Assessment
The assessment of students is based on individual work on a project of their own choice. Students are asked to conduct a research project on consumer behaviour and retail strategy. Students are required to submit a report of 4,000 words for their project as well as deliver an individual poster presentation discussing the content of the report.
Students are expected to display understanding of consumer behaviour and retail marketing strategy as well as the ability to apply the concepts in practice. Therefore, students are expected to select one of the topics of consumer behaviour covered in the module, carry out research on that topic (either primary or secondary) and discuss their findings in the context of retail marketing strategy.
Reading
Essential Reading
The module is based on material that can be found in the core texts listed below:
Schiffman, L.G. and Kanuk, L.L., (2010) “Consumer Behavior”, (10thEdition), New Jersey: Pearson
McGoldrick, P.J., (2002) “Retail Marketing”, 2ndEdition, Berkshire, UK: McGraw-Hill.
Alternative Core Text
Peter, J.P., and Olson, J.C. (2010) “Consumer Behaviour and Marketing Strategy” (9thEdition), New York: McGraw-Hill
Berman, B., and Evans, J.R. (2013) “Retail Management. A Strategic Approach” (12thEdition), England: Pearson Education Limited
Dennis, C.E., Fenech, T., and Merrilees, W. (2004) “e-Retailing”, Oxon: Routledge
Malhotra, N.K. (2009), “Basic Marketing Research”, 3rd Edition, New Jersey: Pearson Prentice Hall
Recommended Reading
i) Text books
Solomon, M.R., Bamossy, G., Askegaard, S., and Hogg, M.K. (2010) “Consumer Behaviour, A European Perspective”, 4th Edition, Essex, UK: Pearson Prentice Hall
Evans, M., Jamal, A., Foxall, G. (2009) “Consumer Behaviour”, 2ndEdition, West Sussex, UK: John Willey & Sons Ltd
Field, A. (2009) “Discovering statistics using SPSS”, 3rd Edition, London: Sage Publications
ii) Academic Journals
Science Direct
- Journal of Retailing
- Journal of Business Research
- Journal of Retailing and Consumer Services
Emerald
- European Journal of Marketing
- Journal of Consumer Marketing
- International Journal of Retail and Distribution Management
ABI Inform / Pro Quest
- Academy of Marketing Science Review
- Journal of Consumer Behaviour
- Journal of Consumer Marketing
- Journal of Consumer Research
Ebsco Host EJS
- International Journal of Research in Marketing
- International Review of Retail, Distribution and Consumer Research
- Journal of Consumer Marketing
Marking Scheme
A brief description of the grades
Fail: 0 – 49%
No answer or no paper handed in. Alternatively, the work simply fails to address the issues which the assignment sets out to investigate. Presentation is poor and demonstrates little/no knowledge of theories and models discussed. Finally, the paper describes the theories and models as covered in the lectures and seminars, or the direct reading, but fails to analyse or evaluate them to any depth, or in the manner requested. Evidence of mistakes and confusion when applying concepts/frameworks to practice.
Lower Second: 50 – 59%
Work in this category is well structured, and not only accurately describes the theories and models but shows some evidence of critical evaluation. Little evidence of reading beyond lecture materials and directed study.
Upper Second: 60 – 69%
This will be a good work, with clear evidence of research and preparation. There will be evidence of analysis and critical evaluation of theories and models. There will be evidence of wider reading beyond directed study. Work will demonstrate a good appreciation of the value of the theory when applied in a marketing context.
First Class: 70% +
Only those students who present exceptional work will reach this grade. Papers will be presented to a near professional standard, with few or no errors in punctuation, spelling, or grammar, and all content will be clearly and logically structured. There will be clear evidence of scholarship, in that the student’s work will demonstrate that they have embraced the theory and techniques of consumer behaviour beyond that taught or directed towards during the unit, and can critically evaluate them, select appropriately between them, and apply them confidently and accurately within a given set of circumstances. This level is reserved for outstanding work.
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