WESTMINSTER BUSINESS SCHOOL

SCHOOL OF MANAGEMENT AND MARKETING

Module title: Consumer Behaviour for Marketers

Module code: 5MARK024W

Assessment title: Consumer Behaviour for Marketers

Assessment weighting: 50%
Assessment deadline: 8th January 2023 @13:00.
Submission method: Turnitin
Date and form of feedback: 25th Jan, via BB site.

Assessment format: Case Study

Word limit: 2000 (±5%)

Semester 1, 2023/2024

Page | 1
ASSESSMENT BRIEFING
The objective of this assessment task is to evaluate and assess a chosen company's
sensory marketing strategy in the context of consumer behaviour. By analysing how
sensory elements are incorporated into the company's marketing approach, students
will gain insights into the impact of sensory marketing on consumer behaviour and
brand perception.

Step 1: Choose a Company and its Sensory Marketing Strategy

Select a company that has implemented sensory marketing elements in its strategy.
This company should have a well-documented approach to engage consumers'
senses in marketing efforts. Examples of sensory elements include visual design,
music, scents, textures, and tastes.

Step 2: Research and Data Collection

Conduct comprehensive research on the chosen company and its sensory marketing
strategy. Utilize both primary and secondary sources to gather relevant information:
 Primary Research: If possible, collect data directly from the company or
through surveys or interviews with its customers to gauge their sensory
experiences and perceptions.
 Secondary Research: Review the company's marketing materials,
advertisements, website, social media, and any available case studies or
articles related to its sensory marketing efforts.

Step 3: Analyse the Sensory Marketing Elements

In your analysis, address the following key aspects:

1. Identification of Sensory Elements: Identify and describe the sensory
elements used in the company's marketing strategy. Which senses are
targeted, and how are they engaged (e.g., sight, sound, smell, touch, taste)?
2. Consumer Behaviour Impact: Analyse how these sensory elements
influence consumer behaviour, perceptions, and brand associations. Discuss
any evidence of increased engagement, emotional connections, or purchase
decisions attributed to sensory marketing.

Step 4: Evaluation and Recommendations

Evaluate the effectiveness of the company's sensory marketing strategy based on
your analysis. Provide recommendations for improvements or adjustments, if
necessary. Suggest how the company can enhance its sensory marketing to better
align with consumer behaviour and brand objectives.

Page | 2
LEARNING OUTCOMES ADDRESSED:
This assessment aims to assess student understanding of buyer behaviour theories
and concepts of buyer behaviour, product use (goods and services) and
consumption to real-life examples as well as the impact and importance of culture,
values, beliefs, conventions and other internal and external influences on customers
and consumers’ decisions. This assesses LO3 and LO4.

ASSESSMENT CRITERIA
The assessment criteria and weightings show you what is important in the
assessment and how marks are shared across each criterion. When you are
completing your assessment remember you need to fulfil the brief and the
assessment criteria below. At the end of this document, we have provided you with a
more detailed marking grid, which describes both the expectation for each criterion

Criterion Weighting
Professional presentation: clarity and structure, 10%
presentation and style, appropriate use of referencing, and
good use of the English language.

Ability to demonstrate comprehensive research and data 15%

collection and present in a clear way
Analysis of Sensory Marketing Elements that impact 50%
on Consumer behaviour
Evaluation and Recommendation of clear and concise 25%
solutions that align with the analysis
Total 100%

The University has arrangements for marking, internal moderation and external
scrutiny. Further information can be found in Section 12 of the Handbook of
Academic Regulations,
westminster.ac.uk/study/current-students/resources/academic-regulations

Page | 3
ANONYMOUS MARKING
Do NOT include your name or student number within the file name or anywhere
within your submission. The submission will be subject to anonymous marking.
Having logged into blackboard the system will record your details anonymously and
tutors will only see your name after the entire submission has been assessed and
provisional marks have been released to all students simultaneously.

REFERENCING REQUIREMENTS FOR THE ASSESSMENT

Statements, assertions and ideas made in coursework should be supported by
citing relevant sources. Sources cited in the text should be listed at the end of the
assignment in a reference list. Any material that you read but do not cite in the
report should go into a separate bibliography. Unless explicitly stated otherwise by
the module teaching team, all referencing should be in Cite Them Right
referencing format. If you are not sure about this, the library provides guidance
(available via the library website pages):
https://libguides.westminster.ac.uk/referencing

THE DEADLINE AND SUBMITTING YOUR COURSEWORK -

CHECKS
Unless indicated otherwise, coursework is submitted via Blackboard.

The deadline for this assessment is 8th January at 13:00 UK time. This means that
your work should be fully uploaded before 13:00. The University would treat your
submission as late, if your work has not been fully uploaded and stored on the server
before 13:00. In order to avoid your submission being marked as late, you should
upload your work as soon as possible before the deadline and must not wait until or
just before the deadline to start uploading your work.

At busy times the coursework submission process may run slowly. To ensure
that your submission is not recorded as a late submission, avoid submitting very
close to the deadline.

To submit your assignment:

1. Log on to Blackboard at http://learning.westminster.ac.uk;

2. Go to the Blackboard site for this module;
3. Click on the ‘Assessment’ area for the module;
4. Click on the link the name of the submission link for the assignment to submit.
5. Follow the instructions, ensuring that you have selected the correct file to
upload.

Page | 4
PENALTIES FOR LATE SUBMISSION AND ADVICE ABOUT
MITIGATING CIRCUMSTANCES
Any assessment submitted late online will be penalised unless you submit a claim for
Mitigating Circumstances (MC) and the claim is accepted by the Registry. Check this page
for more information about mitigating circumstances: https://www.westminster.ac.uk/current-
students/guides-and-policies/assessment-guidelines/mitigating-circumstances-claims

If you do not submit an MC claim or if your MC claim is rejected then your work will
be penalised. If you submit your assessment late but within 24 hours or one ‘working’
day of the specified deadline, 10% of the overall marks available for that assessment
will be deducted as a penalty for late submission, except for work which is marked in
the marginal pass rate range 40-49%. In this case the mark will be capped at the
pass mark 40%.

If you submit your coursework more than 24 hours late after the specified deadline
you will be given a mark of zero for the work in question, unless the Mitigating
Circumstances claim has been accepted officially by the Registry.

DIFFICULTIES IN SUBMITTING ASSIGNMENTS ON TIME

If you are having technical difficulties with submission, please email the
module leader Dr Unvan Atas on atasu@westmisnter.ac.uk and ask for
advice.

If you have difficulties for reasons beyond your control (e.g. serious illness, family
problems etc.) that prevent you from submitting the assessment, make sure you
apply to the Mitigating Circumstances board with evidence to support your claim as
soon as possible. Further details can be found on the following URL:
https://www.westminster.ac.uk/current-students/guides-and-policies/assessment-
guidelines/mitigating-circumstances-claims

If you do not submit the coursework on time log a call via the IT Service Desk that
can be found on this webpage: https://servicedesk.westminster.ac.uk/support/home

Please make sure that your message is very specific. The Service Desk will then
email you confirmation that you will be able to use as supporting written evidence for
your MC claim. You should take screenshots or make short videos that capture the
issue, such as the error messages on the screen, as you may use them as
supporting written evidence for your MC claim.

Page | 5
ACADEMIC SUPPORT & FEEDBACK ARRANGEMENTS

For this assessment there will be an opportunity for an academic support & feedback
drop-in session, where you will receive support and feedback on your assessment
prior to submission. Further details are provided in the module handbook. There will
also be opportunities to receive academic support during lectures through allocated
question-and-answer sessions and through the discussion board on the module
blackboard site.

After submission, summative feedback will be provided online via blackboard, where
feedback takes the form of an indication of performance on the provided making grid.

You will also receive a number on key points of strength, weakness and
academic skills you can improve upon. We aim to provide you this feedback
within 15 working days and after the feedback has been released online there will
also be an opportunity to meet with marker for oral feedback, if you wish to obtain
further oral feedback, please email your seminar tutor. If you are unsure about how
to see your provisional marks and feedback, the following LINK will explain how you
can do this - https://blog.westminster.ac.uk/blackboardhelp/marks-and-feedback/

General feedback for the entire module will also be made via blackboard to the
module, which will discuss the key areas of shared strengths, weaknesses and
academic skills improvements. This general feedback is likely to be issued before
your specific summative feedback and we would strongly encourage you to read this
feedback to improve your understanding of the module and potentially areas of
weaknesses in your academic skills which you could develop before your next
submission within your course.

ACADEMIC INTEGRITY
What you submit for assessment must be your own current work. It will
automatically be scanned through a text matching system to check for
possible plagiarism.

Do not reuse material from other assessments that you may have completed on
other modules. Collusion with other students (except when working in groups),
recycling previous assignments (unless this is explicitly allowed by the module
leader) and/or plagiarism (copying) of other sources all are offences and are dealt
with accordingly. If you are not sure about this, then speak to your class leader.

University of Westminster Quality & Standards statement

Plagiarism is a particular form of cheating. Plagiarism must be avoided at all costs

and students who break the rules, however innocently, will be penalized. It is your
responsibility to ensure that you understand correct referencing practices. As a

Page | 6
University level student, you are expected to use appropriate references and keep
carefully detailed notes of all your sources of material, including any material
downloaded from the www.

Plagiarism is defined as submission for assessment of material (written, visual or

oral) originally produced by another person or persons, without acknowledgement,
in such a way that the work could be assumed to be your own. Plagiarism may
involve the unattributed use of another person’s work, ideas, opinions, theory, facts,
statistics, graphs, models, paintings, performance, computer code, drawings,
quotations of another person’s actual spoken or written words, or paraphrases of
another person’s spoken or written words.

Plagiarism covers both direct copying and copying or paraphrasing with only minor
adjustments:

 a direct quotation from a text must be indicated by the use of quotation marks
(or an indented paragraph in italics for a substantive section) and the source of
the quote (title, author, page number and date of publication) provided;
 a paraphrased summary must be indicated by attribution of the author, date and
source of the material including page numbers for the section(s) which have
been summarized.

Generative AI in your Studies

Rapidly advancing AI technologies, notably in language and image generation,

necessitate clarity on the University’s stance towards tools like ChatGPT and
DALL-E. The University insists on original work from students, requiring
independent thought and proper source citation. Outsourcing assignments to
machines or third parties constitutes cheating, undermines critical thinking skills,
hinders student development, and diminishes their potential contributions in both
the academic and professional world.

The University recognizes that students may legitimately use GenAI in a number of
ways including for example: Assisting with grammar and spelling, utilizing it as a
search tool for researching assignment topics, helping with planning and
developing the outline structure of a written assessment, generating ideas for
graphics, images, and visuals, obtaining explanations of concepts, debugging code,
overcoming writer’s block. These specific applications of GenAI can support
students in their academic endeavours. However, it’s important to note that while
these uses are permissible, students must still adhere to the principles of academic
integrity and properly cite any sources or references derived from the assistance
provided by GenAI.

Please note that some subject areas/specific taught modules will potentially have
other legitimate ways for you to use GenAI and that details of this will be

Page | 7
communicated to you by module leaders where necessary.

Page | 8