APME80-Applied Consumer Behaviour Project

Module Provider: School of Agriculture, Policy and Development
Number of credits: 30 [15 ECTS credits]
Terms in which taught: Autumn term module
Non-modular pre-requisites:
Modules excluded:
Current from: 2020/1

Module Convenor: Mr Edward Collins

Email: edward.collins@reading.ac.uk

Type of module:

Summary module description:

Build your confidence in teamworking and develop a strong problem-solving philosophy. Within teams, you'll work on a consumer behaviour related project set by a live company or organisation, which may be internal or external to the University, and produce a report in Case Study format. The project will be supported with professional consultancy tutorials and workshops, as well as a team building experience. Through further workshops (online and offline), you'll explore contemporary cases and theory developments in consumer behaviour, improve team building, and master Case Study writing.


Encourage collaborative learning amongst the cohort

  • To develop problem solving abilities

  • To develop case study analysis skills

  • To develop effective case study writing skills

  • To introduce professional management consultancy skills

Assessable learning outcomes:

  • Demonstrate the ability to deliver a coherent group presentation

  • Demonstrate the ability to deliver an effective consultancy report with clear solutions

  • Demonstrate effective research skills

Additional outcomes:

  • To acquire excellent project management skills

  • To Acquire excellent case study writing skills

Outline content:

The module will encourage students to adopt contemporary styles of project management and team building techniques. The module will encourage the exchanging of ideas and experiences from the cohort’s own work experiences. Guest speakers from industry will be used to give practical perspective on effect project management and problem-solving techniques. 

Indicative Reading list information

Creswell. J. W.  (2009) Research Design: Qualitative, Quantitative, and mixed method approaches.

(3rd Ed) SAGE. London

Denscombe. M. (2010) The Good Research Guide: For Small-Scale Social Research Projects. (4th

Ed) McGraw-Hill Open University Press. Maidenhead, UK.

Kerr, J. (2013). Legacy. London: Constable.

Brief description of teaching and learning methods:

Sessions will be a mixture of small lectures and interactive classroom discussions. Team building sessions will also be significant at the beginning of the module. The classes will be team led with weekly team progress presentations given be the student teams.

Contact hours:
  Autumn Spring Summer
Seminars 30
Tutorials 20
Guided independent study: 250
Total hours by term 0 0
Total hours for module 300

Summative Assessment Methods:
Method Percentage
Report 80
Oral assessment and presentation 20

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

Students will complete a group report and presentation.

Formative assessment methods:

There will be weekly online presentations from groups on the progress of their project. This will be the point where formative assessment will occur. The regular lecture contact time will also act as an opportunity for individuals to receive formative feedback throughout the module.

Penalties for late submission:
Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information: http://www.reading.ac.uk/internal/exams/student/exa-guidePG.aspx

Assessment requirements for a pass:


Reassessment arrangements:

Reassessment will be an individual report and will be set by the module convenor on an annual basis.

Additional Costs (specified where applicable):

Last updated: 14 July 2020


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