UMKDW9-15-M Customer Behaviour Resit Assessment Brief 2024-25 | UWE Bristol

Module learning outcomes assessed by this task:

LO1. Identify and appraise appropriate secondary data to analyse consumer behaviour
LO2. Select, evaluate and apply conceptual and theoretical ideas to analyse and improve marketing strategies
LO3. Apply the principles of consumer behaviour to strategic decision-making for a specific brand

Completing your assessment

PLEASE NOTE THAT IF THIS IS YOUR SECOND ATTEMPT, YOU ARE REQUIRED TO FOCUS ON A DIFFERENT BRAND – NOT A REWORKED VERSION OF THE FIRST ATTEMPT

What am I required to do on this assessment?

Choose a brand operating in one of the following sectors identified by Mintel:

• Business to business
• Technology & Media
• Travel, Leisure & Entertainment

1.Using the Mintel Database (accessible via the UWE Library), use the ‘Insights: Expert analysis’ section, then filter by ‘category’ to identify a report that relates to your chosen brand. Using data from this Report, recommend and justify a target market for your brand.

2.Using the Mintel Database (accessible via the UWE Library), identify the Industry Trends for your chosen sector. With reference to the Mintel data, and other relevant sources that you identify and cite, make recommendations on how the brand could use the marketing mix to engage with the target market you identified in part 1.

3.With reference to the target market in part 1, cite and refer to appropriate psychology theory to explain the likely drivers of customer behaviour within your chosen sector. This may include:
a.Group behaviour of customers within this sector
b.Individual differences between your customers
c.Relevant cognitive biases that relate to customers within this sector

4.Cite and refer to appropriate psychology theory to suggest ways in which your brand could improve the effect of its marketing activity. This may include:
a.Improvements to the presentation of the brand
b.Ways in which customers could be encouraged to choose this brand rather than others in the same sector.

How to I submit my assignment?

You need to record a video in which you present your work relating to points 1-4 above. You must show your face as well as sharing your screen while you present. The expectation is that you will display information on PowerPoint slides, although you may display information in another way if you choose. You will find guidance on how to record and submit a Panopto video on the Blackboard site for this module.

Where should I start?

Ensure you know how to access Mintel via the UWE library. This is free using your UWE login. Navigate to the Reports, read the Report for your sector, and summarise all the information on the customers in this sector.
Identifying a target market (a group of customers) is a crucial first step as you can then reflect on your learning from the module to consider the psychology of these customers and how the marketing mix could be used to engage them.

What do I need to do to pass?

Use the data you identify to explain a specific target market, refer to psychology theory to show that you understand how these customers think and behave, make some recommendations on using the marketing mix to engage these customers, then explain how the appeal of the brand could be improved by applying psychology theory.

How do I achieve high marks in this assessment?

Use all the time available to you (30 minutes). Use plenty of data to provide lots of detail on the target market for your brand. Refer to several psychological theories to show that you understand how these customers think and behave, and use a variety of citations to show that you have read beyond the core module materials. Make detailed recommendations on using each part of the marketing mix to engage these customers. Make practical suggestions for improving the appeal of the brand through application of several psychological theories, supported by a wide variety of citations beyond the core module materials.

How does the learning and teaching relate to the assessment?

The first five weeks are likely to particularly help you with parts 1 and 3. The last five weeks will focus on psychology and therefore particularly help you with parts 2 and 4.

What additional resources may help me complete this assessment?

Ensure you engage with the core materials provided to you through the module, including the core reading beyond the lecture materials. We strongly recommend using Google Scholar and the UWE Library to identify further reading relating to theories and concepts discussed.

In addition you should share your ideas with your tutors throughout the semester and use opportunities to discuss your ideas during your tutors’ office hours.

What do I do if I am concerned about completing this assessment?

UWE Bristol offer a range of Assessment Support Options that you can explore through this link, and both Academic Support and Wellbeing Support are available.
For further information, please see the Academic Survival Guide.
How do I avoid an Assessment Offence on this module? 2
Use the support above if you feel unable to submit your own work for this module.

Marks and Feedback

Your assessment will be marked according to the following marking criteria. You can use these to evaluate your own work before you submit.