Empowering tomorrow’s marketers: A journey through real-world skills and engaging learning in consumer behaviour group projects

 

By: Dr Bahram Mahmoodi Kahriz, Henley Business School, bahram.mahmoodikahriz@henley.ac.uk
woman and man sitting in front of a computer
Photo by Desola Lanre-Ologun on Unsplash

Overview

At Henley Business School, our Consumer Behaviour compulsory module for Part 3 undergraduate students involves a group assignment on creating a consumer insight report. Students are urged to investigate emerging aspects of consumer behaviour, apply relevant theories, conduct research, and offer insights to marketers. This fosters teamwork and enhances research skills, enabling students to apply theory to real-world marketing challenges.

Objectives

The primary aims of the consumer behaviour group project were:

  • Enhance collaborative skills and research competency: This module strengthens teamwork and critical group project abilities, facilitating research competence through the guidance of students in collecting, evaluating, and integrating information sources.
  • Apply theoretical knowledge: Students employ theoretical expertise in Consumer Behaviour and marketing to enhance critical analysis.
  • Develop of report writing skills: The module sharpens writing and presentation proficiencies essential for professional communication in a business context.
  • Encourage peer evaluation: The module encourages peer review, promoting individual contribution assessment within a team framework and fostering a sense of teamwork responsibility.

Context

The consumer behaviour group project aims to help students understand consumer behaviour’s various facets and impact. Given the dynamic changes in consumer behaviour due to global events like COVID-19 and supply chain disruptions, grasping these shifts becomes crucial for marketers. The group project within this module equips students with teamwork, critical thinking, and real-world application skills. It prepares Part 3 BSc Business and Management (Marketing) undergraduates for future career challenges by setting realistic expectations and improving necessary skills.

Implementation

Step-by-Step Guide: Implementing the Group Project

Step 1: Team Formation

  • In the first step, we form diverse groups of 4-5 members to simulate real work situations.
  • This diversity fosters familiarity among students with future workplace dynamics and encourages effective brainstorming.

Step 2: Brainstorming and Topic Selection

  • In this step, we emphasise brainstorming and topic selection.
  • We provide topic examples related to recent changes in consumer behaviour.
  • Active participation in topic selection within random groups encourages critical analysis.

Step 3: Refining Topic Choices

  • After selecting topics, students share them with their assignment groups.
  • Collaboratively, they refine their final topic choices.

Step 4: Research

  • In this step, students initiate the research phase, focusing on their selected topics.
  • We instruct them to review various sources, including contemporary examples, industry reports, academic studies, and relevant theoretical frameworks.

Step 5: Report Structuring

  • Here, we guide students in structuring their reports, which should include:
    • Executive summaries
    • Introductions
    • Discussions of chosen issues
    • Theoretical frameworks
    • Marketing advice
    • Reference lists
  • Stressing the importance of formatting and style consistency.
  • Encouraging the integration of theories from consumer behaviour lectures and other relevant sources.
  • Promoting the use of relevant statistics to support their chosen topics.

Step 6: Peer Collaboration and Review

  • In this step, ongoing peer collaboration and review are emphasised.
  • Students are encouraged to share ideas, review each other’s work, and seek advice from other groups.
  • The project concludes with peer reviews assessing individual contributions, promoting teamwork.

Step 7: Revision and Submission

  • In the final step, teams make revisions based on peer feedback.
  • We ensure that teams complete their reports.
  • Students are instructed to submit their reports via the university’s Blackboard platform by the specified deadline.

This comprehensive process equips students with valuable skills for real-world scenarios, nurturing critical thinking, teamwork, and research capabilities.

Impact

Aim: Enhancing collaborative skills and research competency:

The assignment encourages effective team collaboration, enhancing teamwork, communication, and task delegation based on individual strengths. Students gain a deeper grasp of consumer behaviour, market trends, and the practical application of marketing theories in real-world scenarios. They improve research skills, sourcing relevant materials and statistics, as well as identifying supportive theories from lecture materials to share within their groups.

Aim: Application of theoretical knowledge:

Brainstorming, research, and theory application develop critical thinking, empowering students to analyse emerging consumer trends. They translate theoretical knowledge into actionable insights and advice for potential clients, applying marketing expertise to real-world situations.

Aim: Development of report writing skills:

Students master group report writing, understanding report structures and effectively conveying the topic’s significance. They contextualise arguments with relevant statistics related to changing consumer behaviour and culture, supported by theories and research findings that inform marketing recommendations.

Aim: Encouraging peer evaluation:

Peer reviews promote self-reflection and continuous improvement, allowing students to assess their contributions and those of their peers.

In the year 2022-2023, in their feedback, students appreciated the relevance of topics to real-life examples, which enhanced their understanding of techniques and theories. They also welcomed the integration of current events and social media into the lessons. They found the Group Assignment allowed them to delve into interesting topics of their choice. Seminars were particularly beneficial for fostering in-depth discussions, which contributed to their improved comprehension of the subjects.

Reflections

The group project achieved its objectives with remarkable success. The assignment’s deliberate focus on contemporary consumer behaviour and evolving market trends delivered it both engaging and profoundly relevant to our students. Consequently, their motivation to actively participate can be increased. Relatedly, previous research has also indicated that students engage in group projects, resulting in higher levels of understanding of the material. In addition, they learn how to study more independently, improve their critical thinking and problem-solving abilities, and ultimately, exhibit high levels of motivation (Hidi & Renninger, 2012; Johnson & Johnson, 1989; Prince, 2004).

Moreover, the project excelled in encouraging diverse team compositions, which, in turn, facilitated remarkably rich brainstorming sessions. This diversity led to a broader range of insights, precisely aligning with the assignment’s goals. Research suggests that diverse teams tend to be more creative, come up with innovative solutions, perform better, and make improved decisions (Kristinsson et al., 2016; Lattimer, 1998, Wang et al., 2019).

From a practical standpoint, the project provided a unique opportunity for students to produce a report similar to industry-standard thought leadership pieces. This experience afforded them a taste of the demanding, real-world work involved in marketing consultancy, an invaluable experience for their future careers.

In addition to the practical aspect, the project allowed for a peer review process, a crucial element. This process introduced a sense of accountability among students, prompting them to engage in self-assessment and provide constructive feedback. Consequently, this enriched the overall learning experience, nurturing valuable skills.

However, there is room for improvement in the form of enhancing theoretical integration. While the assignment successfully included theory, emphasising theory application more explicitly throughout the report could strengthen its theoretical foundation.

Follow up

Since the consumer behaviour assignment, our approach to teaching and learning about consumer insights has significantly improved. We have embraced a more interactive approach, fostering greater student engagement in exploring emerging consumer trends. Moreover, we have integrated ongoing peer review practices into various modules, aiming to promote collaborative learning and effective teamwork skills across disciplines.

For future activities and slides, we plan to maintain the same structured format. However, we intend to create more opportunities on Blackboard, where students can actively participate in a group community. This platform will serve as a space for students to engage in discussions, ask questions, and share ideas with one another and with me. This shift to a broader online setting on Blackboard aims to enhance student collaboration, transitioning from in-person seminars to a more inclusive digital environment.

References

Hidi, S., & Renninger, K. A. (2006). The four-phase model of interest development. Educational Psychologist, 41, 111-127.

Johnson, D. W., & Johnson, R. (1989). Cooperation and Competition: Theory and Research. Edina, MN: Interaction Book Company.

Kristinsson, K., Candi, M., & Sæmundsson, R. J. (2016). The relationship between founder team diversity and innovation performance: The moderating role of causation logic. Long Range Planning, 49, 464-476.

Lattimer, R. L. (1998). The case for diversity in global business, and the impact of diversity on team performance. Competitiveness Review: An International Business Journal, 8(2), 3-17.

Prince, M. (2004). Does Active Learning Work A Review of the Research. Journal of Engineering Education, 93, 223-231.

Wang, J., Cheng, G. H. L., Chen, T., & Leung, K. (2019). Team creativity/innovation in culturally diverse teams: A meta‐analysis. Journal of Organizational Behavior, 40, 693-708.


 

Group work in Computer Science

Richard Mitchell and Pat Parslow, Department of Computer Science                                r.j.mitchell@reading.ac.uk     p.parslow@reading.ac.uk

The Department of Computer Science held a workshop recently to consider our use of Group Work. This was facilitated by Pete Inness, School Deputy DTL, and Pete Andrews (CQSD), who gave a useful overview of some of the challenges and potential benefits of group work, and included a talk from Annabel Avery (DAS) on issues associated with students with Special Needs.

Group work is an important aspect of the Computer Science degree, as generally in industry graduates work with others on various projects, and so it is important to be part of a team.

The aim of the workshop was to discuss issues and to highlight some areas of good practice which could be used elsewhere in the Department, School and further afield. This blog discusses our experiences in the Group work we set, in the Part 1 Software Engineering module, the Part 3 social, legal and ethical aspects of computer science module and the Part 3 Virtual Reality module.

Richard’s Virtual Reality Groupwork

The coursework for the Virtual Reality module is to produce a virtual world. Initially all students produce a simple world, using the Unity game engine, and this is worth a quarter of the coursework mark. The rest of the coursework is to produce a more complicated world, in a particular theme. As this generally requires the use of various software packages, and I feel it unreasonable for every student to learn each package, this is done in groups of typically around six people. This allows a specialist in say SketchUp to use it, a specialist in Blender to use it, someone good at scripts in Unity to do that, etc. Each group submits their finished product and each member submits a report on their individual contribution.

As it is a final year assignment, I am not interested in team dynamics, rather (as per a project in industry), I am interested in the final product. Hence the virtual world is visited, assessed against criteria and a mark generated. Everyone gets the same mark, unless it is clear they have done nothing (including not submitting an individual report).

Again, as it is in the final year, I find it easier for students to organise their own groups. Whilst this may go against some advice re special needs students, I can comment that I was advised this year by their (ever helpful) DAS supporter that a student was anxious about the group work until they knew they could choose their own group.

I do however ask that each group notifies me early on as to the members of their group and the tasks that have been allocated to each individual. This has worked, though on the odd occasion when some students are not in a group, I help them set one up. Annabel noted that this was good practice worth disseminating.

Also we feel it is good practice to include both individual and group assessed work.

Students have produced a variety of excellent worlds, showing great creativity and have feedback that they appreciate the opportunity provided. In this year’s ‘impossible world’ theme, highlights include a surreal Dali-Escher-Caroll-esque world, some haunted houses and a virtual brain. Last year’s ‘educational’ themed projects included various museums, including one where each member built a separate room illustrating say computers, Ancient Egypt and (of course) dinosaurs. In this last example, the students could support each other in the use of the different packages.

Pat’s Experiences

The focus on product is common across most Computer Science group work, although it is coupled with assessment for learning.  It is actually important to distinguish between group, and team, assignments.  One of the goals I have is to help students learn the benefits of working as a team rather than as a group – having a common drive, working interdependently, and producing products collectively rather than a set of individual outputs “smooshed” together to produce the course work submission.  Typically, students are resistant to this process!

In Software Engineering, a first year module for which Pat has recently taken on full responsibility, there are a mix of group and individual course work assessments.  Two of them are group work, with more of a focus on “team” in the second one.  Unlike other group assessments, the members of the groups are assigned by the lecturer.  For the first iteration, they are randomly assigned, taking note of any special circumstances such as social anxiety or other mitigating factors.  This assessment has a very low overall weighting (5% of the module) and is designed so that it allows individual efforts, which can then be combined, but which benefit from group discussion to provide different viewpoints.

The second set of teams are determined based on the marks the students have gained in their first individual course work.  For the first time this year, I assigned the teams based on ability bands, rather than deliberately building in diversity to the groups.  This was felt to be something of a risk, but the expectation was that the groups who had scored lower in their individual work would start to realise that they could not just rely on other team members to do the work for them – an issue students frequently comment on whether they select their own teams or have them chosen for them.  This assessment is designed to rely more heavily on team discussion, with less leeway for dividing the tasks up in a “one per student” manner, and requiring inputs from a range of skills to complete properly.

This aspect worked well – the groups consisting of those who scored less well in individual work improved their marks, and there were very few students who failed to contribute.  Less expected, although with hindsight, possibly obvious, was that the teams of high scoring individuals did less well, and feedback from a sample suggests that this was because they tended to be quite individualistic, and not particularly well adapted to working in teams with others with similar traits.  This was felt to be a useful lesson for both the students, and the instructor.

The marking scheme for the first year work is weighted towards them demonstrating that they have taken the correct approaches, rather than having any arbitrary view of “right or wrong” – the subject area and choice of assessment facilitates this.   Part of our knowledge domain requires attention to detail and following specifications, and these pieces of work also contain assessments of the students’ ability to do this – correctly interpreting the specification, following style rules, and producing a high quality piece of proof-read work can go a long way.

In the third year social, legal and ethical aspects of computer science module, the groups are devised to maximise diversity.  The finalists tend to prefer the idea of forming their own teams, but when asked, they almost all say that even when they have free choice, they regret choosing the teams they did after an assessment.  Typically, it appears that forming teams of, say, 7 students is a challenge for them as well – frequently Pat has to point out that 8 is greater than 7.  The teams are balanced by gender (as far as is possible in our subject area), domestic or overseas, with or without industrial experience, and with students with declared disabilities distributed as evenly as possible.  The rationale is that the subject matter itself benefits greatly from having as much diversity as possible.

The task, in this instance, is to watch and critically analyse a “near future science fiction film or TV series”, drawing out similarities with the real world and looking at how the ideas in the show relate to our existing ethical, legal and social realities.  The strong advice given it to discuss the topics together as a team, and it is clear from the resulting product (a report) which teams use this approach.

In addition to the actual group/team work, in each instance the students have an assessed reflective piece of work to complete, in which they are invited to reflect not only on their own learning approaches and how they might improve them, but also on how well the team worked.  They are given a basic structure for this reflection, and encouraged to expand on it using sources from literature.  Those that make the best use of the scaffolding and of the existing literature also produce the deepest insights.

Reflecting on these assessments this year, I am pleased with the variety of experience they give the students.  The problems set are themselves close to real life scenarios, or are real life activities, and have the benefit of not being “Googleable”, but judicious design also leaves them relatively easy to mark, which is a consideration with the size of the cohorts.   One key feature introduced this year has been the use of “CSGitLab”, a version control platform and collaboration tool, which has the benefit of being the type of tool used in industry, but also allowing individual contributions to be identified even in those instances where the team has done a good job of producing a single integrated product.  Although variations on marks within the team are kept to a minimum, there are cases where one member clearly has not made any significant contribution, and it is important to recognise this in the assignment of marks.

Discussion

One of the benefits of Group Work Pete Andrews highlighted was the development of workplace skills including critical reflection, creativity, communication, problem-solving, organisation and teamwork (see the UoR Graduate Attributes). He also quoted Barrows, 2000: “An education process that requires learners to go through the same activities… that are valued in the real world”.

The examples discussed here are very much consistent with these benefits.

We also wish to highlight our experiences re group selection, the importance of identifying as soon as possible any issues with groups, the inclusion of both group and individual work, to note the distinctions between group and team, and assessing the product and team working. We will explore more the use of collaborative tools in future years. As ever, we believe it important to manage expectations, making it clear why group work is used and the benefits. We much appreciate the support from the Petes, Annabel and our colleagues for the workshop and the discussions.

References

Barrows, H. (2000). Problem-based Learning applied to medical education. Southern Illinois University, School of Medicine.

https://www.reading.ac.uk/internal/curriculum-framework/cf-graduate-attributes.aspx

Group work: sure, but what about assessment? By Heike Bruton (a TLDF project)

Group work has many well-documented benefits for students, but it also provides considerable challenges. A frequent complaint from students is that differences in contributions are not recognised when everyone in the group receives the same mark – the free loader issue. However, when students are working unsupervised, it is very difficult for the tutor to gauge who contributed to what extent. This is where peer assessment of group work can be a key part of the assessment framework.

What’s this project all about?
Cathy Hughes from Real Estate & Planning has developed and implemented her own online system of peer assessment of group work, and has given presentations about it at various T&L events. With the help of an award from the Teaching and Learning Development Fund, Cathy appointed me as Research Assistant. Our hope is to find a sustainable system for those colleagues who wish to use it. This may mean developing Cathy’s system further, or possibly adopting a different system.

What peer assessment systems are staff currently using?
The first step of the project was to find out what peer assessment (PA) of group work tutors at the University of Reading are currently using. We conducted a number of interviews with colleagues who are currently using such systems, and we found a variety of systems in use (both paper-based and digital).  Most systems seem to work well in increasing student satisfaction through the perception of fairer marking, and encourage reflection. However, all such systems require quite a lot of effort by those administering them. While lecturers are unanimous in their estimation that peer assessment of group should be done for pedagogic reasons, unsurprisingly they also say that a less labour-intensive system than they are currently using would be highly desirable.

What peer assessment systems are out there?
Cathy and I investigated available peer assessment systems. After examining several digital tools, we identified one system which seems to tick all the boxes on the wish list for peer assessment of group work. This system is called WebPA. WebPA is an open source online peer assessment system which measures contribution to group work. It can be used via Blackboard and seems to be very flexible.

Where to go from here?
You can try out a stand-alone demo version here: http://webpaos.lboro.ac.uk/login.php. This site also contains links leading to further information about WebPA. We are currently putting our findings together in a report, and we will disseminate the results throughout the University.