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Individual Coursework

Individual coursework

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Brian Relson
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32 views5 pages

Individual Coursework

Individual coursework

Uploaded by

Brian Relson
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Individual Coursework (2,500 words) (100% of assessment weighting)

Consumer behaviour is such an interlinked subject and there are many overlaps and interfaces
across both content and readings. Therefore, to perform well on this module, it is important that
you develop a holistic knowledge and understanding of the topics covered in the module rather
than rely on learning a few topics for the assessment.

The individual project provides you with an opportunity to use secondary data and available
consumer behaviour literature to write a short report, which demonstrates how you can apply
consumer behaviour knowledge to understand a brand’s success.

· Select a specific product category (i.e., a type of product or service) that you are familiar
with or are interested in.

· Identify a successful brand within this product category which does NOT appear in
Interbrand Best Global Brands 2022 Rankings.

· Explain and analyse the brand’s success by applying the knowledge that you will have
learned from this module from Session 2 onwards.

Your assignment must include the following sections and content:


You should base your analysis on a particular market. The narrower you can define the focus of
your search for information about your chosen brand (e.g., target customers and geographic
area) the better.

You are expected to undertake further independent reading around the chosen topics. Your
library search should consider research articles from core marketing journals as well from
practitioner sources such as newspaper articles, trade periodicals and relevant market research
reports.
Deadline Date for Submission of Coursework

Your coursework needs to be submitted electronically to Moodle. See the Student Services
website for further details of this process. The deadline for coursework submission is 3pm on
Thursday, 9th May. Late submission will attract a mark penalty unless an extension has been
approved by Student Services. Please familiarise yourself with the extenuating circumstances
policy and the process for submitting a claim.

UG Coursework Submission Requirements:

A maximum word count will be set by the module convenor and must be adhered to. The penalty
for exceeding this limit is a five mark deduction.

· The actual word count of the assignment must be stated by the student on the first page
(cover sheet) of the assignment.

· The overall word count does include citations and quotations.

· The overall word count does not include the references or bibliography at the end of the
coursework.

· The word count does not include figures and tables.

· Appendices are not included in the overall word count.

Students should prepare and submit their coursework assessments in the following format:

Font: Verdana 11 point


Spacing: 1.5 spaced
Margins: Normal (2.5cm)
Referencing: Harvard citation style

The attention of students is also drawn to the following:

Plagiarism

Standards of academic integrity are expected to be always upheld by all students. This means
that you must ensure that you do not use the words or ideas of another person without proper
acknowledgement of that source. This is very important because plagiarism is an academic
offence for which there are severe penalties. (See your Student Handbook for further details on
academic offences). Furthermore, the University’s concerns about contract cheating have
resulted in stronger measures being taken to detect this practice.
Referencing

All student coursework should be properly referenced. (See your Student Handbook for further
details on referencing).

1) What is the best way to structure my coursework?

First, please remember to write up your coursework in report format rather than in essay format.
Otherwise, you will lose marks!

Next, you need to demonstrate that your study meets the requirements of the project brief.
Therefore, it is advisable to strictly follow the sections and content set out in the module outline
(pp.13-14) in order to be able to show how you meet the project requirements. This means that
you should organize the content according to logical sections. First of all, have an introduction
(setting out aim of the report), followed by sections and specified content on background,
relevant consumer behaviour topics, conclusion and reflection.

You may use subsections if you wish, but given the word limit constraints, there is no need for the
inclusion of a table of contents or a management summary in your submitted report.

2) What is the difference between writing a report and an essay?

A written report generally serves to present the analysis, discussion and recommendations for a
given project brief, question or case study. A report is a formal document that follows a specific
style and structure, and although it is similar to an essay in some respects, there are some
important differences. The most obvious difference between an essay and a report is the layout.
Reports are designed to be easily and quickly absorbed by the reader. Therefore, they are laid out
schematically and everything is headed, numbered and labelled. This also helps you to develop a
logical structure and you can use bullet points where appropriate.
If you refer to the answer to the first question, you will see what the logical sections of the report
should be: i.e., introduction, background, main body of the report which consists of examining
the three relevant consumer behaviour topics, conclusion and reflection. Of course, these
sections should be followed by a list of references – remember you need to provide full
references for all the academic and practitioner sources (books, journals, reports, the Internet,
etc.) that you have consulted to produce your report; and any appendix/ appendices you wish to
include. However, remember that appendices should be kept to a minimum as only marginal
credit can be given for the material in appendices. Also, if you do use them, you should always
refer to them in the main body of the report, otherwise they may be overlooked!

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