BUSI2211 Consumer Psychology
\SUMMATIVE ASSIGNMENT 2
Answer ONE of the following options ONLY
OPTION ONE
The Culture Code
Design and conduct a qualitative Discovery Workshop aimed at identifying the cultural code for the FMCG product you analysed in your first assignment, documenting your findings in a formal Practical Project Report. Your report should contain enough methodological detail to facilitate replication of your study AND contain specific recommendations that may be used by marketers for a specific brand in your chosen product category.
OPTION TWO
Sales Triggers
Design and conduct a quantitative survey aimed at identifying the dominant Sales Trigger(s) for ONE specific brand in the FMCG product you analysed in your first summative assignment. Document your findings in a formal Practical Project Report that contains enough methodological detail to facilitate replication of your study. Your report should also contain specific recommendations that may be used by your chosen brand’s marketing team.
IMPORTANT
ALL REPORTS SHOULD FOLLOW THE TEMPLATE
PROVIDED IN THE MODULE HANDBOOK
Overall word limit: 2000 words
SUBMISSION INSTRUCTIONS
Your completed assignment must be uploaded to DUO
no later than 12:00 midday on 1 May 2020
A penalty will be applied for work uploaded after 12:00 midday as detailed in the Programme Handbook. 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 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 in the programme handbook and on DUO.
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
