Instructions – Coursework Two
Individual Coursework 2 (CW2)
This individual coursework counts 50% toward your final course mark.
Course Learning Outcomes: This coursework has been designed to test your achievement of the following course learning outcomes (CLOs):
- Apply relevant marketing and consumer psychology concepts, theories and principles to inform creative solutions within diverse marketing settings.
- Critically evaluate marketing and consumer psychology theory and practice to bring about positive change in the context of contemporary consumer society.
- Synthesise marketing and consumer psychology theory and practice to develop a reflective, socially-responsible approach to engaging with diverse stakeholders needs.
- Evaluate marketing ideas and approaches to construct professional and sustainable solutions to contemporary consumer issues and trends.
Coursework instructions:
This assignment (50%) requires you to write a report focusing on consumer segmentation and subcultures.
- How does an understanding of the behaviour of a particular consumer group help a company develop its marketing strategy? Write a report for the marketing director of an organisation of your own choice that critically evaluates contemporary consumer behaviour theory for a specified consumer segment and makes suitable recommendations for marketing management in their company. (1500 words)
Along with examples, at least 15 academic journal articles should contribute to your discussion. You should follow the Harvard style of referencing.
The sub
Course: C11CC CW2 ASSESSMENT CRITERIA
Critical evaluation (65%) Recommendations (35%)
70%+ 60-69% 50-59% 40-49% Below 40%
Relevance and accuracy Fully and precisely addresses question.
Fully addresses question but some small gaps in information presented.
Adequately addresses question but more significant gaps in information.
Does not address question adequately and several sections inaccurate.
Limited attempt to answer question with widespread inaccuracy.
Critical evaluation and synthesis
Excellent knowledge of content. Critical and reflective approach taken and precise and sophisticated argument presented.
Good knowledge. Critical and reflective approach taken and logical and coherent argument presented; fails to fully debate.
Solid attempt at answer showing fair knowledge and coherent argument in the main. Tendency to describe but work accurate.
Basic knowledge with clear gaps in understanding. Tendency to make claims without adequate support from literature / describe.
Poor or very poor knowledge. Makes claims without support. No attempt to evaluate or critically discuss.
Application to relevant consumer group
Detailed evaluation of consumer group with excellent application of relevant theory.
Good evaluation of consumer group with strong application of relevant theory.
Consumer group identified and reasonable application of relevant theory.
Consumer group described but limited application of relevant theory.
Little or no application to or evaluation of consumer group.
Managerial recommendations
Excellent, creative recommendations fully justified, precisely applied and sensitive to diverse issues of social responsibility.
Good recommendations with
some creativity, justification, application and sensitivity to issues of social responsibility.
Some attempt to make recommendations. Limited justification and application. Limited sensitivity to issues of social responsibility.
Limited recommendations/ justification.
Poor or no recommendations.
Professional organisation and structure
Error free, or one to two minor errors. Very well structured.
Some minor errors. Some minor problems with expression but generally meaning clear. Occasional structural issues.
Widespread minor errors. Structure needs tightening.
Several errors and one to two major errors. Weak structure, lacks clear framework.
Widespread errors, very weak structure.
Citations – evidence of at least 10 relevant journal articles
Extensive evidence of independent research.
Evidence of appropriate wider reading. At least 10 journal articles used.
Evidence of appropriate wider reading and journal articles used.
Over reliance on limited number of dubious sources.
Little or no evidence of appropriate wider reading.
Standard of referencing using Harvard conventions
Outstanding and accurate use of citations.
Occasional minor error when referencing in text/reference list.
Occasional error when referencing in text/reference list.
Several errors that indicate inadequate understanding.
Little or no attempt to adhere to conventions.
Course Learning Outcomes: This coursework has been designed to test your achievement of the following course learning outcomes (CLOs):
1. Apply relevant marketing and consumer psychology concepts, theories and principles to inform creative solutions within diverse marketing settings. 2. Critically evaluate marketing and consumer psychology theory and practice to bring about positive change in the context of contemporary consumer society. 3. Synthesise marketing and consumer psychology theory and practice to develop a reflective, socially-responsible approach to engaging with diverse stakeholders needs. 4. Evaluate marketing ideas and approaches to construct professional and sustainable solutions to contemporary consumer issues and trends
