Topic outline

  • Assignments

    On this course, you have three types of assignments:

    1. Individual assignments --> 5x  3-2-1 quizzes (5% each, 25% of the final grade)
    2. Collaborative assignments --> 5x compulsory readings in Perusall (5% each, 25% of the final grade)
    3. A group project --> (50% of the final grade)

    On this page you'll find instructions for each.


    3-2-1 quizzes

    A 3-2-1 quiz is a a reflective activity that encourages students to reflect on a course experience and organize their thoughts and identify areas of confusion or concern. It also helps the lecturer to gauge students' understanding and interest in a topic.

    In each 3-2-1 quiz you are asked to write down

    • Three things you have learned that week
    • Two questions for clarification/dicussion
    • One piece of feedback regarding the lectures and/or readings that week
    There is no upper page limit, but the quiz should be at least one page in lenght.

    Please see an example of a 3-2-1 quiz (not from the marketing field) and the grading rubric in Lectures and materials.


    Perusall

    Perusal is a collaborative e-reading platform. As you read the assigned texts, you annotate them (i.e. leave comments and questions). In addition, you respond to pots made by others.

    Instructions:

    1. Create an account on Perusall.com

    2. Join the course by inserting the course code: MIKKONEN-G4G9M

    3. Complete the assignments before the deadline

    Your Perusall score depends on:

    1. Posing thoughtful questions and comments that elicit responses from classmates

    2. Answering questions form others

    3. Upvoting thoughtfull questions and helpful answers

    4. Getting upvoted

    5. Reading all the way to the end of the assigned reading

    There will be five (5) readings throughout the course, all are uploaded in Perusall.


    Group project

    (50% of the final grade)

    Overview

    During the course, you will be working on developing consumer-research idea with practical and/or policy implications for a for-profit or not-for-profit organization (see details below),  pitching your idea, and writing a full, theory-based (i.e. academic) research plan.

    Your group will have two different options for topics:

    Option 1: A real world marketing problem

    For this option, you will have to find a company to work with - it can be whichever company you choose, as long as you have an access to a person that is in a position to buy marketing research. You will assume the role of research consultants.

    1. Together with the company representative, you will identify an actual marketing problem that can be solved through consumer research.
    2. Conduct any necessary desk research (library and firm-related research), and report the findings.
    3. Write a detailed research plan

    Option 2: Real-world social problem

    For this option, you will complete a comprehensive analysis of a specific consumer phenomenon that relates to social problems.

    Some topical areas that you might choose include:

    • Obesity and lack of exercise
    • Body shame
    • Food; food insecurity/GMOs/food waste
    • Consumer education (children/youth)
    • Consumer safety (unsafe products)
    • Psychological and social well-being (quality of life, maternity/paternity leave)
    • Vulnerable groups (poor, elderly, illiterate, etc.)
    • Gun ownership
    • Compulsive consumer behaviors (substance abuse, gambling, shoppaholism, gaming addictions etc.)

    This list is in no means a comprehensive of all the possible topic areas.

    Here you assume a role of an advocate group who is writing a grant proposal for an non-profit foundation: you are seeking funding for a research project, which will have implications for policymakers.

    1. Write a detailed report on the social problem at hand. Include statistics and other relevant backgroud info. You aim is to convice the grant committees that this is an important social issue to study.
    2. Write a comprehensive reseach proposal related to this topic - a concrete empirical study with a specific method(s) of your choice, that would increase policymakers' knowledge of your topic.
    3. Detail the kind of social and policy implications the findings could potentially have. Again, you are applying for funding, so empasize the social importance of the study.

    Deliverables

    The group project has four deliverables, due in this order:

    1. Pitch (and presentation slides) (10% of the final grade)

    A maximum 5 minute presentation followed by 5 minutes a Q&A where the instructor and fellow classmates probe your initial idea and give suggestions. In this pitch presentation you should:

    • Outline the consumer-behavior phenomenon your group has chosen (scale of the phenomenon, market structure, etc. relevant information)
    • Convince the importance of the topic for your chosen organization
      • Why should they be interested in the topic; why is it relevant to their organization’s operation, agenda, goal, bottom-line etc.?
      • What kind of practical, actionable, relevant insights and recommendations your research is going to produce?
    • Provide you initial idea on how you would carry out the research in practice
    .

    2. A final presentation (10 % of the final grade)

    A 10-minute PP-presentation of your group project.


    3.  A full research plan (30% of the final grade)


    Standard length is 15 pages, double-spaced, 1” margins, 12-point font, Times New Roman, not including references and other appendices. (However, some papers may go longer if needed,see specifics per each topic. In the table below, I have out lined the flow of the final report and page expectations.


    Section
    FINAL PROJECT OUTLINE
    Approximate page length + grade worth
    Title Page
    • Project title
    • Names of all group members in alphabetical order
    • 1 page
    Table of Contents
    • List of all sections and the corresponding page numbers
    • 1 page



    Introduction
    • Overview of the issue you confronted
    • Your approach to the project
    • The goals and objectives of the project should be clearly stated
    • Argue for the importance of the topic!
    • 2-3 pages
    • max 5 points
    Literature Review
    • A succinct and competent literature review, as specified in each topic
    • A good rule of thumb is to aim for 4-5 articles per group member, ergo 15-20 articles or books at minimum should be cited
    • 3-5 pages
    • max 5 points
    Research design and methods

    • Elaborate on your research design in as much detail as possible (what data, how much, how will be collected etc)
    • 4-5 pages
    • max 10 points
    Expected findings and managerial relevancce
    • Explain how consumer behavior theory/principles can be applied to solve the problem
    • 2-4 pages
    • max 7 points
    References (compulsory) and appendices as needed


    • length will vary
    Reporting skills
    • Proper academic language and form
    • max 2,5 points

    Total pages
    Total points
    13-19 pages
    30

    Please see the grading rubric in Lectures and materials.



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