7014SMM Consumer Behaviour Video Documentary Assignment Learning Outcomes

Assignment Task

This assignment requires you to create a twenty-minute video documentary on how consumers consume products and services in a market/s of your own choice. Please select a product and/or service.  

Students are expected to a) provide justification for the choice and b) apply relevant consumer behaviour theories, to explain and critically analyse the identified consumption trends.

The video documentary will comprise 15 minutes of the consumers’ consumption ‘story’ (to assess learning outcome 1-4) and 5 minutes of your self-reflection commentary on how this video-creation journey has helped you appreciate the learning outcome 5 of this module.

Students are encouraged to consider products/services from their own markets but please ensure that there are appropriate and adequate academic and industry resources available and accessible for critical engagement with the topic of interest.

Module Learning Outcomes

1. Evaluate the main theories in consumer behaviour and be able to apply them to various consumption scenarios across the globe. 

2. Develop a critical understanding of how international consumer behaviour can enable marketers to develop strategies which encourage consumption. 

3. Critically analyse the role of technology in shaping consumption culture in the contemporary marketplace. 

4. Analyse and evaluate the effects of social, psychological, digital and cultural factors on global consumption. 

5. Form an appraisal of contemporary issues in consumer behaviour across markets and appreciate transformative consumer culture.