辅导 BUSI2211 Behaivoural Science for Marketers 2023/24辅导 数据结构语言

BUSI2211

Behaivoural Science for Marketers 

Undergraduate Programmes 2023/24

SUMMATIVE ASSIGNMENT 

As an Analyst in a marketing consultancy company, you have been assigned the task of visiting and writing a consultancy report to critically assess the marketing activities of a retailer. Your report must choose ONE organisation. The table below includes a list of example retailers that would be suitable for the assignment. You can also choose a retailer that is not on the list, such as an independent shop or a charity shop, or larger retailer such as IKEA or TKMaxx. You must be able to visit the shop yourself and document their marketing activities for your report.

This report must include the following sections:

1. Introduction: (~300 words)

o Briefly describe your chosen organisation (i.e., origin, product offering, consumer profiles etc.).

o Outline the scope of your report:

2. Motivation of consumption: (~700 words)

o During this trip, is there any product that triggers your desire to buy? Critically review literature on Evolutionary Psychology and discuss to what extent Darwinian meta-drives are linked to this consumption.

3. Critically evaluate current marketing communication: (~800 words)

Identify & document two marketing communication activities from your chosen store that have impacts on your behaviour as a customer (e.g print ads, pricing label, packaging, store design etc.). You should show at least two pictures of these activities in your report and identify if any principle in behavioural science was used, for example,

Framing

Anchoring or Decoy

Scarcity

Social Proof

Cognitive Ease

Priming

Endowment Effect

(You may also identify other nudging technique that is not listed here)

Using previous literature, critically evaluate why the chosen marketing activities are effective.

Propose a new campaign/marketing communication message: (~800 words)

o Based on your analyses in both Sections 2 and 3, use principles of behavioural science to make recommendations to improve the marketing activities in the store. You need to provide examples to illustrate your idea (e.g. slogans; details for visual design etc.). Using literature from academic and industrial sources, justify why your recommendation should be effective.

Conclusion: (~300 words)

o Sum up the key points of the report)

References:

o APA referencing

Appendices (optional):

o Supplementary materials such as other charts, graphs, visuals, and research instruments (if any, for example, raw data, survey questionnaires, interview transcripts, etc.) 

Overall word limit: 3000 words

SUBMISSION INSTRUCTIONS

Your completed assignment must be uploaded to Ultra
no later than 12:00 midday on 30^th April 2024.

The assignment should be submitting using one of the following file types: .doc, docx or .pdf 

A penalty will be applied for work uploaded after 12:00 midday as detailed in the Student Information Hub.  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 on Durham University website and in the Student Information Hub.

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