MAR0022-1 Assignment Brief
| Assessment deadline | Marks and feedback |
| To be submitted Before 10 a.m. on: | 20 working days after deadline (L3,4, 5,6 and 7) |
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15 working days after deadline (block delivery) |
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Click or tap to enter a date. |
Week 11 |
| Please note, for Exams the date is arranged centrally aligned to the academic calendar. Exams timetables will be released 6 weeks before the exam period. Please check the exams calendar regularly on this link (requires BREO login). | |
Key assignment details
| Unit title & code | MAR0022-1 Consumer Behaviour |
| Assignment number & title | Assignment 1: Portfolio |
| Assignment type (including exams) | Coursework-e-Portfolio |
| Weighting of assignment | 100% |
| Size or length of assessment or exam duration | 3000 |
| Unit learning outcomes
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1. Demonstrate the following knowledge and understanding:
Understand key concepts, theories, frameworks and strategies of consumer behaviour within digital and other environments. |
| 2. Demonstrate the following skills and abilities:
Apply key concepts and trends in consumer behaviour and attitude formation and change. |
Struggling with MAR0022-1 Consumer Behaviour Assignment 1?
Assignment Brief Discussion with Students
The assessment brief must be discussed during an in-class session with students within the first 2 weeks of the unit and be accompanied by a screen/podcast on the BREO shell explaining the assessment, the rubric and marking criteria. Please confirm the date this discussion is to take place:
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What am I required to do in this assignment?
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You are required to produce a portfolio of four tasks which you will develop over the course of the unit. Each task is 750words, and it is weighting at 25 marks. The portfolio consists of four tasks related to a live-brief given by a local business that is trying to understand its consumers and their journey better. You need to attend the briefing session (week 2) and watch the client briefing video which will be available on breo in week 3. The portfolio task will require you to help the business understand its consumers by completing the following tasks: TASK 1: Discuss the target audience of the given brand and how the brand can engage with them (online and offline) – 750 words – Define the current and potential consumers (who are these consumers and where are they from?) – Identify the characteristics of these consumers (e.g. use demographic categories or generation characteristics to explain how these consumers are like; what they like; what they dislike etc) – Give examples of how other brands (in the same industry)/ competitors are interacting with their targeted consumers. TASK 2: Create 3 social media posts to engage with the target audience identified in task 1 and create a short rationale for these posts – 750words (including main text description, hashtags and rationale) – These can be posts for: Facebook, Instagram or TikTok and need to align with the brand’s target audience – Include the relevant hashtags and tags used by the audience on social media – Decide the aim of your posts (e.g. create awareness, desire, action or collect feedback?) – Be creative with your posts! You need to use imagery that you create or have full copyrights to use (e.g. pictures from: https://unsplash.com/; https://www.pexels.com/ or take some photographs with your mobile phone or the university devices!) – Chat GPT and other AI platforms can be used to create the visual and text but you must state how you used these platforms – You need to justify your 3 posts (e.g. why did you choose the specific images, text, colours, tags, and hashtags? when are you planning to post these? on what platform and why?) TASK 3: Reflect on the link between task 1 and task 2 using consumer behaviour frameworks – 750 words – Discuss the impact your posts have to consumer journey – Are your posts relating to pre, during or post purchase behaviour and why? – What is your posts’ desired outcome and how do you know it is been achieved? – What consumer insights can the brand use to track reactions to these posts, and measure their outcomes? TASK 4: Provide 3 recommendations to help the brand be more ethical while satisfying current consumer’s needs – 750words – Discuss what constitutes ethical consumption and how the given brand can advocate for ethical consumption. – Come up with 3 specific recommendations for the brand to become more ethical and satisfy today’s consumers (e.g. you can think of the product/service; materials they use; social causes they might support; new business models etc) Do not forget to include a full reference list at the end of your portfolio! More details about these tasks and the video briefing from the client will be added on breo under ‘Assessment and Feedback’ folder. Your work should be presented in Word or Powerpoint format where appropriate and is limited to 3,000 words (+/- 10%) excluding the reference list. You may save your work as a PDF file for the final portfolio submission on BREO. The work should be completed with all four tasks and contain a full reference list. Use Harvard referencing both in citations and the reference list. Anything over 25% similarity or AI score may be treated as an academic concern/offence. We ask that you reference how and when you use AI to assist in your research, ideally in the appendices and the list of references |
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| What do I need to do to pass? How do I achieve a good grade? | ||||||||||||||||
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The Unit Information Form states the Threshold Expectations that inform both you and markers what is the minimum needed to be demonstrated to pass the assessment. They should, therefore, answer the question “What do I need to do pass?”. During the assessment introductory session, you should be given the opportunity to check your understanding of the threshold statements and what you need to do to surpass them. The assessment marking criteria listed below show how your work is assessed. The assessment criteria are informed by the unit’s learning outcomes and the assessment task. Carefully reading the assessment criteria should help you understand the aspects that will be used to judge your progress and achievement of the learning outcomes and offer guidance on “how do I achieve a good grade”. In order to pass Assessment 1 you will need to : – Demonstrate understanding of a range of relevant consumer behaviour concepts, theories and frameworks applied to defined business contexts. |
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| How does this assignment relate to ‘my learning in this unit and help me develop knowledge and skills that I will need for my future? | ||||||||||||||||
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The portfolio is based upon what is delivered in the lectures. Each week’s content that is presented from week one to week eleven is vital for answering the tasks. The portfolio should particularly focus on specific themes that have been introduced and presented in the unit which will include:
All of these themes will be taught in the lectures and you will be expected to critically analyse all and apply to the given SME. Within the University of Bedfordshire, graduate competencies refer to the skills, knowledge, attributes, and abilities that individuals are expected to possess upon completing their education at the graduate level. Our graduate competencies are the fundamental building blocks in preparing you for the future world of work. They form the foundation for learning outcomes within and beyond your course. They are relevant for every subject and you can work towards them in different ways, so that you can attain and benefit from them even if you have lots going on outside university. These competencies will be integrated across your course and units. The table below indicates graduate competencies gained relevant to this assessment.
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) ones relevant to this assessment (further guidance for staff Graduate competencies | University of Bedfordshire (beds.ac.uk)What should I be aware of when preparing my and how and where should I submit my work? (May need wiseflow info for exams)
When submitting work for assessment, you must ensure that it is all your own work. Failure to do this could result in sanctions, including removal from your course. The Academic Integrity Resource (AIR) has been designed to introduce you to academic integrity and how to demonstrate this during your studies.
The University provides access to Studiosity that connects students with a team of writing specialists who are here to help you with writing and core skills – anytime, anywhere. Studiosity provides you with two online services: Writing Feedback and Connect Live. Their Writing Feedback gives feedback on referencing, choice of language, structure and spelling/grammar within 24 hours. If you are not sure how to use the feedback to enhance your work before making a final submission, you can arrange to discuss this with a member of the Study Hub team. Connect Live also offers live support in areas such as basic English, maths and stats, science and generic study skills. Both services are available 24/7, 365 days of the year, and you can access them for FREE via BREO.
For exams, you should familiarise yourself with the guidance information available here: https://www.beds.ac.uk/exams/
Practice exams can be taken for all exam types before exams week. Please see section Prepare for your exam.
Generative AI can be used for this assignment only to generate ideas and marketing content and its use need to be clearly stated in your work. Please check this link, for more detailed information on AI.
Self-plagiarism, a student copying material from another assignment they have submitted, is explicitly forbidden in this assignment. Students are not allowed to submit their own previous work or a significant proportion of it (self-plagiarism is not permitted).
How will my assignment be marked?
Your assignment will be marked according to the threshold expectations and the criteria on the following page.
You can use them to evaluate your own work and consider your grade before you submit.
MAR0022-1 Assessment Marking Rubric
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70%+ (1st Class) |
60-69% (2:1) |
50-59% (2:2) |
40-49% (3rd Class) Threshold Standard |
30-39% (Fail) |
0-29% (Fail) |
| Demonstrating a clear understanding of the purpose of the exercise |
Show a thorough understanding of the purpose of the exercise. Addresses all task exceptionally well. Breath, depth and integration of literature and examples into work is impressive. |
Show a clear understanding of the exercise. Addresses all tasks well. Breath, depth and integration of literature, examples into work are above average.
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Show an adequate understanding of the exercise. Addresses most of the tasks but some small inconsistencies are present. Integration of examples and examples into work is appropriate to the context and attempts to be consistent. |
Show a barely adequate understanding of the purpose of the exercise. Addresses part of the tasks. Some errors/omissions in content/theory. Inconsistent application of some theory/principles/ frameworks/ concepts. |
Irrelevant attempts to address the task Breadth, depth & integration of marketing concepts and techniques into work is poor, and not consistently applied. |
Irrelevant and addresses neither the task nor the business. Breadth, depth & integration of marketing approaches, tools and techniques into work is poor or missing.
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Consumer Behaviour knowledge and integration of literature
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Consumer insights and literature/examples are well discussed in all four tasks. Reflections and a holistic approach to the task/problem is presented. The best work will be highly developed and focused. | Consumer insights and literature/examples are well discussed but some reflections/ a few ideas/points could benefit from further development/ or evaluation/ comparisons. |
Consumer insights and literature/examples are presented but small inconsistencies are present in the discussion/application/reflection. Some concepts could be developed further.
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Consumer insights and literature/examples are presented but not consistently discussed or applied. Most ideas need to be developed or clarified. | No clear evidence of understanding consumers. No real or workable proposition. |
Irrelevant, addresses neither the task nor the consumers. No real or workable proposition.
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| Creativity and connectivity between the business- target and suggestions | A clear connection from the brand’s issues to the target audience, social media posts, rationale and recommendations. Creativity is evident in the conceptual ideas and implementation of the task. Highly appropriate idea for the medium/brand/audience | Some evidence of connection from brand’s issues to the target audience, social media posts, rationale and recommendations. Attempts at offering creative conceptual ideas. The creative tasks have potential, but are not fully formed for the medium/brand/audience | Attempt at making a connection from the brand’s target audience to the social media posts, rationale and the recommendations. The creative ideas and recommendations have some merit but lack creativity and flair and may only be partially workable for the medium/brand/audience. | No real evidence of connection between the brand’s target audience, the social media posts, rationale and the recommendations. The creative ideas and recommendations are basic but will have some relevance or appropriateness for the medium/brand/audience. | The connection between the business, target and suggestions is missing. No creative and new ideas are mentioned, or they are irrelevant for the task. |
The connection between the business, target and suggestions is missing. Irrelevant, addresses neither the task nor the given business.
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Portfolio Style and Structure
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Clear presentation with all for tasks and with a table of content; Structure, titles and subtitles, paragraphing, fluent academic writing style. Only minor errors. The reference list follow UoB guides and has no/ or very minor errors. | Clear presentation with all four task and with a table of content; Structure, titles and subtitles, paragraphing, fluent academic writing style. Very few/ some grammatical errors and spelling mistakes. The reference list follow UoB guides but has some errors. | Clear presentation with all four tasks. Writing is mainly clear but some spelling/ or grammatical errors. The reference list follow UoB guides but some inconsistencies are present. | Basic structure for all four tasks; Not always written clearly or/and has grammatical / or spelling errors. The reference list is present but with many inconsistencies. | A poor attempt with aspects of portfolio tasks missing. Little care has been taken to present a complete and cohesive portfolio. Few or no references or incorrectly cited. Not using Harvard System. Grammar & spelling poor. | A poor attempt with most aspects of portfolio tasks missing. Little care has been taken to present a complete, relevant and cohesive portfolio. Few or no references or incorrectly cited. Not using Harvard System. Grammar & spelling poor. |
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