The assignment will enable students to demonstrate their knowledge and understanding of basic module concepts such as customers and consumers, their buying behaviour and how information technology supports facilitating and understanding customers.
This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes:
Identify factors that influence consumer behaviour in different businesses and marketing contexts, including tourism
Demonstrate understanding of contemporary consumer behaviour theories, concepts and models and their application to specific contexts
Assignment Task and Requirements
To explain the related concepts of customers, and their buying behaviour and investigate the role of information technology to understand customers WHAT ARE YOU ASKED TO DO? Prepare a 1500-word essay that includes all of the followings: Definition of customersDifferences between customers and consumersImportance of customersExplanation on consumer behaviour with types role of IT (Information Technology) to understand and facilitate customers Important:All of your work must be based on reliable research and have a minimum of 10 different sources within it. Please ensure you use both direct and indirect citations.
Assignment Guide and Format
Your essay needs to include the following:Introductory paragraph (150 words) – use a citation to define customer and outline the structure of the essay. The first section (400 words) Distinguish the concept of customers and consumers briefly. Explain the importance of customers in any business, including tourism. The second section (400 words) Define consumer behaviour and elaborate four (4) different types of consumer buying behaviour with examples from any business. The third section (400 words) What is the role of IT (Information Technology) in terms of understanding and facilitating customers in today’s world? Include examples from tourism also. Conclusive Paragraph (150 words) – this paragraph needs to summarise the topic of the essay and conclude it with your final thoughts. Do not introduce new ideas in this section. Important:All of your work must be based on reliable research and have a minimum of 10 different sources within it. All information must be drawn from research including the core and recommended texts. Please ensure you use both direct and indirect citations. You must reference all sources used in your work, using the Harvard Referencing Guide from CCCU.
Core Textbooks
Cameron Szmigin, I. and Piacentini, M. (2018) Consumer Behaviour. 2nd ed. Oxford: Oxford University Press.
Recommended books: Kotler, P., Armstrong, G., Harris, L.C. and He, H. (2019). Principles of Marketing. 8th European Edition. Harlow: Pearson Blythe, J. and Martin, J. (2019) Essentials of Marketing. 7th ed. Harlow: Pearson.
Referencing and research requirements
Please reference your work according to the Canterbury Harvard Referencing style guidance. You can access this on Moodle. For each reference used, provide the full Harvard reference within your references section and the core in-text citation if you are referencing something in your text. Include both direct and indirect citations from a wide variety of sources.
How your work will be assessed
Your work will be assessed on the extent to which it demonstrates your achievement of the stated learning outcomes for this assignment (see above) and against other key criteria, as defined in the University’s institutional grading descriptors. If it is appropriate to the format of your assignment and your subject area, a proportion of your marks will also depend upon your use of academic referencing conventions. This assignment will be marked according to the grading descriptors for Level 0.
Submission details
This assignment should be submitted electronically via Moodle (module tutors will discuss this process with you during class time). Please ensure that your work has been saved in an appropriate file format (Microsoft Word, Excel or PowerPoint, or PDF are the most widely used; Google Docs is also accepted). Your file must also contain at least 20 words of text, consist of fewer than 400 pages and be less than 40MB in size. your work more than once, your earlier submission will be replaced by the most recent version. You are reminded of the University’s regulations on academic misconduct, which can be viewed on the University website: Academic Misconduct Policy. In submitting your assignment, you are acknowledging that you have read and understood these regulations.
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