommendations) (35%).
- Use of referenced evidence and sources to support your analysis/argument (10%).
- Structure and style in supporting the development of ideas (20%).
Assessment criteria: A clear introduction to the brand
Provide some background information, this includes:
- Brief overview of the brand (e.g. who are they and what they do).
- Clarify the type of product/service you are focusing on (e.g., clothes,
bag, hotel).
Use market reports and credible sources for this
Assessment criteria: A clear consumer profile
- Who are the consumers you are analysing their consumption behaviour?
- What are the similar characteristics you are using to segment consumers?
Assume you are focusing on consumers based in the UK
Use a minimum of two segmentation variables. For example, two Demographic & Psychographic (e.g. age/gender and lifestyle/self-concept).
A simple, but very important task, as you need to be consistent throughout your analysis and in the report.
(e.g. if you say you are targeting wealthy consumers, your recommendations must reflect that).
Variables for market segmentation
Consumer segmentation
Behavioral segmentation
Psychographic segmentation Demographic segmentation
Benefits desired Brand loyalty
Usage situation, extent
Lifestyle Personality
Self-concept
Age, Gender
Culture, Subculture
Social class, occupation, income etc.
Geographic
Stage in life, Ethnic group, religion etc.
Assessment criteria: A clear consumer profile
- Communicate this through a consumer persona profile template or a small table with clear bullet points.
- For the consumer persona profile, could give them a name and describe the segmentation variables you choose.
For example:
- Demographic and Psychographic variables (e.g. Age, Gender; Lifestyle/identity etc.)
- Might also include details like their likes/dislikes, interests etc. This might help with clarifying who this consumer is and what might appeal to them or influence them.
Assessment criteria: Knowledge of the key concepts and theories
An excellent report would typically include:
- Key and relevant concepts/theories have been defined and explained.
- Relevant concepts have been differentiated and compared with each other (when applicable).
Assessment criteria: Application of knowledge
- What concepts/theories are relevant to explain your targeted consumers consumption of the luxury product/service?
Why would they be interested in the product/service? (e.g. a Chanel bag/luxurious restaurant); What might influence their consumption or what process did they go through before making a purchase?; Explain what is happening in detail, using theories.
- There are multiple theories (use all possible ones within the word limit) that help explain consumer purchase/behaviour for your product option. This is similar to what we have been doing in the seminars.
Assessment criteria: Application of knowledge
- You need to discuss in detail how a theory explains this scenario and link it to other relevant concepts.
e.g., if you believe the DMP is relevant, you need to discuss the process in detail and refer to relevant concepts/theories like levels of involvement/perceived risks, evoked set, etc.
- Making recommendations to the brand based on your analysis
- Need to be specific (e.g. can’t just say they need to do more marketing communication); what should the brand do to influence consumers to buy the product and why? For example, describe the advert.
- One recommendation should focus on how the brand could better utilise social media to influence consumer behaviour.
- Need to refer to theories/concepts to justify why you are making a particular recommendation.
Assessment criteria: Use of referenced evidence and sources
An excellent report would typically include:
- Correct reference using the APA style (see the library for guidelines).
- Use academic references and credible non-academic sources (e.g. market reports) to support all statements/examples.
- Include a reference list using the correct APA style (not included in the word limit).
- Don’t reference me or the lecture instead of the original academic source (e.g. textbook, relevant academic articles).
Use references to support your explanation
- Remember that you need to use credible sources to support your explanation/recommendations. These could be:
- Academic sources (textbook, journal articles, academic books, etc., accessed through summons)
- Market reports (e.g. Mintel) and other databases through the library website.
References: The order of credibility
- Academic sources
(Textbooks, journal articles, from summons)
- Market Reports (e.g. Mintel) and other databases through the library website.
- The brand official website
Definitely use it in the report (most credible).
Definitely use it to introduce the brand you are focusing on.
Can use to support your recommendations.
Might use to provide relevant insights/examples to support your point
Never use the following as sources:
- Wikipedia
- Random and untrustworthy websites.
- Posts from social media.
Go to the academic source (e.g. textbook) or a credible source (e.g. a market report)
Assessment criteria: Structure and style
- Follow a report format (i.e., introduction, main body/analysis, and conclusion).
- Heading and sub-headings to structure your report.
- New paragraph for each point. Paragraphs are connected to each other in a clear and logical way.
- Theories/Concepts, examples etc are integrated and coherent.
- The writing is clear, easy to understand, and free from spelling and grammatical mistakes.
Assessment criteria: Structure and style
Suggestions for structuring the report
Introduction:
- A brief introduction/overview of the report.
- A profile of your targeted consumer (i.e. who are they, their characteristics etc.)
Main body:
- Your analysis of your targeted consumers’ behaviour and consumption of the product/service.
- Making recommendations to the brand based on your analysis.
- Conclusion: Summary of the report
General Guidance
- Write a report in third person style – don’t use “I” or “we” or “my”.
- Reference all information properly.
- Make sure your writing is clear and easy to understand.
Step 1: Selecting the luxury brand
- Conduct some research on the brand using credible sources to briefly introduce the brand.
- Specify the product/service (e.g., Louis Vuitton coat or holiday at Four Seasons hotel and resorts).
Step 2: Reading and Application
- (Re)read at least the assigned main reading (see the reading list on Brightspace, the end of lecture slides).
Check your lecture notes, see the slides, listen to the lecture recording, etc.
2. Develop the consumer profile.
Similar to what you do in the seminar, imagine that consumer purchasing your chosen product/service.
Step 2: Reading and Application
- What theories can you use to explain consumers’ consumption behaviour? (use all possible theories within the word limit; discuss in detail and refer to other relevant concepts).
- Tip: Don’t limit yourself to the lecture with the name of the theory/concept you are using (e.g. The self; DMP). A lot of the lectures are connected to each other
and would help you conduct a better analysis.
e.g. remember the scenarios in the seminars; we used theories from different lectures to analyse the same consumption behaviour.
- Based on your analysis, what marketing recommendations do you have for the brand to influence consumers; justify your recommendations using theories/concepts.
Step 3:Writing and structuring
- Create an outline for your report.
- Consider what do you want to say (i.e. your analysis)
- Does each paragraph introduce one point that connects to the previous paragraph and link to the next one in a logical way?
- Proofread your work.
Extra Support for assessment
Library team:
- Support with using the library; referencing. Can arrange one-one meeting.
• Learning Innovation and Development Centre (LIDC):
Support students who want to improve their academic skills, provide advice related to assessments etc. Can arrange one-one meeting
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