BSM24202 The Fashion Consumer Journey Assignment Brief 2026

Welcome to BSM24202 The Consumer Journey. This 20-credit Level 5 module builds on your foundational marketing knowledge and develops your ability to analyse, evaluate, and apply consumer behaviour theory across complex, real-world contexts.The module focuses on how consumers interact with brands across multiple touchpoints and channels, from initial awareness through to post-purchase loyalty and advocacy. You will explore psychological, social, cultural, and ethical influences on consumer decision-making, and critically evaluate how organisations design omnichannel strategies to influence behaviour while managing ethical, social responsibility, and sustainability considerations.

You are expected to engage critically with academic theory, industry practice, and empirical evidence, and to demonstrate increasing independence, judgement, and professional awareness appropriate to Level 5 study.

Assessment 1

Multiple Choice Quiz – Canvas

Weighting: 30% 

Task Description: This assessment evaluates students’ understanding of the consumer journey and the theoretical frameworks that underpin consumer behaviour across different stages of that journey. The quiz will assess your ability to recognise, interpret, and apply key concepts related to consumer decision-making, psychological influences, digital and social media touchpoints, branding, ethics, and innovation within contemporary marketing contexts. Questions will be scenario-based and theory-informed, requiring you to demonstrate how consumers move from initial awareness through to purchase and post-purchase engagement, and how marketers strategically respond at each stage of the consumer journey. The quiz content will be drawn from material covered throughout the semester, including lectures, seminars, workshops, and directed independent study.

Learning Outcomes Addressed: LO1, LO2, LO3

Quiz date: Week 9 in class quiz submission

Assessment 2 

Group Presentation – Submission via Canvas 

Weighting: 50%

Task Description: This assessment requires students to design and critically present a creative marketing campaign for a selected brand, focusing on a specific product, service, or concept. The campaign must be underpinned by a robust theoretical rationale, demonstrating a clear understanding of the consumer journey and the application of consumer behaviour theory within contemporary marketing contexts. Working in groups, students will deliver a structured and academically informed presentation that analyses and evaluates the brand’s consumer journey strategy, from initial awareness and consideration through to purchase and post-purchase engagement. The presentation should demonstrate a rigorous and integrated application of consumer behaviour and decision-making theories, drawing on relevant psychological, social, and cultural perspectives. Students are also required to critically evaluate the brand’s omnichannel marketing approach, assessing the effectiveness and coherence of touchpoints across digital and physical channels. In addition, the presentation must include a critical reflection on ethical, social, cultural, and sustainability considerations, with particular attention to issues of persuasion, consumer vulnerability, representation, and responsible marketing practice. Each group member must clearly demonstrate their individual contribution to the project.

Duration: The group presentation should be 15 minutes in length, followed by a Q&A session (5 minutes).

Visuals: The presentation should be supported by professional-quality visuals, such as slides, videos, or other digital media, to enhance clarity and engagement.

Q&A: After the presentation, the group will be required to answer questions from the audience (which may include the lecturer and peers), demonstrating depth of understanding and ability to defend your marketing strategies.

Learning Outcomes Addressed: LO1, LO2, LO3,

Presentation: Week 11 in class group presentation & submission deadline – 31/07/2026 (Friday) before 4PM

You may, if you wish, use a recognised planning framework such as SOSTAC® to structure your analysis and campaign design. Your presentation should include:

Assessment 3

Task Description : This assessment requires students to evidence and reflect upon the development of key employability skills acquired through engagement with The Consumer Journey module. The assessment asks students to identify evidence and critically reflect on how participation in module activities has contributed to their readiness for employment within marketing, business, and related consumer-facing roles.

This assessment should include:

A 350-word reflection analysing how you have developed these skills, linking them to the module activities and your future career goals. A webpage that includes evidence of key skills, both mandatory and optional, from your reflection.

These may include:

• Active participation
• Teamwork
• Networking
• Career awareness and preparation
• Managing workloads

Learning Outcomes Addressed : LO4

Submission : Week 12, 07/08/2026 (Friday), before 4 PM

Important : Use of AI: Claiming AI-generated output as one’s own original work without full and transparent acknowledgement of any instructed contribution from AI technology will be flagged as academic misconduct.
Originality: Your ideas, critical thinking, use of primary and secondary sources, and ability to apply theory to practice are important parameters for the assessment of your report. Highly theoretical and general reports will not be successful.

Referencing: Your work should be referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system.

BSM24202 Assignment Criteria