MG5610 Consumer Behaviour Assessment Brief 2026 | Brunel University

Consultation Report

Contents

Approx. Word Count

Introduction

-Provide a brief background on the relevant industry for your company from secondary data (e.g. research reports, Statista, yougov polls).

-Briefly summarise the key consumer behaviour concepts to be discussed in the following sections.

300-400

Part 1: Target markets

-Use materials and recommended readings from lectures 5 (selfhood, gender, lifestyle, values), 6 (families, income, social class), and 8 (consumer culture) to explain the relevant ways in which consumers can be segmented in relation to the relevant industry / services of your selected company.

-Provide some general recommendations on how to effectively communicate with at least two different key segments.

550-650

Part 2: Consumer attitudes and motivations

-Use materials and recommended readings from lectures 2 (attitudes and motivations) and 3 (decision-making) to explain how and why consumers may hold different attitudes and motivations toward the services your selected company provides.

-Provide some recommendations for addressing attitudes and motivations of the two key segments described above in the campaign.

550-650

Part 3: Consumer perceptions and digital technology

-Use materials and recommended readings from lecture 4 (perceptions and meanings) and 7 (human-technology interactions) to discuss how your selected company can run their campaign online /on social media in consideration of the target market you previously identified.

-Provide some recommendations for designing/developing your company’s campaign for digital consumption.

550-650

Conclusion

 -Summarise the goals of your company’s marketing campaign; provide a brief statement explaining why understanding key elements of consumer behaviour is important for designing a successful campaign.

-Summarise the key points from the previous three sections (target markets, attitudes/motivations, perceptions, and implications for digital marketing of the campaign.

300-400

Total word count

2500 words

(± 10%)

Indicative Mark Band

Degree class equivalent

Grade Point

90 and above

A*

17

80-89

A+

16

73-79

A

15

70-72

A-

14

68-69

B+

13

63-67

B

12

60-62

B-

11

58-59

C+

10

53-57

C

9

50-52

C-

8

48-49

D+

7

43-47

D

6

40-42

D-

5

38-39

E+

4

33-37

E

3

30-32

E-

2

29 and below

F

1

The writing is clear and easy to follow, free from errors, and citation/reference format is correct and consistent.

The writing is clear and easy to follow, includes only a few minor errors, and the citation/reference format is correct and consistent.

The writing is clear and easy to follow, free from errors, and citation/reference format is correct and consistent. 

The writing is clear and easy to follow, contains only a few errors, and citation/reference format is correct and consistent.

The writing is mostly clear, though may include some errors; the citation/reference format is mostly correct and consistent.

The writing may be unclear in places and include errors throughout; the citation /reference format may be inconsistent and incorrect in some places.

Writing is unclear and difficult to understand in many places, and citation/references may be missing or largely incorrect.

The writing is clear and easy to follow, free from errors, and citation/reference format is correct and consistent.

The writing is clear and easy to follow, contains only a few errors, and citation/reference format is correct and consistent.

The writing is mostly clear, though may include some errors; the citation/reference format is mostly correct and consistent.

The writing may be unclear in places and include errors throughout; the citation /reference format may be inconsistent or incorrect at times.

Writing is unclear and difficult to understand in many places, and citation/references may be missing or largely incorrect.

The writing is clear and easy to follow, free from errors, and citation/reference format is correct and consistent.

The writing is clear and easy to follow, containing only a few errors, and citation/reference format is correct and consistent.

The writing is mostly clear, though may include some errors; the citation/reference format is mostly correct and consistent.

The writing may be unclear in places, and include errors throughout; the citation /reference format may be inconsistent and incorrect at times

Writing is unclear and difficult to understand in many places, and citation/references may be missing or largely incorrect.

summary of the goals of the campaign and discussion of the importance of key elements of consumer behaviour.

The key points from the previous three sections are clearly and succinctly summarised. The writing is clear and easy to follow, free from errors, and citation/reference format is correct and consistent.

summary of the goals of the campaign and discussion of the importance of key elements of consumer behaviour.

The key points from the previous three sections are clearly summarised. The writing is clear and easy to follow, containing only a few errors.

summary of the goals of the campaign and discussion of the importance of key elements of consumer behaviour.

The key points from the previous three sections are well-summarised, though may be somewhat unclear or inconsistent.

The writing is mostly clear, though may include some errors.

summary of the goals of the campaign and discussion of the importance of key elements of consumer behaviour that may contain some errors or miss some information.

The summary of key points from the previous three sections are unclear or incomplete.

The writing may be unclear in places and include errors throughout.

summary of the goals of the campaign and discussion of the importance of key elements of consumer behaviour that may contain some errors or miss some information.

The summary of key points from the previous three sections are unclear or incomplete.