Assessment Information/Brief 2021-22

Module title Online Offline Consumer Behaviour

CRN 53255

Level 7

Assessment title
Individual Portfolio Report
Weighting within This assessment is worth 100% of the overall module mark.
module

Submission deadline Friday 17th December 2021 at 04.00 PM

date and time
Dr Angela Byrne
Module
Maxwell 606f - SBS
Leader/Assessment set
Email: a.byrne@salford.ac.uk
by
Phone: 0161 295 52066
You should submit your assessment electronically via the Turnitin
How to submit
Link available on Blackboard.
Please make sure you submit in the correct area and that you keep
your email confirmation as proof of submission. You are allowed to
submit the final piece once, please make sure you submit the
correct file.

You are required to compile a portfolio report that demonstrates

Assessment task details
your theoretical and practical understanding of consumer behaviour
and instructions
in relation to consumption of vegetarian foods.

Your portfolio report should demonstrate your knowledge and

understanding on the following topics:
a. The concepts of Decision-Making Unit and Buyer Persona
and their relevance for analysing consumer behaviour in
offline and/ or online contexts for vegetarian foods (10
marks and 555 words approximately).
b. The Decision-Making Process and Models and their use in
understanding consumer behaviour in the context of
consumption of vegetarian foods (10 marks and 555 words
approximately).
Assessment Information/Brief
1
 c. The influence of Reference Groups, Lifestyle, Consumer
Identity and Paid Influencers on consumer behaviour for
purchasing of vegetarian foods, in both online and offline
contexts (40 marks and 2.225 words approximately).
d. The influence of culture in consumer behaviour in relation
both online and offline context in the purchasing and
consumption of vegetarian foods (20 marks and 1110 words
approximately).
e. What would be practical recommendations (two/max three
ideally) for a company (from one of the examples previously
given in the portfolio) that would like to enter this sector in a
country of your choice? These should be based on your
previous analysis and justified accordingly (10 marks and 555
words approximately).
f. Portfolio presentation and referencing (10 marks).

Your assignment should have a portfolio report format. As such, it

should be seen as an ongoing project. You should be collecting,
selecting, collating and working on the contents over the six weeks
of the module. The portfolio should include a range of diverse
materials such as pictures, tables, forum discussions (anonymised) in
support of your analysis. The word count is 5,000 words (excluding
figures, charts, appendices, list of references). Any work beyond the
5,000-word limit will not be considered for marking.
Appendices should be no longer than 3 A4 single sided. The editorial
requirements are: font Calibri 12 and one and a half line spacing.

Assessed intended learning outcomes

On successful completion of this assessment, you will be able to:

1. Demonstrate a critical awareness of the concepts, theories and

debates surrounding the synergies of offline and online
Knowledge and
Understanding consumer behaviour and their practical relevance to the
development of marketing strategy
2. Critically evaluate and synthesise differing approaches to the
explanation of consumers’ behaviour in relation to
products/services, brands, marketing communications and social
media
3. Demonstrate critical awareness of current issues in marketing
and consumption in relation to digital business, business ethics
and consumer and societal well-being
4. Analyse the benefits, problems and challenges that consumer
society and culture present for business, policy makers and
consumers and assess the roles and responsibilities of both
marketing practitioners and consumers
Assessment Information/Brief
2
 5. Demonstrate a strategic understanding of buyer persona touch
points and other contemporary consumer research issues in
professional marketing practice

Practical, Professional or 6. Problem solving and critical analysis: analysing facts and
Subject Specific Skills circumstances to determine the cause of a problem and
identifying and selecting appropriate solutions
7. Research: the ability to analyse and evaluate a range of business
data, sources of information and appropriate methodologies,
which includes the need for strong digital literacy, and to use
that research for evidence-based decision-making
8. Commercial acumen: based on an awareness of the key drivers
for business success, causes of failure and the importance of
providing customer satisfaction and building customer loyalty
9. Innovation, creativity and enterprise: the ability to act
entrepreneurially to generate, develop and communicate ideas,
manage and exploit intellectual property, gain support, and
deliver successful outcomes Numeracy: the use of quantitative
skills to manipulate data, evaluate, estimate and model business
problems, functions and phenomena

Transferable Skills and other Attributes

11. Enhance and apply planning, organising, decision-making and
time management skills appropriate for use in an organisational
context
14. Use terminology associated with the subject area accurately and
in a way, which demonstrates sophisticated knowledge and
understanding
15. Develop and enhance both individually and collaboratively
effective written and oral communication skills for both
specialist and non-specialist audiences

1. Develop students’ critical awareness and in-depth understanding

Module Aims
of contemporary issues that influence consumer behaviour and
how these impact on organizations, consumers and policy-
makers.
2. Provide a research-led, insight into a range of online and offline
consumer behaviour theories and their practical application
across a broad range of organisations and global environments.
3. Facilitate students’ critical analysis of marketing and
consumption in the context of broader societal issues and
trends.
4. Broaden and enhance students’ employability by developing
their knowledge and understanding of offline and online
consumer behaviour.

Assessment Information/Brief
3
 Word count/ duration (if Your assessment should be 5,000 words (excluding figures, charts,
appendices, list of references). Any work beyond the 5,000 words
applicable)
limit will not be considered for marking.

Please note that appendices and tables are not an extension of

your analysis and must not be used for this purpose. If their content
is part of the discussion rather than in support of the discussion,
they will be considered in the word count.

Appendices should be no longer than 3 A4 single sided. The editorial

requirements are: font Calibri 12 and one and a half line spacing.

You can expect to receive feedback on Turnitin by 15 working days

Feedback arrangements
from submission on Blackboard.
Further feedback for clarifications can be provided with individual
arrangements.
Due to Christmas and New Year holiday period which are not
working days, the feedback date is Friday 21st January 2022.

You can obtain support for this assessment by attending classes, on

Support arrangements
Blackboard, during tutors’ office hours, emailing for appointments
with tutors.

Please keep up to date with your email and the Blackboard site for
the module to ensure that you are up to date with support
arrangements.

The University offers a range of support services for students

askUS
through askUS.

Good Academic Conduct Students are expected to learn and demonstrate skills associated
and Academic with good academic conduct (academic integrity). Good academic
Misconduct conduct includes the use of clear and correct referencing of source
materials. Here is a link to where you can find out more about the
skills which students need https://www.salford.ac.uk/library/skills-
for-learning.

Academic Misconduct is an action which may give you an unfair

advantage in your academic work. This includes plagiarism, asking
someone else to write your assessment for you or taking notes
into an exam. The University takes all forms of academic
misconduct seriously. You can find out how to avoid academic
misconduct here.

Assessment Information/Brief
4

Assessment Information
Personal Mitigating
Circumstances
Personal Tutor/Student
Progression
Administrator
Assessment Criteria
In Year Retrieval
Scheme
Reassessment
Assessment Information/Brief
If you have any questions about assessment rules, you can find
further information in Blackboard in the Assessment Support area.
If personal mitigating circumstances may have affected your ability
to complete this assessment, you can find more information about
personal mitigating circumstances procedure here.
If you have any concerns about your studies, contact your Personal
Tutor or your Student Progression Administrator.
a. Decision Making Unit and Buyer Persona (10 marks).
b. The Decision-making models (10 marks).
c. Reference groups, lifestyle, consumer identity and paid
influencers (40 marks).
d. The influence of culture (20 marks).
e. Recommendations (10 marks).
f. Portfolio presentation and referencing (10 marks).
See also attached assessment criteria.
Your assessment is not eligible for in year retrieval.
If you fail your assessment, and are eligible for reassessment, you will
be advised of the resubmission date by the School Office.
For students with accepted personal mitigating circumstances, this
will be your replacement assessment attempt.
Students should be aware that there is no late submission period at
reassessment (this includes those students who have an accepted
PMC request from a previous attempt).
If you need to be reassessed, the reassessment will be the same as
the original assessment.
5
ASSESSMENT CRITERIA
Descriptors % Mark Criteria
There is an outstanding understanding of the theoretical tools (DMU, BP and DM process and models) coupled with
examples which demonstrates outstanding interpretations of the related issues. Exceptional ability to explain how
consumer behaviour is influenced online and offline, with regards to the specific requirements in the brief, with
outstanding analysis, synthesis of knowledge and examples from current research to demonstrate ability of
Outstanding 90-100%
application of theory into practice. Outstanding considerations of the impact of culture on consumer choices with
evidence from relevant sources. Exceptionally well augmented recommendations demonstrating deep awareness of
markets’ dynamics based on a consumer-centric approach. Outstanding clarity and structure of the report and
referencing.
There is an excellent understanding of the theoretical tools (DMU, BP and DM process and models) coupled with
examples which demonstrates excellent interpretations of the related issues. Excellent ability to explain how
consumer behaviour is influenced online and offline, with regards to the specific requirements in the brief, with
Excellent 80-89% excellent analysis, synthesis of knowledge and examples from current research to demonstrate ability of application
of theory into practice. Excellent considerations of the impact of culture on consumer choices with evidence from
relevant sources. Excellently well augmented recommendations demonstrating deep awareness of markets’ dynamics
based on a consumer-centric approach. Excellent clarity and structure of the report and referencing.
There is a very good understanding of the theoretical tools (DMU, BP and DM process and models) coupled with
examples which demonstrates very good interpretations of the related issues. Very good ability to explain how
consumer behaviour is influenced online and offline, with regards to the specific requirements in the brief, with very
Very Good 70-79% good analysis, synthesis of knowledge and examples from current research to demonstrate ability of application of
theory into practice. Very good considerations of the impact of culture on consumer choices with evidence from
relevant sources. Very well augmented recommendations demonstrating deep awareness of markets’ dynamics
based on a consumer-centric approach. Very good clarity and structure of the report and referencing.

There is a good understanding of the theoretical tools (DMU, BP and DM process and models) coupled with examples
which demonstrates good interpretations of the related issues. Good ability to explain how consumer behaviour is
influenced online and offline, with regards to the specific requirements in the brief, with good analysis, synthesis of
Good 60-69% knowledge and examples from current research to demonstrate ability of application of theory into practice. Good
considerations of the impact of culture on consumer choices with evidence from relevant sources. Well augmented
recommendations demonstrating good awareness of markets’ dynamics based on a consumer-centric approach.
Good clarity and structure of the report and referencing.
Satisfactory understanding of the theoretical tools (DMU, BP and DM process and models) coupled with examples
which demonstrates a satisfactory level of interpretations of the related issues. Satisfactory ability to explain how
consumer behaviour is influenced online and offline, with regards to the specific requirements in the brief, with
Satisfactory 50-59% satisfactory analysis, mostly accurate knowledge and examples demonstrate ability of application of theory into
practice. Satisfactory considerations of the impact of culture on consumer choices with evidence from relevant
sources. Satisfactory and justified recommendations demonstrating awareness of markets’ dynamics based on a
consumer-centric approach. Satisfactory clarity and structure of the report and referencing.
Basic understanding of the theoretical tools (DMU, BP and DM process and models) and demonstration of some
interpretations of the related issues. Basic ability to explain how consumer behaviour is influenced online and offline,
with regards to the specific requirements in the brief; superficial analysis, superficial knowledge and ability of
Unsatisfactory 40-49%
application of theory into practice. Unsatisfactory considerations of the impact of culture on consumer choices with
weak evidence. Vague and/or unjustified recommendations. Inconsistent clarity and structure of the report and
referencing.
Limited understanding of the theoretical tools (DMU, BP and DM process and models) and limited demonstration of
some interpretations of the related issues. Limited ability to explain how consumer behaviour is influenced online
Inadequate 30-39% and offline, with regards to the specific requirements in the brief; mainly descriptive work, limited knowledge and
ability of application of theory into practice. Inadequate considerations of the impact of culture on consumer choices.
Poor recommendations. Limited clarity and structure of the report and referencing.
Poor knowledge of the theoretical tools (DMU, BP and DM process and models). Poor explanations of how consumer
20-29% behaviour is influenced online and offline, with regards to the specific requirements in the brief; inconsistent and
Poor
descriptive work, poor ability to analyse concepts and apply theory into practice. Poor understanding of the impact
of culture on consumer choices. Poor recommendations. Poor clarity and structure of the report and referencing.
Very poor knowledge of the theoretical tools (DMU, BP and DM process and models) and how consumer behaviour
10-19% is influenced online and offline, including culture. Very poor ability to recognise the required themes and apply theory
Very Poor
into practice. Very poor attempt or no recommendations. Very poor clarity and structure of the report and
referencing.
0-9% Extremely poor knowledge of the theoretical tools (DMU, BP and DM process and models) and the influences on
Extremely
consumer behaviour. Unable to recognise and link the required themes to examples. Irrelevant or no
Poor
recommendations. Extremely poor language and structure of the report and referencing.

Assessment Information/Brief
6
Assessment Information/Brief
7
University of Salford

Level 7– Generic Descriptors

Extremely Very poor Poor Inadequate Unsatisfactory Satisfactory Good Very Good Excellent Outstanding
poor

1-9 10-19 20-29 30-39 40-49 50-59 60-69 70-79 80-89 90-100

Totally Virtually no Inconsistent Limited Basic Mostly Consistently Comprehensiv Integrates the Outstanding knowledge.
inadequate relevant or inaccurate evidence of knowledge with accurate relevant e knowledge complexity of a Theory is linked to practice
demonstration knowledge knowledge. knowledge. occasional knowledge with accurate demonstrating range of to an exceptional level and
of required demonstrated. Limited and Inappropriate inaccuracies satisfactory knowledge very good knowledge and may be used to formulate
knowledge. Fails to inappropriate links between appropriate yet depth and with good depth and excellent new questions, ideas or
Not able to link adequately or inaccurate theory and basic breadth of depth and breadth. Clear understanding of challenges.
theory to demonstrate links practice. integration of knowledge. breadth. insight into it’s relevance.
practice. No links between between theory and Sound Clear and links between
appropriate theory and theory and Inadequate practice. integration of relevant theory and Excellent depth
themes practice. Very practice. identification of Superficial theory and application of practice. of knowledge in
identified. poor Poor key themes. depth or limited practice with theory to Demonstrates a variety of
identification of identification breadth with satisfactory practice. ability to contexts.
key themes. of key identification of Good transfer Coherent and
themes. unsatisfactory key themes. identification knowledge systematic
of key between application of
identification of theory to
Knowledge

themes. different
key themes. contexts practice.
appropriately.

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 Extremely Very poor Poor Inadequate Unsatisfactory Satisfactory Good Very Good Excellent Outstanding
poor

1-9 10-19 20-29 30-39 40-49 50-59 60-69 70-79 80-89 90-100

No No meaningful Descriptive Mainly Critical analysis Sound critical Clear, in depth Very good Excellent critical Outstanding
demonstratio analysis or occasionally descriptive evident, with analysis and critical analysis, analysis and analysis and critical analysis
n of analysis, evaluation. Unable attempts to evidence of some evaluation evaluation. evaluation and synthesis of synthesis. and synthesis.
evaluation or to identify analyse or analysis, and synthesis, Relevant academic material with Arguments Incorporates
synthesis. No appropriate issues evaluate inconsistent although limited. academic argument with evidence of handled skilfully evidence of
evidence of for reflection. material but critical approach, Limited evidence argument. synthesis of critique and with imaginative original thinking.
reflection. Arguments lacks critical little evaluation of reflection. Demonstrates different ideas independent interpretation of
Unsatisfactor presented are approach. or synthesis. Some basic ability of and thought. material.
y professional inappropriate and Confusion Follows appropriate synthesise perspectives. Balanced and Willingness to
judgement very poorly linked. and/ or processes of academic information in Utilises mature approach challenge self and
Very poor weakness in reflection but argument order to reflection to to reflection used practice.
professional academic fails to although not well formulate develop self to enhance
judgement. argument. demonstrate applied and appropriate and practice. practice and
Identifies insight. lacking in clarity. questions and Aware of the performance in a
issues for Inconsistent and/ conclusions. influence of range of
reflection but or inaccurate Unsatisfactory Reflective varied contexts.
lacks evidence professional process is perspectives Demonstrates
of reflective judgement. professional utilised, with and time ability to make
processes. judgement. insight frames. Uses a sound decisions
Poor demonstrating wide range of in complex and
professional planning for sources to unpredictable
judgement. future practice. inform clinical contexts.
Cognitive Processes
Cognitive processes

Integrates decision
relevant making and
information in prioritises
order to make plans.
sound
professional
judgements.

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 Extremely Very poor Poor Inadequate Unsatisfactory Satisfactory Good Very Good Excellent Outstanding
poor
1-9 10-19 20-29 30-39 40-49 50-59 60-69 70-79 80-89 90-100

Presentatio Presentation Presentation Presentation is Presentation of work is Presentation of work is Presentation of work Presentation is Presentation is Presentation is
n is is very poor. is poor. unsatisfactory. unsatisfactory in satisfactory is well organised of a very good excellent, well outstanding
extremely Work has Work is Work is limited terms of structure, with good use of standard, structured and demonstrating a
poor. Work little disorganised in terms of coherence, clarity and in terms of structure language to express demonstrating a logical. fluent academic
has no discernable and lacks structure, academic style. Some coherence, clarity and ideas/argument. scholarly style. Demonstrates a style.
academic style. But
Communication

structure or structure or clarity. Poor coherence and inconsistencies. Some Very few Very good scholarly style.
clarity. clarity. Very use of clarity. grammar and syntax some inconsistencies inconsistencies; grammar and Excellent
Extremely poor use of language. Limitations in errors which detract in grammar and grammar and syntax syntax grammar and
poor use of language. academic style. from the content syntax. good. syntax.
language.

Extremely Very poor Poor Inadequate Unsatisfactory Satisfactory Good Very Good Excellent Outstanding
poor

1-9 10-19 20-29 30-39 40-49 50-59 60-69 70-79 80-89 90-100

No Lack of Poor use of Unsatisfactory Narrow range of sources. Satisfactory Good range Clear evidence Detailed use of Synthesis of
references. ability to reference referencing Referencing in presented of sources. of referencing predominantly reference material
No attempt to source material. with frequent work is unsatisfactory range of sources Well to a wide range primary sources from a wide range
Referencing and using

provide adequate Inappropriate error. Limited identified with referenced, of primary and which are well of sources both
evidence of material. or out dated ability to with some inconsistencies appropriate very few secondary referenced and within and across
sources used. Very poor sources with support or inaccuracies. Over referencing and few inaccuracies. sources which are used professions
referencing numerous content with utilises secondary inaccuracies. Good use of are used creatively to
sources. References Appropriate use of
evidence

referencing relevant primary and effectively in develop the work.

errors. sources. used are inappropriate in primary and secondary supporting the
terms of currency. secondary sources. sources. work.

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