17020250512118_Assessment Brief (Semester 1 2023-2024)

Assessment Brief – MK9708 Contemporary Issues in Consumer Behaviour (Postgraduate) Module Code: MK9708 Module Title: Contemporary Issues in Consumer Behaviour Distributed on: Week 1 (On Module BB) Hand in Dates: Part A – Thursaday 23 th November, 2023 (11:59 am) Part B – Tuesady 16 th January, 2024 (11:59 am) In this module you will be assessed summatively at two stages (Part A and Part B). In addition, formative feedback will be given to you during seminar and workshop sessions. Assessment in Detail: Part A (25%) – Group Assessment A Talk Show Performance of a Contemporary Consumer Issue: You will work in groups of 3-5 students to direct a 10-minute talk show performance under the overarching theme “ representing postmodern consumer complexity ”. To do this, you will need to focus on a specific area of consumption , which we discuss throughout the semester and use postmodern consumer conditions and other relevant theories to critically engage and makes sense of that area of contemporary consumption . Therefore, the specific title of your talk show will be different to this overarching title depending on the consumption issue you choose. In addition, Week 1 and 2 sessions will introduce you to various postmodern complexities and postmodern consumer characteristics in detail. You are encouraged to discuss this topic and the creative idea in your groups first and it is also best to discuss this with the module leader before starting to develop the product. You must draw from lectures, seminars, and workshops to identify the key issue and theoretically engage with it. Specifically, your talk show performance will need to include. Your video product will need to : 1. Identify a contemporary consumer issue clearly. Examples of issues that you can focus could fall under general areas of postmodern consumer complexity such as migration and acculturation, gender, changing nature of family, green consumption and sustainability, emerging technologies, and consumption communities. By focusing on one of the areas and theoretically engaging with it using postmodern consumer conditions that is discussed in Week 2, you will be able to represent the postmodern consumer complexity as required and the overarching theme of the assessment. 2. Discuss the complexity and severity of the identified issue including its inception and various influences. Basically, illustrate the true complexity of the issue. 3. Critical evaluation of how the identified issue is shaping contemporary consumptionscape. In doing so you will need to use postmodern consumer conditions to discuss such complexity of the issue. You will also need to compare and contrast alternative narratives/opinions/theories associated with the issue and show how they are changing consumer life. /var/filecabinet/temp/converter_assets/7e/72/7e721329c7309777bebce53121356becaacb0f2f.doc Page 1 of 11

Assessment Brief – MK9708 Contemporary Issues in Consumer Behaviour (Postgraduate) 4. Discuss minimum of 2 key marketing implications of the issue discussed. Here, you will need to consider cultural production, cultural reflection, as well as responsive roles of marketing. For example, advertisements often try to reflect and adhere to changing gender norms. This is considered the cultural reflection role, but marketers also contribute to creation and perpetuation of some gender representations, such as the metrosexual representations, which can be considered the cultural production role. The point is you will need to take a holistic perspective here. It needs to be submitted using the module’s e-Learning portal (Blackboard) during week 8 March 13 th , 2023, 16.00 (4PM) You will receive your summative feedback and grades for Part A by the end of teaching Week 10. You are encouraged to read your feedback and prepare any questions you may want to ask in preparation for your final assessment and bring those questions to drop-in assessment clinic (assessment guidance session) on Week 12. Following is the marking criteria you will need to specifically address in your assessment. This is exactly what you will be assessed upon and what the markers will use to evaluate your assessments. Criteria 70+ Excellent 60-69 Good 50-59 Satisfactory Below 50 Fail Clear identification of contemporary consumption issue (5/25) - Clear and brief introduction to the topic and its complexity in postmodern consumer culture - Good evidence of research and reading Critical discussion of complexity of the issue and consumption implications (10/25) - Clear critical discussion/illustration of the complexity of the issue considering multiple perspectives/political and social discourses - Competent and appropriate use of postmodern consumer conditions - Illustrative how the issue is influenced by consumers or how it is influencing consumer life. - Competent and appropriate use of postmodern consumer conditions Understanding of 2 marketing implications of the issue (5/25) Clear identification of 2 marketing /var/filecabinet/temp/converter_assets/7e/72/7e721329c7309777bebce53121356becaacb0f2f.doc Page 2 of 11

Assessment Brief – MK9708 Contemporary Issues in Consumer Behaviour (Postgraduate) consumption and critical reflection of their consumption and marketing implications, students are encouraged to start working on the assessment on a weekly basis and seek guidance from relevant tutors. This will enable students to reflect on classroom learning and develop meaningful critical reflections of each topic they chose to cover. Part B Detail: The portfolio of critical reflections is a collection of critical reflection entries of chosen contemporary issues in consumer behaviour. The module covers 8 consumer behaviour contemporary issues, and you are expected to choose 6 of those to include in your portfolio of critical reflections. Also, students are to choose 3 topics each from Group A and Group B when determining their 6 portfolio entries and cover those in their critical reflection portfolio. Group A: Changing family and households Gender and consumer behaviour Consumption communities and collectives Migration, acculturation, and global consumer Group B: Alternative forms of consumption Consumerism and ethical issues Green consumption and sustainability Digital consumer and new technologies What is included in each critical reflection portfolio entry? Each portfolio entry needs to combine evidence across multiple formats (classroom debates, pictures, newspaper clipping, etc.) and cover the following areas. - Introduction to the issue covering its severity and importance. In doing so you are expected to rely on market data (such as statistical data of trends from Mintel or Statista), academic and none-academic literature. - Critically discuss its consumption implications critically by engaging with postmodern consumer conditions and relevant theories. Note that this discussion needs to draw from lecture and seminar sessions relevant to that topic. - Critically discuss and appreciate two marketing implications of the contemporary issues, covering cultural production and reflection roles of marketing. In doing so, it needs to critically argue how the contemporary issue influences or influenced by marketing. Also, need to engage with theory within this discussion as well. Each of the portfolio entries must be factual and critical with good references throughout. You will be evaluated on understanding of these critical issues, depth of research, integrity of the discussion and commentary, and the strength of the critical argument. Again, remember to draw from lecture and seminar material, discussions, etc. There is not specific formatting to this, however, you will need to use common sense and good writing practice when preparing this document in order to keep it engaging for your audience. An overarching document structure could include below but do feel free to innovate. Critical Portfolio Entry Structure: /var/filecabinet/temp/converter_assets/7e/72/7e721329c7309777bebce53121356becaacb0f2f.doc Page 4 of 11

Assessment Brief – MK9708 Contemporary Issues in Consumer Behaviour (Postgraduate) 1. Critical Contemporary Issue 1 i. Identification of the issue ii. Critical discussion of the issue iii. Appreciation of the marketing implications 2. Critical Contemporary Issue 2 i. Identification of the issue ii. Critical discussion of the issue iii. Appreciation of the marketing implications 3. Continue… 4. References 5. Appendix (Part A Peer Evaluation Form) Specifics: 1. Each entry should not exceed 250 words totally 1500 words total to the document excluding references (+10% allowance) 2. 1.5 line spacing 3. Font size 12 Calibri or Roman (only for the written 1500 words). 4. APA style referencing. Submission: - Portfolio needs to be submitted using e-Learning portal of the module by May 8 th , 2023, 16.00 (4PM) You will receive your summative feedback for the assessment and overall module grade during the general grades releasing time of the semester according to university timetable. Below is the marking rubric that will be used to evaluate your assessment. You will need to carefully follow this and ensure your assessment responds to each of these marking criteria. Marking rubric Criteria 70+ Excellent 60-69 Good 50-59 Satisfactory Below 50 Fail Clear identification of the contemporary consumption issue (5/75) - Clear and brief introduction to the topic and its complexity in postmodern consumer culture - Good evidence of research and reading Critical discussion of the contemporary consumption issue and its consumption implications (30/75) - Detailed and illustrative critique of consumption implications /var/filecabinet/temp/converter_assets/7e/72/7e721329c7309777bebce53121356becaacb0f2f.doc Page 5 of 11

Assessment Brief – MK9708 Contemporary Issues in Consumer Behaviour (Postgraduate) of other people or organisations and do not included copyrighted images. Please refer to university code of ethics. - You are not required to conduct any primary research. Therefore, do not contact organisations or individuals to collect data. - Where appropriate please include references to demonstrate wider reading. - This is an individual assignment and students are not to collude. - Students are encouraged to attend every session of this module, as each session has direct implication to both modules assessments. If students miss a particular session, it is their responsibility to be proactive and become familiarise with the topic. Teaching staff is accessible to assist students. Please refer to staff member office hours or contact for meeting times. Learning Outcomes: This assessment will fully or partially satisfy the following learning outcomes (as stated on the teaching and learning plan): Knowledge & Understanding:  You will gain knowledge of the complexity of postmodern consumer culture. This will include key traits of today’s consumers and key issues they face. You will also gain understanding of how these consumer traits and consumption related issues influence marketing strategy (ML01). Intellectual / Professional skills & abilities:  You will develop skills necessary to profile consumers in today’s markets and apply this understanding to develop marketing strategies that are meaningful and appealing to consumers (ML02).  Through developing group and individual assessment tasks, you will develop skills that are important in professional and effective presentation of consumer issues (ML03). Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity):  You will begin to empathise with the world around you with a heightened sense of ethical, cultural, and social awareness (ML04).  As a result, you will begin to adopt traits that essential to become a well-rounded and socially responsible marketer in this fast-changing, globalised markets (ML05). Important note about ARNA regulations The regulations specify that students must complete every assessment component contributing to the modules on their programme. This applies to all forms of assessment as defined in the module descriptor. Please note that: /var/filecabinet/temp/converter_assets/7e/72/7e721329c7309777bebce53121356becaacb0f2f.doc Page 7 of 11

Assessment Brief – MK9708 Contemporary Issues in Consumer Behaviour (Postgraduate)  if any assessment component is not completed, students will be failed in the module even if the module pass mark has been achieved;  if the requirements for referral specified in section 5 of ARNA 1 are met, a resit opportunity will be given;  if unable to complete an assessment component because of extenuating circumstances, students should follow the procedure described in the Student Guide to Extenuating Circumstances 1 . This change was approved by Academic Board on 12 October 2009 in consultation with the Students’ Union. Students should consult their Programme Leader or Guidance Tutor if they have any queries. Independent advice and support is also available from the Students’ Union Advice & Representation Centre ( su.advice@northumbria.ac.uk ) or from a student adviser in Student Services. 1 ARNA and the Student Guide to Extenuating Circumstances Affecting Assessed Work are available from http://www.northumbria.ac.uk/sd/central/ar/lts/assess/assproc/assdocstud/ Word limits and penalties for assignments If the assignment is within +10% of the stated word limit no penalty will apply. It is important that students familiarise themselves with protocols for these activities and follow these during the course of the assessment. The document can be found on the module’s site on the e-Learning Portal. Word limits and penalties for assignments If the assignment is within +10% of the stated word limit no penalty will apply. The word count is to be declared on the front page of your assignment and the assignment cover sheet. The word count does not include: - Reference list - Appropriate tables (do not use tables to house text) - Pictures and figures - Glossary - Title and content pages Please note, in text citations [e.g. (Smith, 2011)] and direct secondary quotations [e.g. “ dib-dab nonsense analysis ” (Smith, 2011 p.123)] are INCLUDED in the word count. If this word count is falsified, students are reminded that under ARNA page 30 Section 3.4 this will be regarded as academic misconduct. If the word limit of the full assignment exceeds the +10% limit, 10% of the mark provisionally awarded to the assignment will be deducted. For example: if the assignment is worth 70 marks but is above the word limit by more than 10%, a penalty of 7 marks will be imposed, giving a final mark of 63. Referencing your work /var/filecabinet/temp/converter_assets/7e/72/7e721329c7309777bebce53121356becaacb0f2f.doc Page 8 of 11

Assessment Brief – MK9708 Contemporary Issues in Consumer Behaviour (Postgraduate) Assessment Criteria (NBS) Module Specific Assessment Criteria Trait 0 Fail 1 – 39 Fail 40 – 49 Fail 50 – 54 Pass 55 – 59 Pass 60 – 69 Commendation 70 – 100 Distinction Knowledge and Understanding Work not submitted OR Work giving evidence of serious academic misconduct (subject to regulations in ARNA Appendix 1) OR Work showing no evidence of the knowledge, understand ing and skills appropriate to level 7. None of the learning outcomes are met. Work is not acceptable and provides little evidence of the knowledge, understanding and skills appropriate to level 7. Few of the learning outcomes are met. Work is not acceptable in providing evidence of the knowledge, understanding and skills appropriate to level 7. However a majority of the learning outcomes are met and others are nearly satisfied Adequate work providing evidence of the knowledge, understanding and skills appropriate to level 7 but only at a bare pass level. All learning outcomes are met (or nearly met and balanced by strengths elsewhere). Satisfactory work providing evidence of the knowledge, understanding and skills appropriate to level 7. All learning outcomes are met. Commendable work providing evidence to a high level of the knowledge, understanding and skills appropriate to level 7. All learning outcomes met, many are more than satisfied. Excellent work providing evidence to a very high level of the knowledge, understanding and skills appropriate to level 7. All learning outcomes met, many at high level. Marks at the high end of this range indicate outstanding work where all learning outcomes are met at a high level. Structure, Alignment and Research Inadequate in some of the following aspects or seriously inadequate in at least one: use of relevant material; development of analysis and structure of argument; evaluation of Adequate in most but not all of the following aspects: use of relevant material; development of analysis and structure of argument; evaluation of theory; application of relevant theory, Adequate in all of (or most of, with balancing strength elsewhere): use of relevant material; development of analysis and structure of argument; evaluation of theory; application of relevant theory, Satisfactory in all or most of: use of relevant material from a variety of sources; development of analysis and structure of argument; evaluation of theory; application of relevant theory, Good in all or most of: use of up-to- date material from a variety of sources; development of analysis and structure of argument; critical evaluation of relevant theory, research methods Excellent in all or most of: use of primary sources of literature from a range of perspectives; development of analysis and structure of argument; critical evaluation and creative use of /var/filecabinet/temp/converter_assets/7e/72/7e721329c7309777bebce53121356becaacb0f2f.doc Page 10 of 11

Assessment Brief – MK9708 Contemporary Issues in Consumer Behaviour (Postgraduate) theory; application of relevant theory, research methods and findings to the problem in question; presentation of information to the intended audience. research methods and findings to the problem in question; presentation of information to the intended audience. research methods and findings to the problem in question; presentation of information to the intended audience. research methods and findings to the problem in question; presentation of information to the intended audience. and findings to the problem in question; presentation of information to the intended audience. theory, research methods and findings; presentation of information to the intended audience. Note: For those assessments or partial assessments based on calculation, multiple choice etc. Marks will be gained on an accumulative basis. In these cases, marks allocated to each section will be made clear. Students must retain an electronic copy of this assignment and it must be made available within 24 hours of them requesting it be submitted. /var/filecabinet/temp/converter_assets/7e/72/7e721329c7309777bebce53121356becaacb0f2f.doc Page 11 of 11