BUSI 2331
Consumer Behaviour
Undergraduate Programmes 2023/24
SUMMATIVE ASSIGNMENT
You are required to identify and investigate a problem in the market.
Following on from the formative assessment, the summative assessment requires
the identification and subsequent detailed analysis of a chosen problem in the
market, and how an organisation and its consumers are responding. Theories,
frameworks and tools introduced throughout the module should be used to provide a
detailed critique of the problem worthy of investigation, with a related consumer
behavioural analysis undertaken. This should ultimately result in a report
demonstrating a key understanding of the market problem, critiquing changing
consumer behaviour in response to the problem, along with presenting a series of
marketing recommendations for the chosen brand/firm to overcome the problem
identified.
The investigation should include:
Context and symptoms of the problem in the market (including introduction to
the brand/firm under investigation)
Consumer behavioural analysis using key theories and frameworks
Marketing recommendations to the brand/firm to solve or address the problem
This assessment allows students to apply their learnings and understandings of the
key concepts of the module to a real market problem they find interesting. It requires
students to think critically, analyse and evaluate changing consumer behaviours to
develop marketing recommendations to solve the problem identified. Students
should apply appropriate tools, theories and insights to justify and evidence their
recommendations.
Overall word limit: 3000 words
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BUSI 2331
Consumer Behaviour
Undergraduate Programmes 2023/24
SUBMISSION INSTRUCTIONS
Your completed assignment must be uploaded to Learn Ultra
no later than 12:00 midday on 16
th
January 2024.
The assignment should be submitting using one of the following file
types: .doc, docx or .pdf
A penalty will be applied for work uploaded after 12:00 midday as detailed in
the Student Information Hub. You must leave sufficient time to fully complete
the upload process before the deadline and check that you have received a
receipt. At peak periods, it can take up to 30 minutes for a receipt to be
generated.
Assignments should be typed, using 1.5 spacing and an easy-to-read 12-point font.
Assignments and dissertations/business projects must not exceed the word count
indicated in the module handbook
/assessment brief.
The word count should:
Include all the text, including title, preface, introduction, in-text citations,
quotations, footnotes and any other items not specifically excluded below.
Exclude diagrams, tables (including tables/lists of contents and figures),
equations, executive summary/abstract, acknowledgements, declaration,
bibliography/list of references and appendices. However, it is not appropriate to
use diagrams or tables merely as a way of circumventing the word limit. If a
student uses a table or figure as a means of presenting his/her own words, then
this is included in the word count.
Examiners will stop reading once the word limit has been reached, and work beyond
this point will not be assessed. Checks of word counts will be carried out on
submitted work, including any assignments or dissertations/business projects that
appear to be clearly over-length. Checks may take place manually and/or with the
aid of the word count provided via an electronic submission. Where a student has
intentionally misrepresented their word count, the School may treat this as an
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BUSI 2331
Consumer Behaviour
Undergraduate Programmes 2023/24
offence under Section IV of the General Regulations of the University. Extreme
cases may be viewed as dishonest practice under Section IV, 5 (a) (x) of the General
Regulations.
Very occasionally it may be appropriate to present, in an appendix, material which
does not properly belong in the main body of the assessment but which some
students wish to provide for the sake of completeness. Any appendices will not have
a role in the assessment – examiners are under no obligation to read appendices and
they do not form part of the word count. Material that students wish to be assessed
should always be included in the main body of the text.
Guidance on referencing can be found on Durham University website and in the
Student Information Hub.
MARKING GUIDELINES
Performance in the summative assessment for this module is judged against the
following criteria:
Relevance to question(s)
Organisation, structure and presentation
Depth of understanding
Analysis and discussion
Use of sources and referencing
Overall conclusions
PLAGIARISM AND COLLUSION
Students suspected of plagiarism, either of published work or the work of other
students, or of collusion will be dealt with according to School and University
guidelines.
END OF ASSESSMENT
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