Module Assignment Brief
Module Assignment Brief
Programme:
Business & Tourism Management
Level:
Foundation
Module Title: Understanding Customers
Module code: U14886 Module leader/s: Dr Olawale Oni
Assignment No:
1
Assignment Type:
Reflective Writing
Assignment weighting %: 25% Assignment Word Count: (or equivalent) 750 Words or equivalent
Penalties All penalties that are listed at the end of this document in the Table of Penalties.
Submission Dates and Times:
Monday 06th September 2024 - 2PM
Summative Link U14886_JAN24: Reflective Writing - First Submission Inbox (globalbanking.ac.uk)Late Submission U14886_JAN24: Reflective Writing - Late Submission Inbox (globalbanking.ac.uk)Resubmission 1 U14886_JAN24: Reflective Writing - Resubmission 1 Inbox (globalbanking.ac.uk)Resubmission 2 N/A
Grade & Feedback release Dates All Grade and Feeback release dates are 21 days after the submission date. If an assignment deadline is Monday 1st 2:00pm then the grade release date will be Monday 22nd 2:00pm
This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes:
Module Outcome 1 Identify factors that influence consumer behaviour in different businesses and marketing contexts, including tourism
Module Outcome 2 Demonstrate understanding of contemporary consumer behaviour theories, concepts and models and their application to specific contexts.
Module Outcome 3 Demonstrate practical implications of consumer behaviour theory in different business and marketing contexts, including tourism
Assignment Requirements
Overview
This assignment will enable students to reflect on and demonstrate their knowledge and understanding of basic module concepts such as customers and consumers and their buying behaviour.
Assignment task/s to be completed To reflect on and demonstrate your knowledge and understanding of the related concepts of customers and their buying behaviour.
WHAT ARE YOU ASKED TO DO?
Prepare a 750-word reflective essay that includes all of the following:
Definition of customers.
A reflection from a customers perspective in tourism on two types of buying behaviours.
A reflection on the applicability of concepts of buying behaviours on your experience as a tourist.
Important:
All of your work must be a reflection based on reliable research using a minimum of two (2) different sources from the compulsory reading list. You must clearly and accurately indicate your sources using in-text references and provide a list of references at the end, following the CCCU Harvard Style Guide.
Additional Information required to support completing the tasks above Your reflective writing needs to include the following:
Introductory paragraph (125 words):
Define customer
Define variety-seeking and complex buying behaviours, and 1 of the following 2 types of buying behaviour: dissonance-reducing buying behaviour and habitual buying behaviour.
Indicate the sources of your definitions by in-text citations.
Outline the structure of the essay.
The first section (250 words):
Reflect on your personal experience as a customer of tourism products (remembering that in tourism, products are often services) concerning the 2 of the 3 types of buying behaviour defined in your introduction:
Give an example from your own experience buying tourism products for the first type of buying behaviour.
Give an example from your own experience buying tourism products for the second type of buying behaviour.
Remember that reflection begins with the description of an experience, followed by a description of your thoughts and feelings about that experience.
The second section (250 words):
Evaluating and analysing your experience, compare the differences between the 2 buying behaviours.
In this part of your reflection, you provide an evaluation of your experiences (how did one experience compare to the other?).
Conclusion (125 words):
Summarise and conclude the essay.
Comment on how well the concepts fit with your personal experience as a customer in tourism.
This is the analysis stage of your reflection (for example: explain how your understanding of the buying behaviours can help to make sense of your experiences). Do not introduce new information in this section, instead summarise and draw together your research and reflections, concluding what can be learned from your reflection on your experience.
Important:
Your definitions must be based on reliable research using a minimum of 2 different sources from the compulsory reading list (below). You MUST clearly and accurately reference all the sources (minimum 2) which you use from the compulsory reading list below, following the CCCU-Harvard Referencing Guide. Please note that this is a Reflective Writing assignment, where you are meant to write based on your own thoughts, feelings, and understandings after you have learned the concepts. Therefore, use first-person narrative, including I, me, etc., for your description of your personal experience and reflection). Use any reflective framework (e.g. Gibbs or Kolbs Reflective Cycle) to aid your writing.
Mandatory Referencing and Research Requirements
Referencing Style Please reference your work according to the Canterbury Christ Church University Harvard Referencing style guidance. You can access this on Moodle.
For each reference used, provide the full Harvard reference within your References section and the core in-text citation if you are referencing something in your text. Have a minimum of 10 different references.
For academic research, include both direct and indirect citations only from the recommended materials outlined above. For marketing research, include references from an array of websites: competitor companies, VisitBritain.org, ONS and National Careers Services, suppliers, other relevant sources, etc.
Mandatory Sources to be included in the Assignment Core Texts:
Szmigin, I. and Piacentini, M. (2018) Consumer behaviour. 2nd edn. Oxford: Oxford University Press. [Alternatively: 3rd edn, 2022.]
Recommended Reading:
Blythe, J. and Martin, J. (2023) Essentials of marketing. 8th edn. Harlow: Pearson.
Chartered Institute of Marketing (2018). Marketing glossary | CIM Marketing Expert. Available at: https://marketingexpert.cim.co.uk/glossary/ (Accessed: 27 October 2022).
Cohen, E. (1972). Toward a sociology of international tourism. Social Research, 39(1), pp. 164-182.
Fletcher, J., Fyall, A., Gilbert, D. and Wanhill, S. (2018). Tourism: Principles and practice. 6th edn. Harlow: Pearson.
Horner, S. and Swarbrooke, J. (2021) Consumer behaviour in tourism. 4th edn. New York: Routledge.
Kotler, P., Armstrong, G., Harris, L.C. and He, H. (2020) Principles of marketing. 8th European edn. Harlow: Pearson.
Musumali, B. (2019) An analysis why customers are so important and how marketers go about in understanding their decisions. Business and Marketing Research Journal, pp. 230-246.
Solomon, M.R. (2020) Consumer behaviour: Buying, having and being. 13th edn. Harlow: Pearson.
Websites:
Visit Britain: https://www.visitbritain.com/en/destinations.
Visit England (https://www.visitengland.com/places-to-visit), Visit Wales (https://www.visitwales.com/destinations) or Visit Scotland (https://www.visitscotland.com/places-to-go).
Further use and appropriately reference the linked local Visit website relevant to your chosen destination, such as Visit Blackpool (https://www.visitblackpool.com/), Visit Cornwall (https://www.visitcornwall.com/) or Visit London (https://www.visitlondon.com/).
Further Digital Resources Available:
Academic Search Index
British Library EThOS
Business Source Complete
CINAHL Complete
eBook Business Collection (EBSCOhost)
eBook Collection (EBSCOhost)
Economist
Entrepreneurial Studies Source
FT.com
GOBI E-books
JSTOR Journals
Library Catalogue
SCOAP3
Supplemental IndexFormat of your submission and how your assignment will be assessed
Format of Your Submission:
This assignment should be submitted electronically via Moodle.
Please ensure that your work has been saved in an appropriate file format: only Microsoft Word - No other format will be accepted.
You can submit your work as many times as you like before the submission date. If you do submit your work more than once, your earlier submission will be replaced by the most recent version.
Once you have submitted your work, you will receive a digital receipt as proof of submission, which will be sent to your forwarded e-mail address (provided you have set this up). Please keep this receipt for future reference, along with the original electronic copy of your assignment.
You are reminded of the Universitys regulations on academic misconduct, which can be viewed on the University website: Academic Misconduct Policy. In submitting your assignment, you are acknowledged that you have read and understood these regulations.
The Assessment Front Sheet (see the Template in Moodle) should be inserted as the first page for all assessments submitted by a student to Global Banking School (GBS). GBS reserves the right to not mark any assessment that is not submitted with this sheet attached and that does not comply with the requirements below.
It is the complete and sole responsibility of the student to upload their assessment to Turnitin for Marking prior to the specified deadline.
Assessment File Name - All Uploads Need to Be Submitted Using the Naming Convention Below:
Assessment type Format Example
Individual Assessment [A&F or B&T] [GBS ID] [Forename] [Surname] B&T 1234567 Jane Smith
To avoid uploading issues students should aim to upload their assessment several hours prior to the deadline to avoid Turnitin issues around the deadline time or accidentally submitting to the wrong submission link. It is recommended to check that the assessment that has been uploaded is able to be read after you have uploaded it and if not to re-upload it. Contact the SST on your campus if you have any issues.
Students should not request lecturers to submit assessments on their behalf as they are unable to do so.
Any assessment submitted after the specified deadline will incur a late penalty as specified in CCCU Academic regulations unless prior approval has been granted for Exceptional Circumstances.
How Your Assignment Will Be Assessed:
Your work will be assessed on the extent to which it demonstrates your achievement of the stated learning outcomes for this assignment (see above) and against other key criteria like content, design, and layout, as defined in the Universitys institutional grading descriptors. If it is appropriate to the format of your assignment and your subject area, a proportion of your marks will also depend upon your use of academic referencing conventions.
This assignment will be marked according to the grading descriptors for Level 0
The marking scheme and grid for grade descriptors:
Marking Scheme / Rubric - The Marking Scheme (otherwise known as a rubric) is available on the Module Assessment Tab on Moodle.
Submission Requirements
Submission Platform This assignment should be submitted electronically using Moodle to the Module Submission link
Submission Date &Time All submission & resubmission dates and time are as stated at the beginning of this Assignment brief.
You should submit your Assignment for all deadlines earlier than 2:00pm on the date stated.
Late submissions can be accepted for Summative Submissions only up to a maximum of 2 working days after the submission deadline. This does not apply to resubmission deadlines. A 10-mark deduction will be made by CCCU for all late submissions.
Work submitted more than two working days after the deadline will not be accepted and will be recorded as a non-submission.
Assignments submitted to the Resubmissions deadlines will be capped at 40 by CCCU.
If you are affected by events which are unexpected, outside your control and short-term in nature (i.e. lasting one to two weeks), under the exceptional circumstances procedure you may be eligible for:
A seven-day extension to your coursework (via self-certification request).
A 14-day extension to your coursework (via evidence-based request).
To defer your exam or time-constrained assessment if you have not yet submitted/attempted it (via self-certification or evidence-based request).
To re-take an exam/time-constrained assessment, if you feel your performance on your first attempt was negatively impacted (via impaired performance request).
Please note students are only eligible to have a maximum of 2 self-certification requests per academic year.
You can make a self-certification request up to 14 calendar days before your deadline:
for coursework it must beno later than 2pm on the deadline date
for exams and time-constrained assessments, the request must be submittedno later than the start time of the assessment.
Table of Penalties
Issue with the Assignment Penalty to be AppliedSuspected Academic Misconduct or Breach of Academic integrity The Assignment will be graded zero. Written feedback will be This assignment has been identified as potential Academic Misconduct/Breach of Academic Integrity. You will be invited to a meeting to discuss.
You will be invited to a meeting with an academic Misconduct reviewer. When you attend the meeting if Academic Misconduct or the breach of Academic Integrity is upheld you will be asked to rewrite the section of the assignment it applies to and re-submit the assignment.
Do not upload any assignments to the AMC submission links before the meeting otherwise it will be removed.
Failure to attend the meeting means the assignment will remain graded at zero and you will be unable to pass the module until you have attended the meeting.
The assignment is more than 10% over the prescribed wordcount i.e. for 3,000 words, if 3,400 is submitted excluding the cover page, table of contents, references and appendices. A 10-mark deduction applied to the overall grade that is manually entered by the Lecturer. This deduction is capped at 40%, which means an assignment cannot get less than 40% if a deduction has to be made.
For example, if the mark for the assignment was 60. The lecturer would deduct 10 marks and the mark will be 50. Written feedback will also state This assignment is 10% over the wordcount and 10 marks have been deducted.
Where assignments are more than 10% less than the prescribed wordcount and lecturers cannot identify if the learning outcomes have been met. This assignment will be graded below 40.
Where a student submits a .pdf instead of a word document. This assignment will be graded a Fail.
The lecturer will grade as 1 and the written feedback will state This is a pdf submission and is not allowed. All submissions should be in Microsoft Word format.
Students not working in their groups as agreed by the lecturer. This assignment will be graded a Fail.
The lecturer will grade as 1 and the written feedback will state This submission was not completed in the designated group.
Please note: Where a student has asked the lecturer to move from their original group and the lecturer has agreed this does not apply.
For a presentation assignment that requires oral delivery, and the student does not present in person. The Oral rubric criteria is not moved, and the oral criteria will remain at zero.
For a presentation assignment and the student does not upload a converted PPT To Word File with speaker notes. The communication rubric criteria is not moved, and the communication criteria will remain at zero.
For a presentation assignment that requires oral delivery, and the student did not present on the day or upload the presentation to a Word document with speaker Notes. This assignment will be graded a Fail.
The lecturer will grade as 1 and the written feedback will state There was no Oral presentation in class and the submission was not converted to Microsoft Word.
For a presentation assignment the student uploads a file that contains no slides and is simply continuous text. This assignment will be graded a Fail.
The lecturer will grade as 1 and the written feedback will state There are no slides present in the assignment submission.
If the assignment is group work and the resubmission is not changed to individual work.
If a group assignment is failed then the resubmitted work must be changed by a minimum of 25% to make it an individual piece of work.
This means if a Group Presentation is 12 slides a minimum of 3 must be different to the group submission. If the assignment is a Group Poster with 6 text boxes then a minimum of 2 of them must be different to the Group Poster. This assignment will be graded a Fail.
The lecturer will grade as 1 and the written feedback will state This resubmission should be individual and a minimum of 25% of the assignment has not changed.
Where a written assignment has text that is unable to be read by Turnitin because it is either a graphical image (excluding Presentations & Posters); for example, a screenshot or the assignment is written within text boxes on each page. This assignment will be graded 0 and the written feedback should state This assignment is unreadable by Turnitin and cannot be checked for Academic Misconduct. It has been referred for an AMC meeting.
The assignment will then be referred for Academic Misconduct investigation.
An assignment that does not make use of any Mandatory references provided in the assignment brief/Module Handbook. The reference rubric criteria is not moved and that criteria will remain at zero
An assignment has a reference list, but no citations. The reference rubric criteria is not moved and that criteria will remain at zero.
Written feedback should state The reference criteria has been graded Zero as no citations have been used. Please include citations in your assignment to support the academic points being made.
An assignment has no citations and no reference list. Foundation & Level 4 - The reference rubric criteria is not moved and that criteria will remain at zero. The written feedback will state Please ensure that you use citations and references to support your assignment submission.
At Level 5 and Level 6 this would be graded as a Fail. The lecturer will grade as 1 and written feedback will also show This assignment has no citations and no reference list.
Where False references are included in an assignment. This will be referred for Academic Misconduct.
This assignment will be graded 0 and the written feedback should state This assignment contains false references and has been referred for Academic Misconduct. You will be invited to attend an Academic Misconduct meeting.
Assignment is submitted after the Late Deadline or if it is a Resubmission, after the Resubmission deadline This assignment will be graded a Fail.
The lecturer will grade as 1 and written feedback should state 'This assignment was submitted after the deadline. Please resubmit at the next resubmission opportunity.'
Student Integrity and Academic Misconduct
The values of student integrity expected by CCCU are:
Honesty being clear about what is your work and where your ideas come from other sources.
Trust others can have faith in you being open about your work and acknowledging others work.
Fairness you do not try to gain an unfair advantage in using others work.
Responsibility you take an active role in applying the principle of Academic Integrity to your work.
Respect you show respect for the work of others.
Peer-support:
Students might choose to get support from their peers when preparing assessments, such as discussing the subject of the assessment, exchanging ideas, and receiving suggestions for improving the work. This is peer-support, and the University accepts this as a reasonable expectation when completing assessments. However, peers must not make any changes to anyones assessments as such actions could lead to allegations of academic misconduct.
Use of English as the medium of assessment:
Students cannot write an assessment in another language and subsequently translate their work into English or have it translated by any form of third-party. Use of translation software or third-party translators is a form of academic misconduct.
Artificial Intelligence (AI):
Students must write the entire assessment without using AI software such as ChatGPT. Submitting an assessment that contains any form of AI is a form of academic misconduct.
Proofreading:
Students can make use of Microsoft Words grammar and spell-checking functions but the use of Grammarly is not allowed as it uses AI text generation. If students use third-party proofreaders, these cannot make any changes that alter the assessment in anyway including correcting language or citation format errors. Third-party alterations to the assessment are a form of academic misconduct.
Plagiarism
Plagiarism can be defined as incorporating another persons material from books, journals, the internet, another students work, or any other source into assessment material without acknowledgement. It includes:
Using exactly the same words (sentences, phrases or even expressions not in everyday use, invented or created by an author to explain an idea) as used originallyRephrasing by making slight adjustmentsParaphrasing in a way which may deceive the reader as to the source.
Plagiarism in whatever form it takes is form of academic misconduct.
Collusion:
If students submit work for assessment that is falsely presented as the students own work but was jointly written with somebody else; this is a form of academic misconduct.
Duplication/Self-Plagiarism:
The inclusion in assessments of a significant amount of identical or substantially similar material to that already submitted for assessment by the student and graded for the same course or any other course or module at this University or elsewhere is classed as self-plagiarism. It does not include a resubmission of the same piece of work allowed by the examiners in an improved or revised form for reassessment purposes. Self-plagiarism is a form of academic misconduct.
Further clarification of the above can be found in CCCUs Academic Misconduct documents belowCCCU Student Academic Misconduct Procedures can found below: Please click the link to Open.
https://www.canterbury.ac.uk/asset-library/policy-zone/Student-Academic-Misconduct-Procedures-staff-students.pdfCCCU Student Academic Integrity Policy can be found below: Please click the link to Open.
https://www.canterbury.ac.uk/asset-library/policy-zone/Student-Academic-Integrity-Policy.pdf
