Your task:

The individual website-based presentation (40%) requires you to develop a page (interactive presentation) with Adobe Spark. However, the content still needs to be academic, including the application of one appropriate behavioural concept and the critical analysis thereof. The overall word count for the website-based presentation is limited to 1,500. Adobe Spark provides you with several tools, e.g. embedding of videos, photos, and links, to creatively and aesthetically present the content. There are support seminar sessions scheduled (week 5 & 6) and additional support videos on Blackboard to provide you with the necessary skills and opportunities to ask questions.


•  Word limit 1,500

   (excluding footnotes, references and bibliography)

• less than 1,500 words – not likely to be of sufficient depth to reach the required standard

• more than 1,500 words is not likely to be sufficiently focussed and succinct

àTry to be sharp and concise!



– develop a Adobe Spark Page

– utilise the Adobe Spark tools, e.g. embedding of videos, photos, and links to support your content

àTry to be creative and visually appealing!

Example page:



You expected to discuss the following question:

Discuss to what extent is the consumer behaviour of Millennials different to that of Generation X or Baby Boomers in the area of …?

• _Leisure

• _Luxury/ novelty goods

• _Entertainment, e.g. movies, music

• _Health products

(Please choose only one of the four listed industries to focus your page on.) 



And apply of one appropriate behavioural concept and the critical analysis thereof.


Please choose either Generation X or Baby Boomers and only one of the four listed industries to focus your page on.

Submission date: 1th November 2017 by 12:00noon GMT. The Adobe Spark page link must be submitted electronically on Blackboard under assessment submission via Google forms and the written content (MSword, PDF) must be submitted electronically on Blackboard via TurnitinUK. No paper or e-mail submissions will be accepted. Please make sure that you submit your work on time, otherwise 10 marks are deducted for each day after your submission deadline.

The Adobe Spark page will be assessed and the upload to TurnitinUK is for plagiarism checks only.


Important aspects to consider: 

• _You must highlight the differences and similarities of consumer behaviour in regards to Millennials and Generation X or Baby Boomers.

• _You must justify all your arguments by supporting them through relevant academic literature, statistics and/ or examples.

• _Conclude an answer to the set question based on your research.


( As this is a module in an academic business programme, I am looking for evidence that you’re using the theory you are reading about and discussing. So use it and use the terms. Don’t waste space defining terms; we all have the book.

Taking the “cohort theory” approach in which the ontological assumption is that “people born in the same period…in the same socio-economic climate will have similar consumer related needs, wishes and attitudes” thus explaining their similar consumer behaviours (Valkenners and Vanhoomissen, 2012, 54), it is necessary to define each generation group under consideration. )


Individual Presentation

• Structure

– Heading/ subheadings to highlight structure

• Adopting a critical approach

• Maintaining academic principles:

– Referencing

– Intellectual honesty

• Language

– Clarity – Short sentences and paragraphs – Check spelling


• External Secondary Data Sources, e.g.:

• Euromonitor (via the university databases) 

• Mintel (via the university databases) 

• MarketLine (via the university databases) 

• Keynote 


Online resources

Academic Journals relevant to Consumer Behaviour:

Science Direct

• _Journal of Retailing

• _Journal of Business Research

• _Journal of Retailing and Consumer Services



• _European Journal of Marketing

• _Journal of Consumer Marketing

• _International Journal of Retail and Distribution Management


ABI Inform / Pro Quest

• _Academy of Marketing Science Review

• _Journal of Consumer Behaviour

• _Journal of Consumer Marketing

• _Journal of Consumer Research


Ebsco Host EJS

• _International Journal of Research in Marketing

• _International Review of Retail, Distribution and Consumer Research

• _Journal of Consumer Marketing


• When to Reference

– You must give the reference whenever you draw on a source of information:

• as your inspiration

• as the source of a particular theory, argument or viewpoint

• for specific information, such as statistics, examples or case studies

• for direct quotations (reproducing the writers exact words)

• for texts which you paraphrase rather than quote

• Use the Harvard Referencing Style




A market segment must be: 

• Identifiable

• Sizeable

• Stable and growing

• Reachable

• Congruent with the marketer’s objectives and resources



Learning outcomes

1. Demonstrate conceptual knowledge of a range of frameworks of Consumer Behaviour

2. Critically appraise selected frameworks of Consumer Behaviour

3. Apply frameworks of Consumer Behaviour to real and simulated situations and formulate recommendations to improve marketing practice

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