Recent Question/Assignment

Faculty of Business and Law
Assignment Brief
Module Title: Buyer Behaviour
Assignment Number 1
Module Code: 211MKT Assignment Title Individual Coursework
Assignment Weighting 50%
Release Date: TBC
Submission Date:
Submission Time: 23/03/2018
Time and Place: Submission through Turnitin ONLY
Module Leader Dr Gaye Bebek
Coursework Questions:
The coursework comprises of a 2250-word individual essay on the below topic:
Drawing from Means-End-Chain theory, discuss how values motivate consumption. Use examples to support your arguments.
Content of Assignment:
• Front page: Name; Student ID number; NAME OF SEMINAR TUTOR
• Introduction (max 200 words)
• Main Body (max 1850 words)
• Conclusion (max 200 words)
• References (no word count: CU Harvard Referencing style)
Important Information:
• To pass this coursework you will need to demonstrate:
• The ability to access and research appropriate academic literature.
• The ability to APPLY theories of consumer behaviour or to apply to the essay what was read in the appropriate academic literature
• Skills of analysis, compilation and structure.
• Essays should be more than descriptive collations of library material and should illustrate relevant aspects of theory and practice, and demonstrate thoughtful and critical analysis of issues.
• Marks will be therefore be awarded for evidence of:
o good research skills and the effective use of appropriate literature throughout the essay
o analytical rigour (good analytical skills) o a critical perspective throughout the essay o demonstration of understanding of all relevant concepts o good application of theory to practice o use of appropriate examples throughout the essay o practical insight.
• You need to read at least 10 peer-reviewed journal articles for this essay. Use relevant theory to support your answer - without references to relevant journal articles, you will struggle to achieve the higher grades
• I will be expecting to see references on EVERY page. Use 2-4 references for each argument you make. Relying on ONE author/paper for an argument is not good academic practice.
• Your main source of research should be journal articles, but 1 or 2 book references are allowed. Website references ARE NOT allowed as the academic rigor of many websites is questionable. Note that GOOGLING is not an appropriate research method, and sites like Wikipedia are completely unacceptable (please see my CW PowerPoint slides for more details about this).
• Essays must be correctly referenced according to the Harvard Referencing style.
• Quotes must be indented where appropriate. Please note that while a few quotes help you make your argument, too many quotes will result in a loss of marks. I want to mark YOUR work not a list of quotes!
• Essays must be double-line spaced and justified throughout.
Word Count
The word count is 2250 words This is an individual assignment.
There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the word limit by 10% or more.
The word limit includes quotations, but excludes the bibliography.
Assessment Information
This assignment is designed to assess learning outcomes:
Students must:
1. Demonstrate an understanding of the main theories in consumer behaviour and how these can be applied in marketing endeavors.
2. Understand the psychological underpinnings of consumer behaviour. 3. Produce a critical analysis of a contemporary issue in consumer behaviour.
CW: Individual Essay will collectively assess intended learning outcomes 1-3.
How to submit your assessment
The assessment must be submitted by 18:00:00 on 23/03/2018. No paper copies are required. You can access the submission link through the module web.
· Your coursework will be given a zero mark if you do not submit a copy through Turnitin.
Please take care to ensure that you have fully submitted your work.
· All work submitted after the submission deadline without a valid and approved reason (see below) will be given a mark of zero.
· Extensions of up to two calendar weeks can only be given for genuine -force majeure- and medical reasons, not for bad planning of your time. Please note that theft, loss, or failure to keep a back-up file, are not valid reasons. The extension must be applied for on or before the submission date. You can apply for an extension by submitting an Examination/ Coursework Deferral/Extension Application Form. Application Forms along with the supporting evidence should go to the relevant Student Support Office. For a longer delay in submission a student may apply for a deferral.
· Students MUST keep a copy and/or an electronic file of their assignment. · Checks will be made on your work using anti-plagiarism software and approved plagiarism checking websites.
As part of your study you will be involved in carrying out research and using this when writing up your coursework. It is important that you correctly acknowledge someone else’s writing, thoughts or ideas and that you do not attempt to pass this off as your own work. Doing so is known as plagiarism. It is not acceptable to copy from another source without acknowledging that it is someone else’s writing or thinking. This includes using paraphrasing as well as direct quotations. You are expected to correctly cite and reference the works of others. The Centre for Academic Writing provides documents to help you get this right. If you are unsure, please visit You can also check your understanding of academic conduct by completing the Good Academic Practice quiz available on Moodle.
Moodle includes a plagiarism detection system and assessors are experienced enough to recognise plagiarism when it occurs. Copying another student’s work, using previous work of your own or copying large sections from a book or the internet are examples of plagiarism and carry serious consequences. Please familiarise yourself with the CU Harvard Reference
Style (on Moodle) and use it correctly to avoid a case of plagiarism or cheating being brought.
Again, if you are unsure, please contact the Centre for Academic Writing, your Academic Personal Tutor or a member of the course team.
Return of Marked Work
You can expect to have marked work returned to you within 15 working days. If for any reason there is a delay you will be kept informed. Marks and feedback will be provided online/in class/face to face. As always, marks will have been internally moderated only, and will therefore be provisional; your mark will be formally agreed later in the year once the external examiner has completed his / her review.
Deferrals and Extensions
The University wants you to do your best. However we know that sometimes events happen which mean that you can’t submit your coursework by the deadline – these events should be beyond your control and not easy to predict. If this happens, you can apply for an extension to your deadline for up to two weeks, or if you need longer, you can apply for a deferral, which takes you to the next assessment period (for example, to the resit period following the main Assessment Boards). You must apply before the deadline.
You will find information about the process and what is or is not considered to be an event beyond your control at
Criteria for Assessment
Mark range
Class I
90 – 100%
80 – 89%
70 – 79%
In addition to that for 70 – 79% below, an outstanding answer that could hardly be bettered. High degree of understanding, critical/analytic skills and original research, where specified. Outstanding in all respects.
In addition to that for 70 – 79% below, the answer will demonstrate an excellent level of understanding, presence of clear description, critical/analytical skills or research, as appropriate.
Answer entirely relevant to the assignment set. Answer will demonstrate clear understanding of theories, concepts, issues and methodology, as appropriate. There will be evidence of wide-ranging reading and/or research, as appropriate, beyond the minimum recommended. Answers will be written/presented in a clear, well-structured way with clarity of expression. At level 3, evidence of independent, critical thought would normally be expected.
Class II : I 65 – 69%
60 – 64% Answer demonstrating a very good understanding of the requirements of the assignment. Answer will demonstrate very good understanding of theories, concepts, issues and methodology, as appropriate. Answer will be mostly accurate/appropriate, with few errors. Little, if any, irrelevant material may be present. Reading beyond the recommended minimum will be present where appropriate. Well organised and clearly written/presented.
A good understanding, with few errors. Some irrelevant material may be present. Well organised and clearly written/presented. Some reading/research beyond recommended in evidence.
Class II : II
55 – 59%
50 – 54%
Answer demonstrating a good understanding of relevant theories, concepts, issues and methodology. Some reading/research beyond that recommended may be present. Some errors may be present and inclusion of irrelevant material. May not be particularly well-structured, and/or clearly presented.
Answer demonstrating a reasonable understanding of theories, concepts, issues and methodology. Answer likely to show some errors of understanding. May be significant amount of irrelevant material. May not be well-structured and expression/presentation may be unclear at times.
Class III
45 - 49%
40 – 44%
An understanding demonstrated, but may be incomplete and with some errors. Limited use of material with limited reading/research on the topic. Likely to be poorly structured and not well-expressed/presented. Irrelevant material likely to be present.
Basic understanding demonstrated, with some correct description. Answer likely to be incomplete with substantial errors or misunderstandings. Little use of material and limited reading/research on the topic in evidence. May be poorly structured and poorly expressed/presented. Some material may be irrelevant to the assignment requirements.
35 – 39%
Some relevant material will be present. Understanding will be poor with little evidence of reading/research on the topic. Fundamental errors and misunderstanding likely to be present. Poor structure and poor expression/presentation. Much material may not be relevant to the assignment.
30 – 34%
20 – 29%
0 – 19%
Inadequate answer with little relevant material and poor understanding of theories, concepts, issues and methodology, as appropriate. Fundamental errors and misunderstandings will be present. Material may be largely irrelevant. Poorly structured and poorly expressed/presented.
Clear failure to provide answer to the assignment. Little understanding and only a vague knowledge of the area. Serious and fundamental errors and lack of understanding. Virtually no evidence of relevant reading/research. Poorly structured and inadequately expressed/presented.
Complete failure, virtually no understanding of requirements of the assignment. Material may be entirely irrelevant. Answer may be extremely short, and in note form only. Answer may be fundamentally wrong, or trivial. Not a serious attempt.