Course: MBA International Fashion Marketing
Module Assignment: CW2 M088LON Consumer Behaviour in the luxury market
Term: B
Module Leader | Frederik Willems | |
Module Tutors | Frederik Willems
Claudia Behnke |
|
My Deadline:
|
Before 17.00 pm Monday Week 13 via the Submission Links on Moodle. IMPORTANT! There are two submission links for this assignment – one for the report and one for the presentation – it is your responsibility to submit to the correct link! | |
Context | What Will I Learn? Why is this Module Important?
Through the M088LON Consumer Behaviour in the Luxury Sector module you will be introduced to the study of consumer behaviour with a particular focus on the luxury sector. You will look at what stimulates different consumer behaviours and how these are used in the marketing of luxury goods and services (for example fashion). You will examine, consider and critique this together with the applications of theory. The aim is to provide you with an understanding of consumer behaviour and how this knowledge can be used to direct commercial decisions in the luxury sector. Emphasis is placed on the ability to critically appraise various theories and concepts, and to synthesise them during the process of application in the managerial process. At the end of this module you will understand the psychological and social influences exercised upon customer behaviour in the luxury sector, and be able to identify the strategic and managerial implications associated with consumer behaviour.
Job roles this Module and the Assignment have relevance for include: Fashion Marketing Manager, Digital and Social Media Fashion Marketing Manager, Marketing Assistant, CRM manager, CRM assistant Manager, Brand Consultant, Brand Manager, Brand Assistant Manager, Luxury Fashion Product Strategy Consultant, Senior Buyer ,Assistant Buyer or Entrepreneur
How is my Assignment for this Module Structured
Assignment CW1 = 40% – Assessed on a Group and Individual Basis Part 1 Group Presentation – 15 Minutes Total for the whole group. Each Group Member must contribute to the Presentation. Part 2 Individual Reflective Essay (1000 words)
Assignment CW2 = 60% – Assessed on an Individual Basis Individual Luxury Brand & Consumer Buying Behaviour Strategy Report (2500 Words)
|
|
Requirements | My Brief for Assignment CW2 – What do I need to complete?
Individual Luxury Brand & Consumer Buying Behaviour Strategy Report (2500 words)
A comprehensive overview of the project – final strategy proposal document for client
You should use this report to disseminate your primary research and project journey. Remember to introduce and conclude your findings, making future recommendations outlined as your Luxury Brand & Consumer Buying Behaviour Strategy to the client, highlighting the aspects you believe will need the most focus and management as well as implementation theories in order successfully grow the business. Also ensure you credit your team members’ input and include visual evidence as well as the following: · A project proposal and rationale for the team approach · Personal professional planning lay-out · Evidence and synthesis of primary research · Client based analysis · 5 Ps research market and sector research · Launch and promotion strategy package · Reflection on client feedback and responses · Evaluation of the team working process
Practical: The essay must be presented in a professional format with each section clearly delineated with an appropriate heading or sub-heading and all visual data must be fully integrated into the essay (i.e. no appendix is necessary).
All references must be acknowledged with in text citation and a final references list using the Harvard Referencing System (see the CULC Guide to Harvard Referencing available via Moodle); both text-based and visual data references. |
LO1/LO2/ LO3/LO4/ LO5/LO7/ LO9/ LO10
|
Submission | What do I Need to Hand In?
IMPORTANT! Everyone Must Individually Hand in All of the Following via Moodle:
NB: If you do not submit each part for this assignment you will automatically become a re-sit candidate for this module!
Individual Luxury Brand & Consumer Buying Behaviour Strategy Report (2500 words)
X1 Copy of the Report as a Word.doc file
The Report must include:
· A Cover Page with your Name and CULC ID Number in Bold, plus the names of your Group Members
· Contents Page
· Table of Illustrations
· Introduction
· Main Body of the Report (i.e. subsections should be given appropriate titles)
· References List |
|
Learning Outcomes | What will I Learn to Do?
The module fits with the course aims and course learning outcomes (LO) in the following ways:
|
What Students Are Saying About Us
.......... Customer ID: 12*** | Rating: ⭐⭐⭐⭐⭐"Honestly, I was afraid to send my paper to you, but splendidwritings.com proved they are a trustworthy service. My essay was done in less than a day, and I received a brilliant piece. I didn’t even believe it was my essay at first 🙂 Great job, thank you!"
.......... Customer ID: 14***| Rating: ⭐⭐⭐⭐⭐
"The company has some nice prices and good content. I ordered a term paper here and got a very good one. I'll keep ordering from this website."