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Assignment 1 /2548

Discursive ESSAY (Individual assessment)

  • 4 sides of A4
  • represents 50% of final grade
  • due 4pm Thursday of week 15 (8/1/15) – submit to SAC and Turnitin

Note: Assignment 1 is marked on an anonymous basis – please use the appropriate front sheet with the fold-over flap and ensure your name is not visible in the document (eg in headers or footers).

The case study sessions in weeks 3-4, 7-8 and 9-10 have a range of discussion questions attached to them. In each case study, a question related to that case study will be identified as an essay question option. You will need to select one of the case studies we have done in class and the appropriate question for that case and write an essay that:

  • Addresses the question set for the case study
  • Builds on the discussion in class and your own preparation for the case study discussion
  • Incorporates your reflection on the case issues.

You should ensure that you offer a coherent and suitably structured response to the question chosen and that there is appropriate analysis, drawing on relevant theoretical models where appropriate. Further research and reading beyond the case study materials is required, as you are aiming to produce a deeper and more considered response that builds on the discussion in class. You may need to add further examples, data or illustration of the issues.

Essay options

  1. Week 3-4 case
    What does economics, as an academic discipline, need to do to address the concerns that both the Hodgson and the Chang and Aldred articles raise ?
  2. Week 7-8 case
    Distinguish between what Kahneman terms System 1 and System 2 thinking. What issues emerge for decision-making from this distinction?
  3. Week 9-10 case
    Identify two distinct instances where firms could apply specific behavioural economics approaches to encourage consumers to purchase (and highlight what biases or behavioural responses are relied upon in each case).

Essay Assessment Criteria

The essay must:

  • Provide evidence of suitably relevant reading and research.
  • Demonstrate a clear and concise writing style.
  • Show suitable reflection and development from the discussion in class for that case
  • Demonstrate the student’s understanding of the theoretical concepts that the question addresses.
  • Draw appropriate conclusions that are congruent with the preceding analysis.


  • The essay should be typed in 12 point Arial or Helvetica (with 1.5 line spacing) and follow an essay-style format
  • It should be printed single sided (not double sided).
  • It should identify a minimum of six “academic” sources. “Academic” sources are textbooks, academic journal articles and, at this level, business analysis sources such as The Economist.
  • The page count excludes the title page and reference list.
  • Margins should be of ‘normal’ dimensions – no less than 25mm for left and right margins, and no more than 32mm.
  • It must be submitted in hard copy to the SAC, plus submitted in digital form to the Turnitin assignment drop-box on the module’s Blackboard site. Digital submissions must be received by the assignment deadline. Don’t assume instantaneous delivery.
  • Good referencing and academic practice will be credited, as will good standards of written English
  • Any evidence of plagiarism will be dealt with severely in accordance with DMU regulations.
  • Late submissions will be penalised.

Assessment 1 marksheet [pdf]

Reassessment opportunity

If assignment 1 is failed (either due to non-submission or poor completion), it may be reassessed by submission of a revised version of the assignment, provided the tutor has been notified, within two weeks of assignment return, that resubmission is being pursued. In such cases, the grade will be capped at 40%.