Assessment (Individual Coursework)

Use the theories that you learnt in this course to explain the behaviour of consumers in a given case study

The aim and scope of the coursework

The purpose of the coursework is to provide students an opportunity to demonstrate their knowledge of the basic principles of consumer behaviour and the students' ability to apply the knowledge to real life consumer behaviour cases. The coursework allows students to express creativity in data organisation and discussion, especially given the somewhat strict word limit for the report.

Students are expected to use theories of consumer behaviour such as personality, attitudes, culture, perception, reference groups, social classes, choice behaviour in as individuals or groups (decisions in families) etc. However, marks will be awarded for using relevant theories only. Marks may be deducted for "indiscriminate" use of irrelevant theories of consumer behaviour. An assessment guide, an expanded version of the guide in the handbook, is given below to assist students in writing the coursework.

Description of Exam Closed book, examination will consist of questions covering the whole module syllabus. Questions will be set to assess students' understanding of the module, as demonstrated by their ability to explain, describe, or evaluate relevant concepts, theories and models. The examination will take place during the University Examination Period directly after the last teaching week (24). Compensation is permitted on the module.

Attachment:- CASE STUDY - RE-SCANNED.pdf