MG5610 Consumer Behaviour Assignment/ Coursework Brief for 2026/27 | Module Title MG5610 Consumer Behaviour Word Count 2500-word Assessment Type Individual Assessment Title Marketing Campaign Consultation Report Academic Year 2026/26 MG5610 Consumer Behaviour Coursework Brief for 2026/27 Assessment Title: Marketing Campaign Consultation Report Module Leader: Dr Jessica Chelekis Distribution Date: 26 January 2026 Submission Deadline: 12:00 noon on 6 May, 2026 Feedback by: 20 working days after the submission the deadline Contribution to overall module assessment: 100% Indicative student time working on assessment: 50 Hours Word or Page Limit (if applicable): 2500 Words (not including e-cover sheet, abstract, references and appendices; ± 10% are permitted) Assessment Type (individual or group): Individual Main Objective of the assessment The aim of MG5610 is to assess students’ ability to
- identify and evaluate the main influences on consumer behaviour;
- analyse consumer decision-making processes in different contexts; and
- apply their understanding of consumer behaviour in marketing strategies and recommendations.
Description of the Assessment This assessment will help students apply concepts, theories, and frameworks from consumer behaviour to critically assess the information required to plan and execute an effective marketing campaign.
Students must submit a 2500-word report by selecting one of the three organisations listed below and completing the tasks as detailed in the remainder of this brief. Students will do some secondary desk research to provide some background and context on the organisational client and main issues for consideration in marketing campaigns for the relevant industry in general. Students will then use all learning material from the module to identify and discuss the three main sections of the report: 1) target markets, 2) consumer attitudes and motivations, and 3) consumer perceptions and digital marketing.
The companies below want to launch a marketing campaign to promote their brand and services. They have hired you, a consumer behaviour expert, to provide insights and recommendations to inform their campaign.
You will select ONE of the following companies to work with:
1.HybridResi – UK-based company that owns and operates serviced apartments specializing in corporate housing and short-term rentals within Greater London and Dubai: https://hybridresi.com/. While HybridResi caters to corporate clients, their B2C clientele include individuals / families who are in the process of relocating, on holiday, or anyone else who requires short-term or temporary housing. Uxbridge location: Warwick Pl, Uxbridge UB8 1WT. The goals of their marketing campaign is to promote their brand and offering as attractive and more desirable compared to accommodations offered by standard hotels, bed and breakfasts, and/or Airbnb.
2.My Little Italian Bakery: An online Italian bakery run by Martina and Alessandro. Located in Uxbridge, they do not have a physical store; orders are placed online for delivery: https://mylittleitalianbakery.com/. The goals of their marketing campaign will be to increase brand awareness and USP as an online Italian bakery.
3.Easy Vehicle Maintenance Ltd: An on-site vehicle maintenance company, servicing a 20-mile radius from their head office in Uxbridge. They do not operate a garage but carry out vehicle maintenance at customers’ home or workplace: https://www.evmrepair.com/. The goals of their marketing campaign will be to increase brand awareness and USP as a reliable and convenient provider of vehicle repair and maintenance.
TASK 1: Consultation Report As the consumer behaviour consultant, you need to submit a consultation report to your selected company. Your job is to first gather secondary data and information using online or offline resources about 1) the hotel and accommodations industry, 2) family-run eateries, or 3) the auto repair industry. From this background, you will first plan and explain how your selected company can go about identifying target market segments and recommend relevant approaches given the campaign topic. Second, you will present and apply at least two different frameworks (e.g. the regulatory focus theory of motivation, ABC model of attitudes, theory of reasoned action, etc.) for understanding consumer attitudes and motivations in relation to the goods/ services your company provides. Third, you will discuss important aspects about consumer perceptions and other key consumer behaviour insights in relation to your company’s digital marketing strategy.
The purpose of this report is to provide your selected company with consumer behaviour insights they can use to develop their marketing campaign. You will not develop the campaign for this assignment.
Consultation Report
Contents
Approx. Word Count
Introduction
-Provide a brief background on the relevant industry for your company from secondary data (e.g. research reports, Statista, yougov polls).
-Briefly summarise the key consumer behaviour concepts to be discussed in the following sections.
300-400
Part 1: Target markets
-Use materials and recommended readings from lectures 5 (selfhood, gender, lifestyle, values), 6 (families, income, social class), and 8 (consumer culture) to explain the relevant ways in which consumers can be segmented in relation to the relevant industry / services of your selected company.
-Provide some general recommendations on how to effectively communicate with at least two different key segments.
550-650
Part 2: Consumer attitudes and motivations
-Use materials and recommended readings from lectures 2 (attitudes and motivations) and 3 (decision-making) to explain how and why consumers may hold different attitudes and motivations toward the services your selected company provides.
-Provide some recommendations for addressing attitudes and motivations of the two key segments described above in the campaign.
550-650
Part 3: Consumer perceptions and digital technology
-Use materials and recommended readings from lecture 4 (perceptions and meanings) and 7 (human-technology interactions) to discuss how your selected company can run their campaign online /on social media in consideration of the target market you previously identified.
-Provide some recommendations for designing/developing your company’s campaign for digital consumption.
550-650
Conclusion
-Summarise the goals of your company’s marketing campaign; provide a brief statement explaining why understanding key elements of consumer behaviour is important for designing a successful campaign.
-Summarise the key points from the previous three sections (target markets, attitudes/motivations, perceptions, and implications for digital marketing of the campaign.
300-400
Total word count
2500 words
(± 10%)
Task 2: Poster Presentation Before submitting the final version of the assignment, students will produce a poster presentation based on two of the three main sections of the consultation report. Posters will be presented and marked in class in week 31. The poster session is an opportunity to receive individual feedback on your work before submission. Poster guidelines and templates will be provided separately in Brightspace and discussed in lecture. You will then upload a .pdf version of your poster along with the full consultation report to Wiseflow.
PG mark bands and grade point bands [Senate Regulation 3] are:
Indicative Mark Band
Degree class equivalent
Grade Point
90 and above
A*
17
80-89
A+
16
73-79
A
15
70-72
A-
14
68-69
B+
13
63-67
B
12
60-62
B-
11
58-59
C+
10
53-57
C
9
50-52
C-
8
48-49
D+
7
43-47
D
6
40-42
D-
5
38-39
E+
4
33-37
E
3
30-32
E-
2
29 and below
F
1
Submission Instructions Coursework must be submitted electronically via the University’s WISEflow system. The required file format for this report is Adobe PDF. Your student ID number must be used as the file name (e.g. 0123456.pdf). You must ensure that you upload your file in the correct format and complete the Wiseflow coversheet before submitting your assignment.
Please note that submissions of ‘.pages’, ‘.docx’, etc., documents will not be accepted and must be converted to approved .pdf format.
MG5610 Marking criteria: Assess criteria /weighting
(90-100)%
(70 – 89)%
(60 -69)%
(50-59)%
(40-49)%
(30-39)%
(0-29%)
Introduction (10%)
The introduction is excellent, providing a very clear picture of the industry context globally and/or in the UK, using appropriate data and sources.
The writing is clear and easy to follow, free from errors, and citation/reference format is correct and consistent.
The introduction is excellent, providing a clear picture of the industry context with appropriate data and sources.
The writing is clear and easy to follow, includes only a few minor errors, and the citation/reference format is correct and consistent.
The introduction is very good, providing a mostly clear picture of the industry using some appropriate data and sources. The writing is mostly clear, though may include some errors; the citation/reference format is mostly correct and consistent.
The introduction is reasonably good, with some good points about the industry, though may contain errors or irrelevant information. Some data/sources may be missing or incorrect. The writing may be unclear in places and include errors throughout; the citation /reference format may be inconsistent and incorrect in some places.
The introduction is less than satisfactory. There is a vague statement about the industry, with no or very little reference to data /sources; sources may be incorrect or irrelevant. Writing is unclear and difficult to understand in many places, and citation/references may be missing or largely incorrect.
There are many deficiencies due to any number of the following: introduction includes mostly irrelevant material; cited sources may be missing, incorrect, or irrelevant; the writing is very unclear, and content may be irrelevant to the expected content; citations/references are incomplete, missing, or inappropriate.
The work is unacceptable. The work does not show achievement of the learning outcomes for this aspect of the task. The section is either missing or contains material completely irrelevant to the expected content.
Pt 1: Target Markets (20%)
The presentation of target markets is excellent, including a very clear and thorough presentation of different market segments and underlying dimensions for each. The content makes excellent use of a wide range of lecture material and recommended sources.
The writing is clear and easy to follow, free from errors, and citation/reference format is correct and consistent.
The presentation of target markets is excellent, including a clear and presentation of different market segments and underlying dimensions for each. The content makes excellent use of a wide range of lecture material and recommended sources.
The writing is clear and easy to follow, contains only a few errors, and citation/reference format is correct and consistent.
The presentation of target markets is very good, including a mostly clear and presentation of different market segments and underlying dimensions for each. The content makes good use of lecture material and recommended sources.
The writing is mostly clear, though may include some errors; the citation/reference format is mostly correct and consistent.
The presentation of target markets is reasonably good, including a fair presentation of different market segments; though discussion of underlying dimensions may be unclear, incomplete, or contain errors. The content uses some of lecture material.
The writing may be unclear in places and include errors throughout; the citation /reference format may be inconsistent and incorrect in some places.
The presentation of target markets is less than satisfactory. The presentation of different market segments may be incomplete and include errors or irrelevant information; discussion of underlying dimensions may be unclear, incomplete, or contain errors. The content uses little or no lecture material.
Writing is unclear and difficult to understand in many places, and citation/references may be missing or largely incorrect.
There are many deficiencies in this section. There may be no clear presentation of market segments or underlying dimensions; There is no or erroneous use of lecture material; the writing is very unclear, and content may be irrelevant to the expected content; citations/references are incomplete, missing, or inappropriate.
The work is unacceptable. The work presented does not show achievement of the learning outcomes. The section is either missing or contains material completely irrelevant to the expected content.
Pt 2: Attitudes and Motivations (20%)
The presentation of consumer attitudes and motivations is excellent, including a very clear and thorough discussion of consumer behaviour frameworks. The content makes excellent use of a wide range of lecture material and recommended sources.
The writing is clear and easy to follow, free from errors, and citation/reference format is correct and consistent.
The presentation of consumer attitudes and motivations is excellent, including a clear and discussion of consumer behaviour frameworks. The content makes excellent use of a wide range of lecture material and recommended sources.
The writing is clear and easy to follow, contains only a few errors, and citation/reference format is correct and consistent.
The presentation of consumer attitudes and motivations is very good, including a mostly clear and discussion of consumer behaviour frameworks. The content makes good use of lecture material and recommended sources.
The writing is mostly clear, though may include some errors; the citation/reference format is mostly correct and consistent.
The presentation of consumer attitudes and motivations is reasonably good, including a discussion of consumer behaviour frameworks that may be unclear or erroneous in places. The content makes uses some lecture material and recommended sources.
The writing may be unclear in places and include errors throughout; the citation /reference format may be inconsistent or incorrect at times.
The presentation of consumer attitudes and motivations is less than satisfactory. The discussion of consumer behaviour frameworks is unclear and contains numerous errors. The content uses lecture material and recommended sources incorrectly, or not at all.
Writing is unclear and difficult to understand in many places, and citation/references may be missing or largely incorrect.
There are many deficiencies in this section. There may be no clear discussion of consumer attitudes and motivations; There is no or erroneous use of lecture material; the writing is very unclear, and content may be irrelevant to the expected content; citations/references are incomplete, missing, or inappropriate.
The work is unacceptable. The work presented does not show achievement of the learning outcomes. The section is either missing or contains material completely irrelevant to the expected content.
PT 3: Perceptions and Digital Marketing (20%)
The presentation of consumer perceptions and digital marketing is excellent, including a very clear and thorough discussion of concepts, theories, and key considerations discussed in class. The content makes excellent use of a wide range of lecture material and recommended sources.
The writing is clear and easy to follow, free from errors, and citation/reference format is correct and consistent.
The presentation of consumer perceptions and digital marketing is excellent, including a clear discussion of concepts, theories, and key considerations discussed in class. The content makes excellent use of a wide range of lecture material and recommended sources.
The writing is clear and easy to follow, containing only a few errors, and citation/reference format is correct and consistent.
The presentation of consumer perceptions and digital marketing is very good, including a mostly clear and discussion of concepts, theories, and key considerations. The content makes good use of lecture material and recommended sources.
The writing is mostly clear, though may include some errors; the citation/reference format is mostly correct and consistent.
The presentation of consumer perceptions and digital marketing is reasonably good, including a discussion of concepts, theories, and key considerations that may be unclear or erroneous in places. The content makes uses some lecture material and recommended sources.
The writing may be unclear in places, and include errors throughout; the citation /reference format may be inconsistent and incorrect at times
The presentation of consumer perceptions and digital marketing is less than satisfactory. The discussion of consumer behaviour frameworks is unclear and contains numerous errors. The content incorrectly uses lecture material and recommended sources, or not at all.
Writing is unclear and difficult to understand in many places, and citation/references may be missing or largely incorrect.
There are many deficiencies in this section. There may be no clear discussion of consumer perceptions or digital marketing; There is no or erroneous use of lecture material; the writing is very unclear, and content may be irrelevant to the expected content; citations/references are incomplete, missing, or inappropriate.
The work is unacceptable. The work presented does not show achievement of the learning outcomes. The section is either missing or contains material completely irrelevant to the expected content.
Conclusion (10%)
The conclusion is excellent, providing a very clear and thorough
summary of the goals of the campaign and discussion of the importance of key elements of consumer behaviour.
The key points from the previous three sections are clearly and succinctly summarised. The writing is clear and easy to follow, free from errors, and citation/reference format is correct and consistent.
The conclusion is excellent, providing a clear
summary of the goals of the campaign and discussion of the importance of key elements of consumer behaviour.
The key points from the previous three sections are clearly summarised. The writing is clear and easy to follow, containing only a few errors.
The conclusion is very good, providing a mostly clear
summary of the goals of the campaign and discussion of the importance of key elements of consumer behaviour.
The key points from the previous three sections are well-summarised, though may be somewhat unclear or inconsistent.
The writing is mostly clear, though may include some errors.
The conclusion is reasonably good, providing a
summary of the goals of the campaign and discussion of the importance of key elements of consumer behaviour that may contain some errors or miss some information.
The summary of key points from the previous three sections are unclear or incomplete.
The writing may be unclear in places and include errors throughout.
The conclusion is less than satisfactory, providing a
summary of the goals of the campaign and discussion of the importance of key elements of consumer behaviour that may contain some errors or miss some information.
The summary of key points from the previous three sections are unclear or incomplete.
There are many deficiencies in the conclusion. The summary of campaign goals and/or key elements of consumer behaviour contain many errors and missing or irrelevant information. The writing may be very unclear and difficult to understand.
The work is unacceptable. The work presented does not show achievement of the learning outcomes. The section is either missing or contains material completely irrelevant to the expected content.
Structure, Format, and Writing Quality (10%)
Professionally formatted; a superb logical flow between the sections, making it very easy to follow the arguments. The level of grammar and spelling is excellent. Correct use of Harvard referencing all the time.
Excellently formatted; a coherent and logical flow between the sections, making it easy to follow the arguments. The level of grammar and spelling is excellent. Correct use of Harvard referencing most of the time.
Competently formatted; a clear logical flow between the sections, making it relatively easy to follow the arguments. The level of grammar and spelling is competent. Correct use of Harvard referencing much of the time.
Appropriately formatted; there may be a few limitations in the logical flow between the sections, making parts of the argument less easy to follow. The level of grammar and spelling is satisfactory. Largely correct use of Harvard referencing.
Presented in a basic format; there are limitations in the logical flow between the sections, making several parts of argument difficult to follow. The level of grammar and spelling is compromised. Harvard referencing is not correctly used.
Poorly formatted; incoherent logical flow between the sections, making several parts of argument quite difficult to follow. The level of grammar and spelling is poor. Harvard referencing is barely used.
Inappropriately presented; there are serious flaws in terms of its structure and logical flow between the sections, making it very difficult to follow the arguments. The level of grammar and spelling is severely unacceptable. Harvard referencing is completely neglected.
Poster presentation (10%)
Very clear structure and presentation of material; The material selected is excellent, adhering to the highest marking criteria for the section(s) selected; excellent use of graphics / displays.
Very clear structure and presentation of material; The material selected is excellent, adhering to the A range (70 – 89) of marking criteria for the section(s) selected; excellent use of graphics / displays.
Good structure and presentation of material; The material selected is good, adhering to the B range (60 – 69) of marking criteria for the section(s) selected; good use of graphics / displays.
Reasonably good structure and presentation of material; The material selected is reasonably good, adhering to the C range (50 – 59) of marking criteria for the section(s) selected; graphics / displays may be unclear or unconnected.
The structure and presentation of material is less than satisfactory; The material selected is only meets the D range (40 – 49) of marking criteria for the section(s) selected; graphics / displays may be irrelevant, incorrect, or missing.