BIK0028 Consumers and Consumption

BIK0028 Consumers and Consumption


Module Code:BIK0028
Module Title:Consumers and Consumption
Assessment Type (Initial/ Resit)  Assessment 1: 2 x MCQ tests Online (20%).   Assessment 2: 2,000 Words individual report (80%)  
Academic Year2023/24 Term 1
Assessment Task 
  Assessment 1: 2 x MCQ tests Online   Quiz 1 MCQ quiz (Online on Brightspace): During week 5: 27/10/2023   Quiz 2 MCQ quiz (Online on Brightspace): During Week 9: 1/12/2023 Assessment 2: Individual report   You are a marketing consultant, assisting a brand to develop a better understanding of their consumers and develop an effective marketing strategy that appeals to them.   Using the principles and theories covered throughout the module, analyse the consumption and behaviour of the consumers of a luxury brand of your choice.   Additional guidance will be communicated during the lectures and seminars.    You will have several opportunities for formative feedback on your work during the term before submission.  
Level of AI-Use permitted for this Assessment
Level 1- Not Permitted. The use of AI tools is not permitted in any part of this assessment.
Level 2 – Some use Permitted. Some use of AI tools is permitted in the research/early stages of this assignment but you must ensure that the work you submit is your own. If you use AI tools, you should acknowledge or reference this in your work.  Use the Text reference builder to learn how to reference AI generated ideas. The sorts of questions to consider when using AI are: Is it accurate?Are the references genuine? Has it reproduced bias?
Level 3 – Integrated. The use of AI tools is integrated in this assessment. Further guidance is included in this assessment brief.  
Duration   Assessment 1: 30 Mins for 2 MCQ tests (15 minutes for each MCQ).   Assessment 2: N/A  Word Count   Assessment 1: N/A   Assessment 2: 2000 for individual report
Task specific guidance:     For Assessment 2, Your work should include the following:   A brief introduction clearly stating the selected luxury brand.   A profile of your targeted consumer (may use consumer persona to communicate this).   An analysis of the consumers’ behaviour and their consumption (e.g., why would they be interested in the product/service, what influences them).Recommendations for the brand based on your analysis to influence consumption behaviour. One recommendation should focus on how the brand could better utilise social media to influence consumer behaviour.   Follow a report structure. Use a new paragraph for each new point. Support your analysis with relevant examples and credible references. Using the lecture slides as a reference is unacceptable. The word count should be a maximum of 2,000 words; please note that the word limit does not include the reference list.   Additional guidance will be communicated during the lectures and seminars.  
General study guidance:   Cite all information used in your work which is clearly from a source. Try to ensure that all sources in your reference list are seen as citations in your work, and all names cited in the work appear in your reference list.    Reference and cite your work in accordance with the APA 7th system – the University’s chosen referencing style.  For specific advice, you can talk to your Business librarians or go to the library help desk, or you can access library guidance via the following link:APA 7th referencing   The University has regulations relating to academic misconduct, including plagiarism. The Learning Innovation and Development Centre can advise and help you with how to avoid ‘poor scholarship’ and potential academic misconduct.   If you have any concerns about your writing, referencing, research or presentation skills, you are welcome to consult the Learning Innovation Development Centre team. It is possible to arrange 1:1 consultation with a LIDC tutor once you have planned or written a section of your work, so that they can advise you on areas to develop. 

Do not exceed the word limit / time / other limit.  
Assessment criteria
  The Assessment Criteria are shown the end of this document.  Your tutor will discuss how your work will be assessed/marked and will explain how the assessment criteria apply to this piece of work.  These criteria have been designed for your level of study.   These criteria will be used to mark your work and will be used to support the electronic feedback you receive on your marked assignment. Before submission, check that you have tried to meet the requirements of the higher-grade bands to the best of your ability. Please note that the marking process involves academic judgement and interpretation within the marking criteria.

The Learning Innovation Development Centre can help you to understand and use the assessment criteria.  To book an appointment, either visit them on The Street in the Charles Sikes Building or email
Learning Outcomes
  This section is for information only.   The assessment task outlined above has been designed to address specific validated learning outcomes for this module. It is useful to keep in mind that these are the things you need to show in this piece of work.   On completion of this module, students will need to demonstrate:   MLO1 Demonstrate a critical understanding of traditional and contemporary theories of the psychology and sociology of consumer behaviourMLO2 Critically apply consumer behaviour concepts and theories to develop insights into consumers and their consumption practicesMLO3 Appraise the role and application of consumer insights in the formulation of effective marketing strategyMLO4 Express and justify an individual perspective on the application of consumer behaviour concepts and theories when investigating and/or developing marketing strategy   Please note these learning outcomes are not additional questions.  
Submission information
Word/Time Limit:Assessment 1: 30 Mins for 2 MCQ tests (15 minutes for each MCQ).   Assessment 2: 2,000 words
Submission Date:Assessment 1: Quiz 1 MCQ quiz (Online on Brightspace): During week5: 27/10/2023 Quiz 2 MCQ quiz (Online on Brightspace): During Week9: 01/12/2023   Assessment 2: 12/01/2024
Feedback Date:3 weeks from date of submission
Submission Time:15:00
Submission Method:Electronically via module site in Brightspace.  Paper/hard copy submissions are not required.

Appendix 1 Assessment criteria

These criteria are intended to help you understand how your work will be assessed.  They describe different levels of performance of a given criteria. 

Criteria are not weighted equally, and the marking process involves academic judgement and interpretation within the marking criteria.

The grades between Pass and Very Good should be considered as different levels of performance within the normal bounds of the module.  The Exceptional and Outstanding categories allow for students who, in addition to fulfilling the Excellent requirements, perform at a superior level beyond the normal boundaries of the module and demonstrate intellectual creativity, originality and innovation. 

Knowledge and understanding (F, I and H) Knowledge requirements are different at F, I and H level.  Please use the relevant level knowledge assessment criteria
Detailed knowledge and critical understanding of relevant knowledge in the subject (I)Skilfully integrate ideas from beyond the module or disciplinary areas to provide original/ creative insights into the subject, tensions, and ambiguities in a considered individual voice. Shows an ease with contingency and ambiguity.Skilfully integrates extended knowledge/ ideas from beyond the module, and disciplinary areas to provide excellent critical insights.  Shows a level of comfort with contingency and ambiguity.    Comprehensively draws on an extended knowledge to show well-developed critical insights and good knowledge integration.   No major errors or misunderstandings or gaps.        Accurately demonstrates extended knowledge showing good critical insights and some knowledge integration.   No major errors or misunderstandings or gaps.  Accurately demonstrates most basic knowledge offers a basic critical understanding.   Lacks depth of integrating ideas.   Few errors and/or gaps in coverage and relevance.Adequately demonstrates relevant basic knowledge and some, but limited, critical understanding   No integration of ideas.   Some errors and/or gaps in coverage and relevance  Mentions some terminology relating to theories, concepts   Little critical understanding of relevant well-established area(s) of knowledge with a many of errors, misunderstandings, and omissionsVery poor knowledge or critical understanding of relevant well-established theories / principles.  Major misunderstandings or omissions.Negligible coverage of knowledge or critical understanding of well-established / major theories / principlesWholly irrelevant.
Application of knowledge / skills to practice / a solution(s) / proposal / conclusionCreative & original application of knowledge /skills to produce new insights and offers a novel and comprehensive solution / proposal / conclusion which extends beyond the boundary of the brief. Applies knowledge / skills to develop a comprehensive solution / proposal / conclusion which extends beyond the original boundary of the brief.   Extended insights.Applies knowledge / skill in a sophisticated manner to develop a well conceptualised and solution / proposal / conclusion.    Alternative approaches might be considered.   Thoughtful and developed insights/ creativity.Applies knowledge/skill in a logical and developed manner to provide a considered solution / proposal / conclusion.   Some good insights /creativity   No logical errors.Applies knowledge/skill in a logical manner to provide a more developed solution / proposal / conclusion.   Some but limited insights/creativity.     Few logical errorsApplies knowledge/skills in a basic manner to develop a simple but limited solution/ proposal/conclusion.  No insights / creativity Logical errors evident.Use of some knowledge to provide a solution / proposal / conclusion, but limited solution/ proposal / conclusionSome use of knowledge, but mostly insufficient.Weak use of knowledge / skills evident.  Very limited solution / proposal / conclusion.No evidence of attempt to analyse or interpret information or provide a solution/proposal/ conclusion.
Use of referenced* evidence and sources to support task   *Normally APA 7th or OSCOLASystematic and rigorous use of evidence/ sources beyond the normal bounds of the module to robustly support purpose of the work. Evidence of independent reading and research.   Referencing fully competent and accurateComprehensive use of high-quality evidence and sources beyond the normal bounds of the module and shows evidence of independent reading and research.   Referencing fully competent and accurateTask is very well supported by very extensive use of evidence / sources.    All points fully substantiated.    No unsubstantiated points.   Referencing fully competent and accurateTask is well supported by more developed use of sources/evidence   Most points are substantiated and no major unsubstantiated points   Referencing largely competent and accurate.  Some minor errors in citations or references.Task is supported by several sources /evidence.   Some points are unsubstantiated.   Referenced appropriately   Referencing largely competent and accurate but may include errorsTask supported by basic evidence and sources but is over-reliant on very few sources.   Significant number of points are unsubstantiated. Some effort to reference, but frequent errors and omissionsOne or two apparent references to concepts introduced in the assessment task   Very few points are substantiated using evidence / sources.    Significant errors and omissions in referencingLittle or no evidence   Significant errors and omissions in citation and application of referencingUnsupported   Very little attempt to cite or referenceNo evidence No citations
Structure and, style in supporting the development of ideas (criteria relevant for essay-style work)Elegant flow and structure is integral to the argument. An exceptional demonstration of academic writing which effectively guides the reader.Elegance of flow that skilfully through the work and excellently supports key message.    Well-ordered logical flow of material in a fluid style which contributes well to the development of the key messages and guides the reader through the writer’s thinking.   Clear logical and structured flow of material that guides the reader and supports the development of key messages. Basic logical flow of material with elements of signposting for the reader which supports key messages to some extent, but which can lapse in places.

Some logical flow of material with some observable elements of signposting for the reader but elements of disorganisation May contain repetition or irrelevant material which obscures the key messages.Some attempt at structure, but disorganized and ineffectual in reflecting argument or analysis.No evident intent of structure.  Disorganised, irrelevant or repetitive content.NoneInsufficient evidence
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