you will have to analyse and evaluate the business and marketing strategies of a chosen company and its product/service by applying the theories and empirical findings in the field of consumer behaviour.
Contemporary Issues in Consumer Behaviour
Spring Semester, 2021/22
Assessment 1: Case Study
Date and method of submission: week 15 via NEOlms Word
count or equivalent: 3000 (+/-10%) words
Formative Assessment: Student presentation (Week 8 and 14)
For this assessment, you will analyse and evaluate the business and marketing strategies of a chosen
company and its product/service by applying the theories and empirical findings in the field of
Elements of the Case Study
Your case study should contain the following sections:
1. Introduction: Introduce the case, including the background and any previous studies of
2. Aims: Describe the purpose of the study and the specific questions you are trying to
3. (Secondary) Data: Review and summarise the relevant resources and data you have
4. Analysis: Evaluate the marketing strategies of the chosen company and apply the
consumer behaviour theories and empirical findings. Identify the gap between theories and
the real-life marketing strategy.
5. Results: Describe what you found through your investigations, e.g. the main themes that
6. Conclusion and Discussion: Explain the significance of the study and what can be learnt
from it. Note that a case study is a study of a particular situation so you can’t generalise the
results to all other situations. That means your discussion should focus on what can be
learnt about that particular situation and the individuals involved.
7. Recommendations: Provide proposals for future action to solve the problem or improve
Assessment criteria for Assessment 1 (LO1, LO2, LO3 and LO4 will be assessed)
This assessment will be marked according to the following criteria:
Knowledge and understanding (30%): The work demonstrates comprehensive knowledge
and new insights within the discipline. The work uses a broad range of literature and
Cognitive Skills (30%): The work demonstrates critical analytical skills. The analysis applies
relevant theories correctly and the assumption/limitations of the theories are recognised.
Practical and professional skills (20%): The work addresses the purpose of the assessment.
The conclusion, which forms an integrated part of the overall analysis, is well developed.
Transferable and key skills (20%): The structure of the work is clear and easy to follow.
The rules of grammar, usage and punctuation are followed. Spelling is correct. Language is
clear and precise. Referencing is correctly done following the Harvard referencing style.