Understanding Custommer

1. Introduction
The Assignment Guide should be used with the Assignment Brief, as
its purpose is to provide guidance on how best to respond to the assignment
brief. It also shows what the marker will look for in the piece of work.
The learning outcomes that addressed within the tasks of the
assignment:
·
Demonstrate practical implications of
consumer behaviour theory in different businesses and marketing contexts,
including tourism

2. Assignment Guidance

2.1.
Essay
The assignment
involves preparing a written essay
on your understanding of the module in 1,500 words
a)
Your whole essay task will be
about the learning and knowledge gained during this module

b)
Begin your research by reading
the related pieces of research from the module – your lecturer will have showed
which research applies to each of the topics

c)
The
structure of the essay is:

·
Introduction (150 words)
·
Contemporary
Perspectives on consumption (250 words)–Refer to week 1 slides
·
Individual
Decision-Making and Involvement (200 words)–Refer to Week 2 slides

·
Importance of
Perceptual Processes in understanding individual consumers (200 words)–Refer to
Week 2 slides

·
Consumers in Society
(Groups and Social Processes) (200 words)–Refer to Week 3 slides

·
Where it is heading –
Future Trends in Consumer Behavior (250 words)–Refer to Week 4 slides
·
Conclusion (150 words)

d)
REMEMBER – EVERY
STATEMENT/PIECE OF INFORMATION YOU WANT TO INCLUDE IN YOUR ASSIGNMENT MUST COME
FROM YOUR RESEARCH AND BE REFERENCED CORRECTLY. Include
a minimum of 15 references
3. Conclusion
This assignment is an essay of 1500 word (+/-
10%). The essay must be in a Microsoft Word document which will be submitted
into Turnitin
Please ensure if you do not have the relevant IT skills to create
this assignment as one Word document, that you book in with the Academic
Support team before the Summative deadline to get the IT help you need.
To ensure that your work has enough research,
you need to cite from the three core textbooks. You should aim to find more
pieces of research that come from a range of books, websites, journals, etc.

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