ASSIGNMENT INSTRUCTIONS

WRITING YOUR ASSIGNMENT:

• This assignment must be completed individually.
• You must use the Harvard referencing system.
  • Your work must indicate the number of words you have used. Written assignments must not exceed the specified maximum number of words. When a written assignment is marked, the excessive use of words beyond the word limit is reflected in the academic judgement of the piece of work which results in a lower mark being awarded for the piece of work (regulation 6.74).
  • Assignment submissions are to be made anonymously. Do not write your name anywhere on your work.
  • Write your student ID number at the top of every page.
    • Where the assignment comprises more than one task, all tasks must be submitted in a single document.
    • You must number all pages.

SUBMITTING YOUR ASSIGNMENT:

In order to achieve full marks, you must submit your work before the deadline. Work that is submitted late – up to five working days after the published submission deadline - will be accepted and marked. However, the element of the module’s assessment to which the work contributes will be capped with a maximum mark of 40%.

Work cannot be submitted if the period of 5 working days after the deadline has passed (unless there is an approved extension). Failure to submit within the relevant period will mean that you have failed the assessment.

Requests for short-term extensions will only be considered in the case of illness or other cause considered valid by the iCentre Adviser. Please contact iCentre@lca.anglia.ac.uk. A request must normally be received and agreed by the iCentre Adviser in writing at least 24 hours prior to the deadline. See rules 6.56-6.65: http://web.anglia.ac.uk/anet/academic/public/academic_regs.pdf

Mitigation: The deadline for submission of mitigation in relation to this assignment is no later than five working days after the submission date of this work. Please contact iCentre@lca.anglia.ac.uk See rules 6.103 – 6.132: http://web.anglia.ac.uk/anet/academic/public/academic_regs.pdf

ASSIGNMENT QUESTION

Critically evaluate the 5 stage consumer behaviour model by Engel, Blackwell and Kollat (1968) which was updated in 1978. Identify and describe if this process is still relevant to consumer buyer behaviour in today’s market place and provide examples within marketing campaigns to explain your answer specifically in a tourism perspective.

Making reference to a product or service of your choice in the tourism industry, critically apply and evaluate the usefulness for today’s marketing managers of this process when the respective new product or service was launched to either a consumer or business market. Evaluate if the implementation, marketing strategy and channels chosen were appropriate.

The assignment is in a report format and therefore needs to include an understanding and critical evaluation and argument towards statements made. The report should include sub-headings and can include graphs/images as appendices if this aids the points made.

(100 marks)

POINTS TO CONSIDER

• A range of research sources needs to be undertaken. This is a written task with the application of all report tools including graphs, charts and diagrams.
• Using the buying behaviour model and relevant theories to support its application to consumer buyer behaviour in today’s developed, connected world.

ASSESSMENT CRITERIA

• Knowledge and understanding of peoples` consumption-related behaviours and to develop and evaluate marketing strategies intended to influence those behaviours.
• Intellectual, practical, affective and transferrable skills. An appreciation and understanding of how marketing research, marketing strategy, and basic research play multiple roles in the discipline of marketing.
• Evaluation of marketing campaigns and a critical assessment of the respective campaign chosen including its implementation, strategy and channels chosen