| Category |
Coursework |
Subject |
Managament |
| University |
University of Essex |
Module Title |
BE555 Consumer Behaviour |
| Coursework Title |
Personal Consumption Reflective Essay |
| Word Count |
2500 words |
| Academic year |
2024-2025 |
This coursework is a continuation of coursework 1, where you have developed journal entries by reflecting on your three personal consumption patterns and experiences. For this coursework, you must choose a single entry from your introspective diary from coursework one and expand it to write a 2,500-word reflective essay, which explores your relationship with a significant object or consumption experience.
With this essay, you must draw more in-depth parallels, contrasts and connections between the theories that you have engaged during the lecture sessions and through your reading. These insights should also be used to develop observations/arguments concerning consumption-related topics/debates.
Having completed the reflective essay, you must use a medium of your choice (photograph, collage, painting, drawing, model making, etc.), to create a representation that captures your relationship with the consumption object/experience. You will not be assessed on the artistic quality of this representation; rather, the purpose here is to allow you to reflect upon the understanding that you have developed, in the essay, in a creative way. Previous student representations will be made available as examples.
You may consider the following questions (depending upon the individual experiences the choice of these questions may vary) to develop your reflective essay:
- How has consumption helped you construct your identity?
- What are the symbolic meanings associated with your consumption choices, and how are they important to you?
- Is the information processing perspective relevant to your consumption pattern or experience?
- Does the experiential perspective provide a better understanding of your consumption?
- Has consumption helped you connect with a community of like-minded individuals?
- Do you own consumption objects that are particularly significant in your life?
The principal aim here is for students to reflect upon their own consumption pattern/experience so that they can begin to understand and interpret the many ways that consumers form relationships with objects/ and through experiences.
While drafting your essay, keep the following points in mind, since these will be used to evaluate your essay.
- Comprehension: Evidence of subject knowledge: appropriate understanding of theories and concepts
- Presentation: Uniqueness and presentation of the assignment
- Research: Evidence of ability to locate, extract and analyse evidence from appropriate sources
- Analysis: Explanation and evaluation of appropriate argument and evidence
Notes and Advice
- Use the feedback and advice that you have received for coursework one to develop this essay.
- You will be expected to draw upon library readings (e.g., academic and trade journals or databases) beyond your core text to support your answer.
- This means that if you make a point about something, it should be backed up with a citation from a good reference that shows how prior research, or some other secondary source, suggests that your point is a valid one.
- ALL material used should be referenced appropriately. This includes material derived from websites or corporate brochures.
- The coursework should be word-processed, written in a suitable 12-point font (i.e., Times New Roman), and double-spaced.
Indicative Marking Criteria
Distinction
These personal consumption reflective essays will be an in-depth explanation of the coursework question and exhibit an exceptionally thorough exploration of the chosen object or consumption experience. with a breadth and depth of understanding. There will be a communicated line of argument in response to the topic, supported by apposite examples and references to the academic literature. Academic references, for example, from peer-reviewed journal articles, will provide substance to the essay and will be accurately cited. The essay not only adheres to the question but goes beyond, providing profound reflections and connections to broader consumer behaviour theories discussed in the course.
Merit
The personal consumption reflective essays will demonstrate a strong command of the chosen object or consumption experience. The coursework will be well-written, presenting a comprehensive understanding with clarity. These essays will cover a broad spectrum of relevant ideas, incorporating clear examples and maintaining a distinct line of argument. Academic references will be accurately integrated, contributing to a logically structured response that directly engages with the specific nuances of the chosen object or experience. While the structure will be generally logical, some sections may exhibit minor disruptions in flow or instances of repetition.
Pass
These essays will demonstrate a foundational understanding of the chosen object or consumption experience. The line of argument will be clear, even though it may lack intricate detail and depth. These essays will be readable, citations and referencing will be appropriate (academic references) and generally accurate. While the structure will maintain clarity, there may be room for improvement in constructing a more robust argumentative foundation.
Fail
A combination of the following features will usually mean a failing grade: (1) inadequate description of the topic;/(2) poorly written;/(3) very poor referencing and citation; and/or (4) is not relevant to the topic. This kind of essay is unstructured and written in a way that does not directly answer the question. These often appear disjointed, with a discussion that lacks a logical flow, resulting in an overall incoherent presentation.
Module Learning Outcomes
On successful completion of the module, students will be able to:
- Identify and explain key consumer behaviour theories and their relationship to practice.
- Understand consumer behaviour as a complex phenomenon worthy of study for managerial purposes and in its own right.
- Acquire the knowledge necessary for further advanced study in marketing and consumer behaviour courses.
