Consumer Behavior in Online to Offline Assignment

Assignment Task

You are required to compile a portfolio report that demonstrates your theoretical and practical understanding of consumer behaviour about the consumption of gambling in the UK, online and offline. Your portfolio report should demonstrate your knowledge and understanding on the following topics:

a. The concepts of Decision-Making Unit and Buyer Persona and their relevance for analyzing consumer behaviour in offline and/ or online contexts for gambling.

b. The Decision-Making Process and Models and their use in understanding consumer behaviour in the context of consumption of online and offline gambling.

c. The influence of Reference Groups, Lifestyle, Consumer Identity and Paid Influencers on consumer behaviour for gambling, in both online and offline contexts .

d. The influence of culture in consumer behaviour in relation to both online and offline context in the purchasing and consumption of gambling.

e. What would be practical recommendations (two/max three ideally) for a company (from one of the examples previously given in the portfolio) that would like to enter this sector in a country of your choice? These should be based on your previous analysis and justified accordingly.

Knowledge and Understanding

1. Demonstrate a critical awareness of the concepts, theories and debates surrounding the synergies of offline and online consumer behaviour and their practical relevance to the development of marketing strategy.

2. Critically evaluate and synthesise differing approaches to the explanation of consumers’ behaviour in relation to products/services, brands, marketing communications and social media.

3. Demonstrate critical awareness of current issues in marketing and consumption in relation to digital business, business ethics and consumer and societal well-being.

4. Analyse the benefits, problems and challenges that consumer society and culture present for business, policy makers and consumers and assess the roles and responsibilities of both marketing practitioners and consumers.

5. Demonstrate a strategic understanding of buyer persona touch points and other contemporary consumer research issues in professional marketing practice.

Practical, Professional or Subject Specific Skills

1. Problem solving and critical analysis: analysing facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions

2. Research: the ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making

3. Commercial acumen: based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty

4. Innovation, creativity and enterprise: the ability to act entrepreneurially to generate, develop and communicate ideas, manage and exploit intellectual property, gain support, and deliver successful outcomes Numeracy: the use of quantitative skills to manipulate data, evaluate, estimate and model business problems, functions and phenomena.

Transferable Skills and other Attributes

1. Enhance and apply planning, organising, decision-making and time management skills appropriate for use in an organisational context.

2. Use terminology associated with the subject area accurately and in a way, which demonstrates sophisticated knowledge and understanding.

3. Develop and enhance both individually and collaboratively effective written and oral communication skills for both specialist and non-specialist audiences.

Module Aims

1. Develop students’ critical awareness and in-depth understanding of contemporary issues that influence consumer behaviour and how these impact on organizations, consumers and policy-makers.

2. Provide a research-led, insight into a range of online and offline consumer behaviour theories and their practical application across a broad range of organisations and global environments.

3. Facilitate students’ critical analysis of marketing and consumption in the context of broader societal issues and trends.

4. Broaden and enhance students’ employability by developing their knowledge and understanding of offline and online consumer behaviour.

Good Academic Conduct and Academic Misconduct

Students are expected to learn and demonstrate skills associated with good academic conduct (academic integrity). Good academic conduct includes the use of clear and correct referencing of source materials. Academic Misconduct is an action which may give you an unfair advantage in your academic work. This includes plagiarism, asking someone else to write your assessment for you or taking notes into an exam. The University takes all forms of academic misconduct seriously.

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