Understanding the Consumer MKTG205

Title

Formative Group Presentation

Due Date

Week 7

Group Size

4 or 5

Group Member Registration Deadline

Week 2

Assessment type

Presentation PPT Use template provided (found in the Assessment & Feedback section of the Moodle site)

Time permitted

15 Minutes

Feedback

Verbally on the Day

Perception

Provide an example for each of the following:

1. Example for Perceptual Exposure

2. Example for Perceptual Attention.

3. Example for Perceptual Interpretation

Learning

Provide an example for each of the following:

1. Example for Classical Conditioning

2. Example for Positive Reinforcement

3. Example for Negative Reinforcement

4. Example for Punishment

5. Example for Cognitive Learning

The Self/ VALS

Provide an example for each of the following:

1. Example for The Self Ideal Self

2. Example for Freud (ID, Ego or Superego)

3. Example for VALS Model

Attitudes

Provide an example for each of the following:

1. Example for Functions of Attitudes

2. Example for ABC Model of Attitudes

3. Example for ELM Model

Module Code

MMP-5-UTC

Module Title

Understanding the Consumer

Module Leader

Dr David Capper

% of Module Mark

100%

Distributed

Week 1

Submission Method

Submit online via this Modules Moodle site

Submission Deadline

Week 11 Monday December 16th 2024 16.00

Criteria

Weighting

Structure & Presentation

10%

Referencing

10%

Research

10%

Theoretical Underpinning (Includes Introduction & Conclusion )

40%

Application

30%

Total

100%

Theory

Application

Approximate Words*

Overall Weighting

40%

30%

Introduction/ Conclusion

350

You are to answer the following question

Task 1

Individual Decision Making

25%

25%

850

You are to choose two of the following topics in Task 2

Task 2.1

Perception

25%

25%

850

Task 2.2

Learning

25%

25%

850

Task 2.3

Attitudes

25%

25%

850

Task 2.4

The Self, Personality & Lifestyle

25%

25%

850

You are to choose one of the following topics in Task 3

Task 3.1

Social Class

25%

25%

850

Task 3.2

The Family

25%

25%

850

For one of your chosen three topics (Task 2 or 3) you should consider ethical considerations

Ethical Considerations

250

Word Count

Within the word allocation

Balance of words between tasks

Make sure your report is 3,500-4,000 words.

Outside of this word allocation will incur a penalty. Any work past 4,000 words will not be marked.

Word Count to be put on Front Page.

The Title Page, Contents Page, Reference List & Appendices do not count towards the word total. In- body text referencing does.

Appendices not part of the word count and should only include images/ diagrams etc / no content to be graded should be put here.

Structure & Flow

Title Page (Include Student Number; Title of Work; Date; Name of Seminar Tutor ; Word Count)

Contents Page

Introduction

Task 1

Task 2 .. And so on.

Conclusion

Reference List

Appendices

Level of English

Clarity, Grammar, Spelling.

Level of Presentation

Attention to detail, professional, advert examples shown in report.

Page numbers, contents page used etc.

Layout

Work must be submitted as a PDF or Word Document.

Course work must be submitted using font size 11 or 12, with a

minimum of 1.5 line spacing

Your student number must appear at the front of the coursework. Your name must not be on your coursework.

Make sure the structure and flow of the presentation is consistent.

Refrain from using bullet points.

Grade

80-100%

A

Outstanding structure & presentation of work. All areas of structure and presentation are of exceptional quality with no improvements identified.

70-79%

Excellent structure & presentation of work. All areas of

structure and presentation are of excellent quality with little

/no improvements identified.

60-69%

B

Very good structure & presentation of work. All areas of structure and presentation are of a good- very good quality with some minor improvements identified.

50-59%

C

Structure and presentation are of an average to quite good

quality with some improvements identified.

40-49%

D

Weak structure & presentation of work. Structure and presentation are of a limited quality with numerous improvements identified.

30-39%

E

Poor structure & presentation of work. Structure and presentation are of a poor quality with substantial improvements identified.

0-29%

Very poor structure & presentation of work. Structure and presentation are of a very poor quality with most/all of the work needing improvement.

In Text Referencing

Correct usage of Harvard Referencing. Work in the body of your work should be referenced.

Reference List

Full Reference List included

Proper formatting of Reference List

References in the reference list should appear in the body of your work.

Diversity of references

Refrain from focusing on one/two references too much. Use a diversity of references in each part of report.

Number of References

At least 7-10 quality academic sources used (Not websites).

Quality of References

Quality sources used such as books, academic journal articles, Mintel etc.

Note: Theory should not be taken from on-line websites/ ChatGpt. Websites allowed when looking at Marketing examples.

Use of Journal Articles

AT degree level you are expected to show awareness of the academic literature. You are expected to use a range of journal articles.

Level of independent research

Your references should show independent academic research. Not just on your reading lists/ journal articles provided on Moodle.

Grade

80-100%

A

Outstanding independent relevant research evidenced by quality and quantity of sources used with no improvements identified

70-79%

Excellent independent relevant research evidenced by

quality and quantity of sources used with little /no improvements identified.

60-69%

B

Very good independent relevant research evidenced by quality and quantity of sources used. Some small areas of improvement identified.

50-59%

C

A range of sources used, although the quality or quantity could be improved.

40-49%

D

Limited research identified and used with numerous improvements identified.

30-39%

E

Some evidence of research but insufficient quality or quantity. Needs support to develop research skills.

0-29%

Little or no research presented. Needs significant support to develop research skills.

Introduction

Main Body Theory

This should include a brief description of (at least) the following:

The role of consumer behaviour as part of the marketing function.

The importance of ethical considerations.

Summary of what you will be covering.

Task 1 Compulsory

Task 2 you are to answer two topics of your choice.

Task 3 you are to answer one topic of your choice.

You should critically analyse your chosen theoretical concepts using a range of quality academic sources.

Show an understanding of how your chosen variable influences the Individual Decision- Making Model 5 stages.

One of your chosen topics should consider ethical considerations.

A

Theory: Examples of areas that you could cover:

B

Application: Examples of areas that you could cover:

1. Definition of Consumer Decision Making.

2. Brief Description of the 5 stages of consumer

decision making.

3. Analysis of consumer decision making models.

4. Strengths & Weaknesses of Consumer Decision Making Modules.

5. Use quality research to add substance to your work.

You should provide an example of purchasing a product through the 5-stage process (A2).

You should show examples of at least 2

decision-making models (A3).

You should provide at least 6 examples of strengths and weaknesses of Strengths & Weaknesses of Consumer Decision Making Modules (A4).

A

Theory: Examples of areas that you could cover:

B

Application: Examples of areas that you could cover:

1. Definition of perception.

2. Perceptual influence on the five stages of decision making (at least one example).

3. Critical discussion of the Perceptual Process, focus theory on Perceptual (1) Exposure, (2) Attention (3) Interpretation.

4. Use quality research to add substance to your work.

Possible Ethical Considerations

(1) An example would be to research how marketers get attention. Is this always ethical? The use of sex appeals/ shock appeals etc.

(2) Another example would be Subliminal Advertising

Apply theory to a range of examples. At least one example for each theory covered in (A3). Overall, at least 4 examples should be included.

Perceptual Exposure (for example, use of above or below the threshold).

Perceptual Attention (for example, use of advert appeals such as, influencers, product positioning, emotional appeals sex, celebrity, shock, humour, novelty, etc).

Perceptual Interpretation (for example the use of the Symbolism Triad

These examples should not be ones shown in the lecture, however, you can use your examples from the seminar activities.

Examples of adverts should be scanned into the body of the work (preferable) or put into the appendices.

A

Theory: Examples of areas that you could cover:

B

Application: Examples of areas that you could cover:

1. Definition of Learning

2. Learning influence on the five stages of decision making (at least one example).

3. Critical discussion of Behavioural & Cognitive learning, focus theory on (1)Classical Conditioning, (2)Instrumental Conditioning, (3) Cognitive Learning.

4. Independent research on the above stages.

Possible Ethical Considerations

Is the use of classical conditioning in Marketing

ethical?

Apply theory to a range of examples. At least one example for each theory covered in (A3). Overall, at least 4 examples should be included.

Classical Conditioning

Instrumental Conditioning (Positive, Negative, Punishment )

Cognitive learning.

These examples should not be ones shown in the lecture, however, you can use your examples from the seminar activities).

Examples of adverts should be scanned into the body of the work (preferable) or put into the appendices.

A

Theory: Examples of areas that you could cover:

B

Application: Examples of areas that you could cover:

1. Definition of Attitudes

2. How Attitudes influence the five stages of decision making (at least one example).

3. Critical discussion of attitudes, focus theory on (1)Function of Attitudes (2) The ABC Model (3) The ELM Model.

4. Independent research on the above stages.

Apply theory to a range of examples. At least one example for each theory covered in (A3). Overall, 4 examples should be included.

Functions of Attitude

ABC model

ELM Model

These examples should not be ones shown in the lecture, however, you can use your examples from the seminar activities).

Examples of adverts should be scanned into the body of the work (preferable) or put into the appendices.

A

Theory: Examples of areas that you could cover:

B

Application: Examples of areas that you could cover:

1. Definition of The Self

2. How The Self influences the five stages of decision making (at least one example).

3. Critical discussion of (1)The Self/ Congruence

(2) Personality/ Freud (3) VALS.

4. Independent research on the above stages.

Possible Ethical Considerations

For example, Marketing impacts on Self Worth etc

Apply theory to a range of examples. At least one example for each theory covered in (A3). Overall, at least 4 examples should be included.

The Self/Congruence

Freud (ID, EGO, Superego)

VALS

These examples should not be ones shown in the lecture, however, you can use your examples from the seminar activities).

Examples of adverts should be scanned into the body of the work (preferable) or put into the appendices.

A

Theory: Examples of areas that you could cover:

B

Application: Examples of areas that you could cover:

1. Definition of Social Class

2. Social Class influence on the five stages of decision making (at least one example).

3. Critical discussion of Social Class, focus theory

on (1)Social Class Stratification (ABC1 or other)

(2)The effectiveness of Social Class as a segmentation tool.

4. Independent research on the above stages.

Possible Ethical Considerations

For example, marketers using stereotypes of social

classes etc!

Apply theory to a range of examples. At least one example for each theory covered in (A3). Overall, at least 4 examples should be included.

Social Class Stratification (Upper class, Middle Class, Working class (A,B,C1,C2,D,E)

These examples should not be ones shown in the lecture, however, you can use your examples from the seminar activities).

Examples of adverts should be scanned into the body of the work (preferable) or put into the appendices.

A

Theory: Examples of areas that you could cover:

B

Application: Examples of areas that you could cover:

1. Definition of The Family

2. How the Family influences the five stages of decision making (at least one example).

3. Critical discussion of The Family, focus theory on (1)The Family Life Cycle, (2)The Family Decision making Model.

4. Independent research on the above stages.

Possible Ethical Considerations

For example, Pester Power?

Apply theory to a range of examples. At least one example for each theory covered in (A3). Overall, 4 examples should be included.

The Family Life Cycle

The Family Decision making Model

These examples should not be ones shown in the lecture, however, you can use your examples from the seminar activities).

Examples of adverts should be scanned into the body of the work (preferable) or put into the appendices.

Grade

80-100%

A

Outstanding theoretical content underpinning work. Shows sustained critical analysis, breadth, accuracy and detail in understanding key aspects of subject. No improvements required.

70-79%

Excellent theoretical content underpinning work. Shows critical

analysis, breadth, accuracy and detail in understanding key aspects of subject with little/ no improvements identified.

60-69%

B

Very good theoretical content underpinning work. Accurate understanding of key aspects of subject with good levels of critical analysis. Evidence of coherent knowledge with some minor improvements identified.

50-59%

C

Some accurate understanding of key aspects of subject. Evidence of coherent knowledge and critical analysis with some improvements required.

40-49%

D

Weak understanding of key aspects of subject. Limited evidence of coherent knowledge / critical analysis with numerous improvements required.

30-39%

E

Poor understanding of key aspects of subject. Very limited evidence of coherent knowledge/ critical analysis with substantial improvements required.

0-29%

Very poor understanding of key aspects of subject. Little/ no evidence of coherent knowledge/ critical analysis with most of the work requiring improvement.

Grade

80-100%

A

Outstanding levels of application. Consistently applies application of theory to context. No improvements required.

70-79%

Excellent levels of application. Consistently applies

application of theory to context. No/little improvements required.

60-69%

B

Very good levels of application. Consistently applies application of theory to context with some minor improvements identified.

50-59%

C

Some accurate application of theory. Evidence of coherent

application skills with some improvements required.

40-49%

D

Weak levels of application. Limited application of theory to context with numerous improvements required.

30-39%

E

Poor levels of application. Very limited application of theory to context with substantial improvements required.

0-29%

Very poor levels of application. Little/no application of theory to context with most of the work requiring improvement.