Task/assessment brief: Task Understanding your own consumption habits is vital in understanding why consumers make decisions they do, and what influences your consumption decisions

Assessment Details
Assessment title

Abr.

Weighting

A consumption journal

report

75%

Pass marks are 40% for undergraduate work and 50% for postgraduate work unless stated otherwise.

Task/assessment brief:
Task

Understanding your own consumption habits is vital in understanding why consumers make decisions they do, and what influences your consumption decisions. Throughout the course of this module you are required to keep a consumption journal, that will log any purchases you make, or do not make, and anything else you may consume. This journal will then be analysed using relevant consumption theory.

1. Demonstration of evaluation and analysis of consumer behaviour, its drivers and key conceptual frameworks (30%)

2. Identifying and critically analysing your own consumption habits in relation to key theories explored throughout the module (30%)

3. Recommendations regarding how an Advertising Agency could use this information in future marketing activities (20%)

4. Consumption Journal (10%)

5. Coherence and referencing – systematic, logical approach to the essay, correct use of the Harvard referencing system and at least 15 sound academic references that have not been simply gleaned from lecture material (10%).

Referencing: Please ensure that you cite a minimum of FIFTEEN different credible academic and/or practitioner sources using the HARVARD referencing system (in text and as a bibliography).

Word count (or equivalent):

3000 word report

This a reflection of the effort required for the assessment. Word counts will normally include any text, tables, calculations, figures, subtitles and citations. Reference lists and contents of appendices are excluded from the word count. Contents of appendices are not usually considered when determining your final assessment grade.

Academic or technical terms explained:
Any Other Assessment Information:

Artificial Intelligence Models Guidance for this assessment:
Artificial Intelligence (AI) models can be a powerful tool to support your learning. The University has provided some resources to support you in its appropriate usage:

LibraryServices AI HubStudentGuide to AI and AssessmentCodeof Conduct for Students on the use of AICiteThem Right resource on citing materials relating to AI (if permitted)
As per the academic regulations (Academic Handbook Ah1_08), in all cases you must submit work that is your own, acknowledging any part of it that has been informed by another source including that which is AI generated. Upon submission of work, you will be asked to confirm the following statement:

I confirm that this assignment is my own work, except where I have acknowledged the use of works from other sources, including the use of any artificial intelligence (AI) tools, in accordance with what is allowable as described in the assessment brief.

Please note the following:

AIshould not be used as a substitute for your own knowledge, and you should never include any material that you do not understand and could not explain if asked.Notbeing able to explain your work when asked is likely to be a key factor when considering cases of academic misconduct related to AI.
The following information provides specific guidance for this assessment about what level of AI use is appropriate for this assessment. Remember that in all cases you must submit work that is your own, acknowledging any part of it that has been provided by another source.

Staff note Please place a tick mark (?) in the appropriate box below. No Use is selected by default.

NO USE OF GENERATIVE AI EXPECTED
Your assignment should be produced using information sourced by you from your learning materials and academic sources and cited appropriately.

AI tools for checking spelling, grammar and referencing may be used.

?

AI ACKNOWLEDGED
You can use AI tools to learn about your topic, as part of your study, or in preparing initial guidance on assignments (e.g. headline structure, suggestions for inclusion of topics).

Any materials that you have sourced from AI should be rewritten or reconfigured and integrated into your own work and referenced appropriately. It is recommended that this is confirmed by a relevant academic source.

Any support gained from AI should be acknowledged in a statement at the end of the assignment, making clear what the support was, and how you used it and developed it for your own work. Example statements are

available in the Student Code of Conduct [link].

AI EMBEDDED

Use of AI is an integral and expected part of the assessment.

The explicit inclusion of AI within the assessment means that instructions on the expected use will be part of the assessment brief.

Your assessment brief will describe how you should acknowledge the way in which you used AI tools.

Submission Details
Submission Deadline:

This will be provided on the Moodle submission point.

Estimated Feedback Return Date

This will normally be 20 working days after initial submission.

Submission Time:

By 2.00pm on the deadline day.

Moodle/Turnitin:

Any assessments submitted after the deadline will not be marked and will be recorded as a non-attempt unless you have had an extension request agreed or have approved mitigating circumstances. See the School Moodle pages for more information on extensions and mitigating circumstances.

File Format:

The assessment must be submitted as a pdf document (save the document as a pdf in your software) and submit through the Turnitin submission point in Moodle.

Your assessment should be titled with your:

student ID number, module code and assessment ID,

e.g. st12345678 BHL5007 WRIT1

Feedback

Feedback for the assessment will be provided electronically via Moodle. Feedback will be provided with comments on your strengths and the areas which you can improve. View the guidance on how to access your feedback.

All marks are provisional and are subject to quality assurance processes and confirmation at the programme Examination Board.

Assessment Criteria
Learning outcomes assessed

On successful completion of this module, students should be able to:

Analyse, demonstrate an understanding of and evaluate the contemporary approaches to the study of consumer behaviour.

Analyse the environmental, cultural and social influences, which affect individual behaviour.

Analyse the environmental, cultural and social influences, which affect group behaviour.

Apply contemporary approaches to the study of consumer behaviour to the solution of marketing management issues.

Explain the boundaries of consumer culture and their linkages and interactions with other to marketing and branding concepts.

Other skills/attributes developed

This includes elements of the Cardiff Met EDGE (Ethical, Digital, Global and Entrepreneurial skills) and other attributes developed in students through the completion of the module and assessment. These will also be highlighted in the module guidance, which should be read by all students completing the module. Assessments are not just a way of auditing student knowledge. They are a process which provides additional learning and development through the preparation for and completion of the assessment.

How the digital revolution allowed an increase in subcultural consumption.

The global reach of (Sub)cultural consumption.

Marking/Assessment Criteria
Marking Criteria

Better marks will be awarded for evidence of:

– Analysis, application and evaluation of behaviour theories and concepts relevant to an activity or product relating to subcultural consumption

– A beyond-the-superficial understanding of theory and concepts and the way they may interact with each other in particular circumstances.

– Evidence of thinking things through for yourself.

– Good links among relevant theoretical concepts, arguments from academic journal articles and the flow of your argument.

– see matrix for more detail

Journal Articles for assignment: articles are found on a folder in Moodle and others are available through Metsearch.

ASSESSMENT MATRIX put your matrix here Assessment title: Consumption Experience Analysis
ASSESSMENT MATRIX

Assessment title: Consumption Journal Analysis
Grade

70%+

60-69%

50-59%

49-40%

? 29%

Demonstration of evaluation and analysis of consumer behaviour, its drivers and key conceptual frameworks. (30%)

Your report provided a very good critical evaluation of the relevant consumer behaviour drivers and conceptual frameworks, which was supported by up-to-date academic definitions.

Your evaluation and analysis included relevant aspects such as:

Consumer Decision Making Process

Individual Influences such as gender, age, social class and religion.

Group Influences such as sub- cultures, brand communities, family, culture, peers, youtube influencers, Instagram influencers and celebrity endorsers.

Consumption Types such as symbolic, vicarious, ritual, utilitarian, hedonic, conspicuous, sacred, rejection of authority, anti-

consumerism, and identity creation.

Your report provided a good critical evaluation of the relevant consumer behaviour drivers and conceptual framework, which was supported by up-to- date academic definitions.

Your evaluation and analysis included a range of aspects such as:

Consumer Decision Making Process

Individual Influences such as gender, age, social class and religion.

Group Influences such as sub- cultures, brand communities, family, culture, peers, youtube influencers, Instagram influencers and celebrity endorsers.

Consumption Types such as symbolic, vicarious, ritual, utilitarian, hedonic, conspicuous, sacred, rejection of authority, anti- consumerism, and identity creation.

Your report provided a basic but adequate evaluation of the relevant consumer behaviour drivers and conceptual framework, which was supported by up- to-date academic definitions.

Your evaluation and analysis included some aspects such as:

Consumer Decision Making Process

Individual Influences such as gender, age, social class and religion.

Group Influences such as sub- cultures, brand communities, family, culture, peers, youtube influencers, Instagram influencers and celebrity endorsers.

Consumption Types such as symbolic, vicarious, ritual, utilitarian, hedonic, conspicuous, sacred, rejection of authority, anti- consumerism, and identity creation.

Your report provided superficial evaluation of the possible of the relevant consumer behaviour drivers and conceptual framework, which was supported by up-to- date academic definitions.

Your evaluation and analysis included a few aspects such as:

Consumer Decision Making Process

Individual Influences such as gender, age, social class and religion.

Group Influences such as sub-cultures, brand communities, family, culture, peers, youtube influencers, Instagram influencers and celebrity endorsers.

Consumption Types such as symbolic, vicarious, ritual, utilitarian, hedonic, conspicuous, sacred, rejection of authority, anti-consumerism, and identity creation.

Your report provided a totally inadequate evaluation of the relevant consumer behaviour drivers and conceptual framework which was supported by up-to-date academic definitions.

Your evaluation and analysis failed to included aspects such as:

Consumer Decision Making Process

Individual Influences such as gender, age, social class and religion.

Group Influences such as sub- cultures, brand communities, family, culture, peers, youtube influencers, Instagram influencers and celebrity endorsers.

Consumption Types such as symbolic, vicarious, ritual, utilitarian, hedonic, conspicuous, sacred, rejection of authority, anti-consumerism, and identity creation.

Identifying and critically analysing your own consumption habits in relation to key theories explored throughout the module.

(30%)

Your report demonstrated a range of well- articulated insights and meaningful evaluation of your own consumption habits. The information provided was coherent and demonstrated a clear relationship between theory outline above and your own consumption habits.

Your report demonstrated a number of good insights of your own consumption habits. The information provided demonstrated a good relationship between the theory outlined above and your own consumption habits.

Your report demonstrated a basic but adequate evaluation of your own consumption habits. The information provided demonstrated a superficial relationship between the theory outline above and your own consumption habits.

Your evaluation was descriptive in nature resulting in limited insights into your own consumption habits.

There was only limited relationship between the theory outlined above and you own consumption habits.

Your evaluation was inadequate resulting in very limited insights into your own consumption habits. There was no relationship between the theory outlined above and you own consumption habits.

Recommendations regarding how an Advertising Agency could use this information in future marketing activities.

(20%)

The assignment provided a range of very good recommendations to the Advertising Agency regarding their use of the customer insight provided. The recommendations were clear, well- argued and well justified using relevant theory to underpin its use in future marketing activities.

The assignment provided a number of good recommendations to the Advertising Agency regarding their use of the customer insight provided. The recommendations were clear and justified using relevant theory to underpin its use in future marketing activities.

The assignment provided some basic but adequate recommendations to the Advertising Agency regarding their use of this customer insight provided. The recommendations were reasonable clear with some justification but lack reference any relevant theory to underpin its use in future marketing activities.

The assignment provided only superficial recommendations to the Advertising Agency regarding their use of the customer insight provided.

The recommendations were adequately presented but lacked clarity, research evidence and theoretical justification.

The recommendations to the Advertising Agency regarding their use of this customer insight were inadequate or incomplete.

Consumption Journal (10%)

You provided a very good consumption journal, which was:

Detailed

Regular

Reflective

Insightful Your journal comprehensively addressed:

Items you purchase

Items you did not purchase

A very good selection and presentation of information in a clear and concise manner was presented. A clear train of thought made it easy to follow the points being made.

You provided a good consumption journal, which was:

Detailed

Regular

Reflective

Insightful

Your journal included addressed:

Items you purchase

Items you did not purchase

A good selection and presentation of information which was clear but at time was confusing.

Occasionally your train of thought was lost making it difficult to follow the specific point being made.

You provided a basic but adequate consumption journal, which included some aspect such as:

Detailed

Regular

Reflective

Insightful

Your journal touched upon:

Items you purchase

Items you did not purchase

Communication of information was limited and at times confusing and incoherent. Your train of thought and arguments were lost making it difficult to difficult to follow the specific point being made.

You provided a superficial consumption journal, which included a few aspect such as:

Detailed

Regular

Reflective

Insightful

Your journal touched upon:

Items you purchase

Items you did not purchase

Information was presented in an unclear and incoherent manner. No clear train of thought which made it difficult to follow the point being made.

You provided a inadequate or incomplete consumption journal. Very little relevant information was presented; the answer rambled around the general area of the question but failed to include any meaningful understanding.

Coherence and referencing (10%)

Your assignment demonstrated a very good grasp of grammar and academic writing. Furthermore, your assignment had a very good structure, was logical written and was coherent.

Your assignment demonstrated a very good use of various academic and or practitioner credible sources, which were evident within and cited in the main text.

The Harvard style of referencing is mostly adhered to correctly throughout the essay and a comprehensive list provided at the end.

Your assignment demonstrated a good grasp of grammar and academic writing.

Furthermore, your assignment had a good structure, was logical written and was coherent.

Your assignment demonstrated a good use of various academic and or practitioner credible sources, which were evident within and cited in the main text.

The Harvard style of referencing is mostly adhered to correctly throughout the essay and a list provided at the end.

Your assignment demonstrated a basic but adequate grasp of grammar and academic writing.

Furthermore, your assignment had a basic but adequate structure, but lacked a logical flow and coherent

Your assignment demonstrated a basic but adequate use of various academic and or practitioner credible sources, which were evident within and cited in the main text.

The Harvard style of referencing is sometimes adhered to correctly throughout the essay

and a basic list provided at the end.

Your assignment demonstrated a poor grasp of grammar and academic writing. Furthermore, your assignment had a poor, incoherent and illogical structure.

Your assignment demonstrated poor and limited use of various academic and or practitioner credible sources, which were evident within and cited in the main text.

The Harvard style of referencing is poorly adhered to throughout the essay and a poor list provided at the end.

Your assignment demonstrated a very poor or no grasp of grammar and academic writing. Furthermore, your assignment had very poor, incoherent and illogical structure.

Your assignment demonstrated either very poor or no use of various academic and or practitioner credible sources, which were evident within and cited in the main text.

The Harvard style of referencing is very poorly adhered to/ non existent throughout the essay and a very poor/ no list provided at the end.

Further Information
Who can answer questions about my assessment?
Questions about the assessment should be directed to the staff member who has set the task/assessment brief. This will usually be the Module Leader. They will be happy to answer any queries you have.

Staff members can often provide feedback on an assignment plan but cannot review any drafts of your work prior to submission. The only exception to this rule is for Dissertation Supervisors to provide feedback on a draft of your dissertation.

Referencing and independent learning
Please ensure you reference a range of credible sources, with due attention to the academic literature in the area. The time spent on research and reading from good quality sources will be reflected in the quality of your submitted work.

Remember that what you get out of university depends on what you put in. Your teaching sessions typically represent between 10% and 30% of the time you are expected to study for your degree. A 20-credit module represents 200 hours of study time. The rest of your time should be taken up by self- directed study.

Unless stated otherwise you must use the HARVARD referencing system. Further guidance on referencing can be found in the Study Smart area on Moodle and using Cite Them Right (use your university login details to access the site). Correct referencing is an easy way to improve your marks and essential in achieving higher grades on most assessments.

Technical submission problems
It is strongly advised that you submit your work at least 24 hours before the deadline to allow time to resolve any last minute problems you might have. If you are having issues with IT or Turnitin you should contact the IT Helpdesk on (+44) 2920 417000. You may require evidence of the Helpdesk call if you are trying to demonstrate that a fault with Moodle or Turnitin was the cause of a late submission.

Extensions and mitigating circumstances
Short extensions on assessment deadlines can be requested in specific circumstances. If you are encountering particular hardship which has been affecting your studies, then you may be able to apply for mitigating circumstances. This can give the teachers on your programme more scope to adapt the assessment requirements to support your needs. Extensions and mitigating circumstances policies and procedures are regularly updated. You should refer to your degree programme or school Moodle pages for information on extensions and mitigating circumstances.

Unfair academic practice
Cardiff Met takes issues of unfair practice extremely seriously. The University has procedures and penalties for dealing with unfair academic practice. These are explained in full in the University’s Unfair Practice regulations and procedures under Volume 1, Section 8 of the Academic Handbook. The Module Leader reserves the right to interview students regarding any aspect of their work submitted for assessment.

Types of Unfair Practice, include:

Plagiarism, which can be defined as using without acknowledgement another persons words or ideas and submitting them for assessment as though it were ones own work, for instance by copying, translating from one language to another or unacknowledged paraphrasing. Further examples include:

Use of any quotation(s) from the published or unpublished work of other persons,whether published in textbooks, articles, the Web, or in any other format, where quotations have not been clearly identified as such by being placed in quotation marks and acknowledged.Use of another persons words or ideas that have been slightly changed or paraphrasedto make it look different from the original.Summarising another persons ideas, judgments, diagrams, figures, or computerprogrammes without reference to that person in the text and the source in a bibliography/reference list.Use of assessment writing services, essay banks and/or any other similar agencies(NB. Students are commonly being blackmailed after using essay mills).Useof unacknowledged material downloaded from the Internet.Re-useof ones own material except as authorised by your degree programme.
Collusion , which can be defined as when work that that has been undertaken with others is submitted and passed off as solely the work of one person. Modules will clearly identify where joint preparation and joint submission are permitted, in all other cases they are not.

Fabrication of data , making false claims to have carried out experiments, observations, interviews or other forms of data collection and analysis, or acting dishonestly in any other way.

How is my work graded?
Assessment grading is subject to thorough quality control processes. You can view a summary of these processes on the Assessment Explained Infographic.

Grading of work at each level of Cardiff Met degree courses is benchmarked against a set of general requirements set out in Volume 1, Section 4 of our Academic Handbook. A simplified version of these Grade Band Descriptors (GBDs) with short videos explaining some of the academic terminology used can be accessed for Foundation, 1st year, 2nd year and 3rd year undergraduate and MSc programmes.

We would strongly recommend looking at the Study Smart area of Moodle to find out more about assessments and key academic skills which can have a significant impact on your grades. Always check your work thoroughly before submission.