2095 Essentials of Marketing Assessment Brief 2024/25| University College Birmingham

Assignment task of 2095 Essentials of Marketing:

1. Referring to consumer behaviour theory and key terminology, explain how Pasture’s consumers’ purchasing decisions are influenced by two sub-factors from any two of the following factors: individual, psychological, social, cultural (a total of 4 sub-factors).
2. Explain how Pasture Birmingham segments the market, referring to two sub-factors from any two of the following factors: demographic, psychographic, geographic, behavioural segmentation (a total of 4 sub-factors).
3. Provide a detailed, illustrated customer persona for a typical customer for Pasture.
4. Identify how Pasture Birmingham differentiates itself from its competitors (referring to its unique selling point - USP). Then, referring to two elements of the marketing mix, explain how Pastureattracts the target market to its Birmingham restaurant.

MARKING CRITERIA:

• Below are the marking criteria that align with both the task(s) set andthe quality of your document. Clear weightings/marks will be noted for each criterion.  
• The overall mark awarded for this assignment will explicitly show how the mark was calculated based on your performance against each criterion.

Please ensure you have attempted all tasks to avoid the loss of marks for omissions.

• Student identifies and discusses TWO significant consumer behaviour sub-factors from TWO of the following: individual, psychological, social, cultural (total 4 sub-factors).
  Consumer behaviour theory and key terminology are applied accurately. 
• Student explains how Pasture segments the market, referring to TWOsegmentation sub-factorsfrom TWO of the following: demographic, psychographic, geographic, behavioural segmentation(total 4 factors).
• A typical customer persona is illustrated.
• USP is identified. TWO elements of the marketing mix are discussed.
• Structure and layout; academic writing;use of supporting references.

Task And Document Format Guidance Of 2095 Essentials Of Marketing:

• Focus on attention to detail, quality of work and overall academic standards. 

Specific Guidance for this assignment:

• Provide a title page, and list of contents.
• Provide a brief introduction.
• Address each task in order.
• Provide suitable subheadings for each task.
• Task 3 requires an illustrated customer persona, not a written description.
• Provide a conclusion to the report (no recommendations are required).
• You must refer to key theory and key terminology, providing valid academic references to support definitions - in particular referring to sources from the reading list.
• You should provide valid supporting evidence (references) from your research.
• Ensure you adhere to the guidelines on UCB referencing and writing conventions (see final page of this remit).
• For additional guidance on report writing, refer to the Assignment Life Cycle (see final page of this remit).
• For additional guidance on this assignment, please access the assignment vodcast available on Canvas.