Assessment Brief
BBM6009 Global Consumer Behaviour
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BBM6009 Global Consumer Behaviour |
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Assessment Number |
001 |
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Assessment Type (and weighting) |
Written Piece-100% |
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Assessment Name |
A case study analysis |
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Word Limit |
Total: 4000 words Part 1: 1000 words Part 2: 1000 words Part 3: 2000 words |
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Assessment Submission Date |
Submission via Turnitin |
1. Learning Outcomes Assessed
LO1: Evaluate the complex nature of consumer behaviour in a global context and its importance to marketers.
LO2: Critically analyse the influence of consumer behaviour on marketing strategy and tools.
LO3: Critically appraise key theories of consumer behaviour within complex situations
2. Use of Generative Artificial Intelligence (GAI) Applications in this Assessment
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AI Status |
Application |
Notes |
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Category B |
GAI can be used to assist you with the assessment. You may use AI only to obtain information about consumers in one global market. |
Grammar and/or spell checkers may be used to correct individual words and sentences. GAI can also be used for specific tasks, e.g. (1) to generate initial ideas which must then be subject to fact checking by authoritative sources, (2) to structure assessments, (3) to generate summary information which should then be put into your own words and referenced. Any GAI generated content which is presented as your own original work and is not acknowledged will be assessed for academic misconduct. |
You should only use AI to obtain information about global consumer behaviour relating to your chosen company.
3. Assessment Task
Assignment Overview
This assignment is designed to test your knowledge and understanding of consumer behavior theories and concepts, and your critical analysis of consumer behavior in a global context.
The assignment comprises 3 key parts as follows:
Part 1: How important to companies is understanding the profile of consumers when targeting their marketing activities? You should consider the complexity of operating in a global context and include at least one example within your answer. (1000 words: 25 marks)
Part 2: Choose one international company that trades in more than one geographical market. Research their activities and critically analyse their choice of marketing strategy and channels used, analysing how influences on the behaviour of their target consumers affect their marketing choices. Some influences you may consider are perception, attitude, loyalty, gender, education, income, and age. (1000 words: 25 marks)
Part 3: Critically appraise two key consumer behaviour models and apply them to the company you have selected. You should critically assess how useful they are in selecting marketing strategy and channels and recommend the most relevant model for the company you have analysed.
You may select from examples such as Engel-Kollat-Blackwell model, Theory of Planned Behaviour (TPB), Black Box Model or Fishbein’s Multi-Attribute Model. You should agree the models you analyse with your lecturer before completing. (2000 words: 50 marks).
Please see supporting guidance notes when selecting your company and the models of consumer behavior theory.
Declaration: At the end of the assessment, you should also include a declaration of any software tools including Generative AI (GAI) applications that you used in developing and completing the assessment.
4. Minimum Secondary Research Source Requirements
It is expected that the Reference List will contain between ten and fifteen sources. As a MINIMUM the Reference List should include three refereed academic journals and five academic books.
5. Specific Assessment Criteria
85%+: Overall, your work will be of a quality where you demonstrate exceptional knowledge and understanding which is exemplary in the field of consumer behaviour. Your critical analysis and implications of your conclusions will be exceptional and of leading industry or academic standard. All recommendations will be supported by comprehensive justification. The report structure, its presentation, your written English, your referencing and quality of sources will all be of an exceptional standard. 70% – 84%+: Overall, your work will be of excellent quality where you demonstrate excellent knowledge and understanding of the consumer behaviour influences as well as consumer behaviour models and approaches. The influences will be accurately identified. You will provide excellent explanations of the effects. The implications will be analysed in an impressive manner and recommendation of models will be supported by a brief yet excellent justification.
The report structure, its presentation, your written English and your referencing will all be of an excellent standard.
60% – 69%: Overall, your work will be of very good quality where you demonstrate noteworthy knowledge and understanding knowledge and understanding of the consumer behaviour influences as well as consumer behaviour models and approaches. The influences will be very well identified. You will provide very good explanations of the effects. The implications will be analysed very well. The recommendation of the model will be supported by a brief yet convincing justification. The report structure, its presentation, your written English and your referencing will all be of very good standard.
50 – 59%: Overall, your work will be generally of good quality where you demonstrate good knowledge and understanding of the consumer behaviour influences as well as consumer behaviour models and approaches. The influences will be well identified. You will provide convincing explanations of the effects. The implications will be analysed well. The recommendation of the model will be supported by a brief yet adequate justification. The report structure, its presentation, your written English and your referencing will all be of good standard. The academic content, the quality of discussion, and other elements will likely require some development.
40% – 49%: Your work will demonstrate some awareness of consumer behaviour influences as well as consumer behaviour models and approaches. The influences identified will be satisfactory. You will provide satisfactory explanations of the effects. The implications analysed will be acceptable. The recommendation of the model will be supported by a brief yet satisfactory justification. The report structure, its presentation, your written English and your referencing will all be of acceptable standard. The academic content, the quality of discussion, and other elements will definitely require development.
Borderline Fail 35% – 39%: Your work will demonstrate limited awareness of consumer behaviour influences as well as consumer behaviour models and approaches. The influences identified will be less than satisfactory. You will provide some limited explanations of the effects. The implications analysed will be limited. The recommendation of the model will be not supported in a convincing manner.
The report structure, its presentation, your written English and your referencing will need a lot of improvement. The academic content, the quality of discussion, and other elements will require significant development.
Fail ≤34%: Your work will demonstrate poor awareness of consumer behaviour influences as well as consumer behaviour models and approaches. The influences identified will not acceptable. You will provide poor explanations of the effects. The implications will be poorly analysed. The recommendation of the model will be mostly unacceptable. In addition, there will probably be very significant problems with any combination of the report structure, its presentation, written English and referencing. The academic content, the quality of discussion, referencing, and other elements will be likely to require very extensive development.
The General Assessment Criteria HE6 applies in addition to marking guide above.
6. General Assessment Criteria for Written Assessments GENERAL ASSESSMENT GUIDELINES – LEVEL HE6
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Relevance Learning outcomes must be met for an overall pass |
Knowledge and Understanding |
Analysis, Creativity and Problem-Solving |
Self- awareness and Reflection |
Research/ Referencing |
Written English |
Presentation and Structure |
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Class I (Exceptional Quality) 85% – 100% |
Work is directly relevant and expertly addresses the requirements of the brief. Learning outcomes are met. |
Demonstrates an exceptional breadth and depth of knowledge and understanding of theory and practice beyond the threshold expectation for the level.
Demonstrates mastery in conceptual understanding of a range of specialised areas. |
Presents an exceptional synthesis and critical evaluation of findings from a broad range of relevant sources in order to draw clear, systematic, justified and insightful conclusions. Provides a sophisticated critical insight and expertly interprets complex matters and ideas. Demonstrates exceptional creative flair and a high level of originality. Demonstrates exceptional problem- solving skills and initiative. |
Provides insightful reflection and critical self- awareness in relation to the outcomes of own work and personal responsibility. |
An extensive range of contemporary and relevant reference sources selected and drawn upon.
Sources cited accurately in both the body of text and in the Reference List/ Bibliography. |
Writing style is clear, succinct and appropriate to the requirements of the assessment. An exceptionally well written answer with competent spelling, grammar and punctuation. For example, paragraphs are well structured and include linking and signposting. Sentences are complete and different types are used. A wide range of appropriate vocabulary is used. |
The presentational style and layout are correct for the type of assignment. Evidence of planning and logically structured. Where relevant, there is effective inclusion of, and reference to, figures, tables and images |