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1. Written assignment

The purpose of the written project is to allow you the opportunity to explore a consumer behaviour topic of your choice in a deeper fashion than in the course of normal course work. I’d like you to think through your topic in light of what you learn from lectures, journals, trade magazines and websites such as those listed below together with any additional resources you find. Your project should clearly explain what you understand by the theoretical concepts/terms you are examining.

Try to ensure that you use some academic journals for your project to explore the theoretical underpinnings of your topic and then go on to examine its consequences for consumption and marketing. (Projects based solely on Google searches and/or Wikipedia will not do well). This project is not meant to be an industry analysis, where you look at market share and the competitive structure of the industry. Try and focus more on things as seen from the consumer’s point of view.

It might help if you ask yourself the following questions as they correspond to the headings that will be used in grading your project. So check your project against these headings before you submit it.

1. Have you shown that you have clearly defined and understood the topic area? (If the topic you choose seems too broad, feel free to narrow it down and make this clear in your introduction. For example, if you were to choose ‘addictive consumption’ as your topic, indicate a particular type of consumption habit or theoretical perspective on addiction.
2. Have you located or linked the topic to any section(s) on the module syllabus, prescribed texts and quality academic marketing/consumer behaviour journals?
3. Have you found relevant examples from popular media that illustrate the topic or some aspect of it?
4. Have you indicated any area(s) of contemporary marketing practice that illustrate this topic in action?
5. Does contemporary marketing practice agree/disagree with the views on this topic that you came across in journals, texts and class materials? In other words, in your opinion do marketers today seem to put into practice what the academic world says about your topic?
6. Where appropriate, have you been able to identify aspects of our own experience as a consumer that reflect or involve this topic?

A range of topics are listed below for you to choose from.

LIST OF PROJECT TOPICS

Projects should be 2000 words (maximum). Please note that 2,000 is not a target you have to hit. It is the maximum amount of words. References should be correctly referenced, typed and should be both spell-checked and grammatically correct. Academic references MUST give the author(s), year, title, journal name, volume and page numbers. Giving a weblink alone for an academic journal article will not suffice. Similarly, do NOT include references as footnotes.