University for the Creative Arts

Business School for the Creative Industries

EBMT4015 Business Seminar: Understanding Consumers

Autumn/Spring 2020-21
Submission date: 12th Feburary 2021
Assignment:

1. Overview
The aim of the assignment is to assess students’ understanding of relevant theories in
consumer and consumption studies, and the ability to analyse the target consumer from
a perspective of marketing/branding professionals. The group work is designed to
develop students’ transferrable skills including teamwork, communication and
interpersonal skills.

2. Assessment components

Assignment Weighting Typical Indicative Assessment Format Word

type (%) Assessment tasks Type Count
Portfolio 100% Group work Coursework PDF/ 3,000
needs to meet Word
the criteria of
three parts listed
below

3. Assessment details

Portfolio (100% group work)

Part 1 (500 words circa.): Introduction to group members and task delegation

e.g.: This form demonstrates your team and task delegation.

Student name Student ID Task delegation Notes

Group 1

Part 2 (700 words circa.): Your group needs to choose and explain two consumer and
consumption theories that are introduced in the lectures/ are from the consumer
literature. This part should show a good understanding of the theories that are linked to
your case study.

Yue Wang, Kathleen Hinwood and Xiao Lu, Business School for the Creative Industries, Universtiy 1
for the Creative Arts.
Part 3 (1,800 words circa.): Your group needs to choose one brand/company in the
creative sectors* to conduct a case study. Your case study should show how the
brand/company understands its consumers/customers and what actions you suggest the
brand/company understand and expand consumers (e.g. You can analyse its marketing
strategies, brand-consumer relationship, and successful or unsuccessful commercial
operations).

* As of 2015 the UK’s Department of Culture, Media and Sports identify nine categories of the creative
sectors, namely: 1. advertising and marketing 2. architecture 3. crafts 4. design (product, graphic and
fashion design) 5. Film, TV, video, radio and photography 6. IT, software and computer services 7.
publishing 8. Museums, galleries and libraries 9. Music, performing and visual arts.

4. Groups

Group 1

2007812 Scarlett Williams

1905367 Yanghe Li
2005078 Sara Falivene
1914195 Harmeet Kaur
1914174 Komal
2012607 Harmanpreet Kaur
2015076 Harpratap Singh
2012421 Satvinder Kaur Dhillon
2014971 Lovepreet Kaur
2005312 Hala Mohamed
2013494 Gurdeep Singh

Group 2
2014257 Shubpreet Kaur Goraya
2011458 Ines Pereira Carneiro
2014865 Navpreet Singh
1913112 Muna Mohamud
2013036 Ramanpreet Kaur Sarao
1914193 Pallavi
2012684 Karamdeep Kaur
2010154 Danlu Cheng
2002305 Harry Nicholls
2014562 Sukhveer Kaur Kaur

Group 3
1901727 Harpreet Kaur
Yue Wang, Kathleen Hinwood and Xiao Lu, Business School for the Creative Industries, Universtiy 2
for the Creative Arts.
 2014763 Gurbalhar Singh Gurbalhar Singh
1902995 Amy Edwards
1906341 Mihaela Rusu
2009879 Ethan Sheward
2007068 Maria Font Paz
1906367 Keyi Qian
2000929 Maia Mocanu
2003969 Daria Sadecka
2014385 Roxana Balan

Group 4

1914177 Sachin Sangwan

2008154 Yilin Li
2014063 Elise Atkins-Stevens
2013779 Caroline Anosike
2016266 Lauren Cook
2013071 Amrinder Singh
2015718 Kamalpreet
1914185 Javedbhai Rathod
1914197 Simran Rana
2017750 Gurjant Singh Na

Group 5
1905308 Sungyeon Kim
1305888 Joanna Horner
2006081 Erin Sweeney
2013317 Heenapreet Kaur Kaur
1914149 Rahul Kumar
1900289 Helena Bentley
2005215 Rowan Nichols
1914163 Smit Desai
2013859 Ishwar Singh Deol
2014632 Kuljeet Kaur Kaur

Group 6
2016668 Swarnpreet Kaur Swarnpreet Kaur
2018168 Marc Junca Del Moral
2001559 Marva Aziz
2014522 Gurkiran Singh Singh
2012423 Govind Singh
2016835 Sagar Sharma
2000835 Sophie Harwood
2009128 Tintin Vesterholm
Yue Wang, Kathleen Hinwood and Xiao Lu, Business School for the Creative Industries, Universtiy 3
for the Creative Arts.
 2001181 Talitha Ward
2013101 Bhupinder Singh

Group 7
2014185 Manish Ganger
2012683 Sumandeep Kaur Kaur
2016881 Tejpal Singh Singh
2005620 Thelma Annweiler
1914212 Sandeep
2007000 Jai Scantlebury-Harris
2100406 Ellie Wallace
2008447 Ronnie Pang
2006674 Lia Furcage
2004011 Charlie Mcgee
2016154 Sinder Singh

Group 8
2007166 Vaishnavi Patel
1810752 Ash Jacob
1914208 Satinder
2000971 Anti Psalti
2006504 Kiera Agutter
2014411 Suppandeep Singh
2013485 Ritick Kumar
1914206 Rajvir Kaur
1914151 Manpreet Kaur
1912118 Yi Zhang

Group 9
1914172 Ashish Kumar
1910624 Neil Li
1914201 Arshdeep
1914140 Devangkumar Patel
2013093 Amritpal Singh
2012098 Zamhareerah Mohamed Rauff
1914189 Oshhav Arora
2001211 Anna-Lisa Francisco
2003822 Ed Barnes
2016548 Jymmee-Leigh Jennings

Group 10
2006950 Leah Schlaeppi
Yue Wang, Kathleen Hinwood and Xiao Lu, Business School for the Creative Industries, Universtiy 4
for the Creative Arts.
 2006960 Lilly Janson
2016026 Yaya Lin
1804652 Kat Hobbs
2014454 Osman Mehmelet
2018576 Maria Rita Ferendeles
2006854 Elise Eikeland
1905007 Rose Toynton
2016254 Poonam Batukbhai Thakkar
1913185 Jiajun Zhang

Group 11
1914171 Arshdeep Kaur
2007482 Huidan Yang
2012414 Joti Kaur
2018649 Divine Sansu
2013764 Matei Chidovat
1914192 Abhilasha
2013793 Sukhpreet Singh Singh
2016126 Manish Kumar
2012776 Tia Downey
1809016 Charlie Samuel

Group 12

2012420 Arshdeep Singh Cheema

2003683 Benjamin Rago
2012556 Bhawanpreet Singh
2014507 Gurinderjit Singh
1906676 Cristina Walker
2010374 Nene Sabblah
2012021 Jiayi Li
1913605 Sandeep Singh Rai
2015701 Dalveer Singh
2008979 Yiying Xu

Group 13
2014849 Janampreet Singh Singh
2015295 Bharti
2013336 Dilvir Singh
2005553 Egor Lahna
2003155 Vivien Jakabova
2016333 Yangbo Huang
Yue Wang, Kathleen Hinwood and Xiao Lu, Business School for the Creative Industries, Universtiy 5
for the Creative Arts.
 2003460 Angelle Dyges
2014765 Harpreet Singh Singh
2005953 Mair Eagle
1914203 Gagandeep

Group 14
1902363 Adwah Macauley Perez
2014945 Charlie Bignall
2017788 Sarah Bohuis
2005171 James O'Donnell
2002491 Ana Villela Pedras D'Escragnolle Taunay
2002953 Ellie Downer
1914180 Pavitar
2015534 Harsimrat Kaur
1907355 Stephanie Williams
1909393 Whitney Vlako Gbindja

Group 15
1913671 Harmanpreet Singh
1905368 Yiwei Pan
1913962 Gursewak Singh
2014624 Simarpreet Kaur Kaur
0903663 Sonny Docherty
1914181 Robinpreet
2009886 Ju Zhang
2012690 Manpreet Singh Singh
2004618 Simela Papoutzoglou
2013668 Pooja Devi

Group 16
1913977 Aarti Arora
2004912 Toby Cotton
2007957 Ikwue Ikwue
2004743 Zia Mccrossen
2014463 Varinderjit Singh Singh
2006453 Britt Mulder
2015454 Fraser Mallows
1914204 Sukhraj Singh
1904210 Akari Echikawa
1913979 Manpreet Singh

Yue Wang, Kathleen Hinwood and Xiao Lu, Business School for the Creative Industries, Universtiy 6
for the Creative Arts.
 Group 17
2002791 Anita Huang
2007354 Lulia Yemane
2013933 Moumy Mar-Yum Eves
2007695 Luna Silvelo Moreno
2016229 Wunsze Ho
2007695 Luna Silvelo Moreno
2009318 Andrea Minassia Cohen
2011921 Nouria Kone Kone
2002985 Lauren Barber
2006529 Khush Jandu Quiney

Group 18
1914142 Nikhil Ahlawat
2018608 Lenny Hewtson Le Roux
2014432 Surinderpal Singh
2014748 Khushvindar Kaur
1913246 Manjinder
1912331 Rosalia Scozzafava
2007902 Jessica Adamson
2012507 Ankit Kumar
2012607 Harmanpreet Kaur
2005312 Hala Mohamed
1906676 Cristina Walker

Group tutors
Group 1-6 Yue Wang (yue.wang@uca.ac.uk)
Group 7-12 Kathleen Hinwood (Kathleen.hinwood@uca.ac.uk)
Group 13-18 Lucia Xiao Lu (xiao.lu@uca.ac.uk)

Yue Wang, Kathleen Hinwood and Xiao Lu, Business School for the Creative Industries, Universtiy 7
for the Creative Arts.
 Updated on 25 November 2020

Yue Wang, Kathleen Hinwood and Xiao Lu, Business School for the Creative Industries, Universtiy 8
for the Creative Arts.