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BMAN74921 Customer Behaviour and Insights
MSc Marketing 2025-26
Live Digital Marketing Project Brief
1. Project Overview
About United Utilities
United Utilities is the main water and wastewater service provider for the North
West of England. Every day, it supplies drinking water and wastewater services
to around 7 million people in the region. This means they make sure households,
schools, and businesses all have safe water to use, and that used water is
collected and treated responsibly before being returned to the environment.
Beyond just delivering water, United Utilities also works on sustainability
challenges such as reducing water waste, protecting the environment, and
encouraging customers to use water more wisely. Their mission is to provide
“great water for a stronger, greener and healthier North West” (United Utilities,
2025).
About this Live Project
This live project is conducted in partnership with United Utilities. In this project,
you will act as marketing consultants for United Utilities, applying your
knowledge and skills to address a real-world sustainability challenge.
The overall aim is to support United Utilities in managing the demand for water
by raising awareness and encouraging behaviour change among consumers.
In particular, the project focuses on two key objectives:
a. To design and recommend consumer-focused marketing strategies that
raise awareness of water sustainability challenges and highlight the
importance of reducing water waste.
b. To develop practical behaviour-change initiatives that encourage
households, schools, and businesses to adopt sustainable water-use
practices, supporting United Utilities’ mission of creating a stronger,
greener, and healthier North West.
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2. As MSc Digital Marketing students, you are expected to approach this project
as if you were external consultants, using knowledge and insights from
consumer behaviour to design impactful communication strategies that can
help United Utilities achieve these goals.
3. Project Deliverables
Phase 1: Group Presentation (Deadline: 25
November, 2025)
Working in groups of 5–6, you will act as a consultancy team and design a
campaign concept that directly addresses both of the project objectives:
• Raising awareness of water sustainability challenges and the importance
of reducing water waste;
• Encouraging individuals, households, schools, or businesses to adopt
sustainable water-use practices.
• Your campaign should be creative, practical, and grounded in an
understanding of consumer behaviour.
• As part of your presentation, you will produce a short video (1–2 minutes)
to illustrate and communicate your message effectively.
• The focus of this phase is on developing an engaging message that raises
awareness and supports behaviour change.
• Shortlisted groups will have the opportunity to present their campaigns to
the United Utilities management team in December 2025.
Phase 2: Individual Report (Deadline: 12 January, 2026)
Building on the group project, you will produce an individual report that critically
analyses and justifies your campaign message and target audiences.
• Your report should apply relevant consumer behaviour theories and
insights to explain why your chosen message is likely to be effective in
raising awareness and influencing behaviour change among the targeting
audiences, in line with the project’s objectives.
• The report should also provide evidence-based recommendations for how
United Utilities could further develop and implement such campaigns.
4. Project Guidance
This section provides an overview of the key components and expectations for
the project deliverables.
Phase 1: Group Presentation (40% of Final Mark)
You will be assigned to groups of 5-6, in this phase, your task is to design and
present a campaign concept that encourages people to use water more wisely.
The campaign should aim to raise awareness and influence behaviour change.
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Sections Examples/Ideas of what to include
Introduction
(1 minute)
- Briefly introduce the team and the project objectives,
as well as the agenda for your presentation.
Review of United
Utilities’ current
communication
(2-3 minutes)
- Summarise what you found from analysing United
Utilities’ social media (messages, tone, style).
-
- Highlight what works well and what seems less
effective.
-
- Identify the gap or opportunity your campaign will
address.
Target audience
and consumer
behaviour insight
(2 minutes)
- Define your target audience
- Highlight the main behaviour, attitude, or motivation
you want to influence.
- Briefly link to consumer behaviour ideas (e.g. habits,
social norms, motivation).
Campaign
message
(3 minutes)
- State clearly the one key message you want your
audience to remember.
-
- Link this message to United Utilities’ overall aim (daily
water use / water saving).
- Showcase your 1–2 minute video as part of this
section.
Expected impact
and conclusion
(1 minute)
- Explain how your campaign could realistically raise
awareness and encourage sustainable behaviour
change.
- End with a clear concluding statement that reinforces
your campaign’s value to United Utilities.
Tips for successful presentation
• Keep your presentation simple and engaging – focus on the key points.
• Use the video to make your campaign memorable, not to repeat your slides.
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• Link your ideas to consumer behaviour (e.g. habits, social influence,
motivation) but keep detailed theory for the individual report (Phase 2).
• Show that your campaign supports sustainable behaviour – it should aim for
lasting positive change, not just short-term attention.
• Make sure your idea is realistic and could be used by United Utilities.
• Leverage industry reports or case studies from similar institutions to provide
context and further support your recommendations (such as reports from
Euromonitor or Mintel).
• Ensure all references and sources used in the presentation are properly cited
following the Manchester Harvard Referencing Style. This applies to any data,
research, or external materials you incorporate into your presentation.
Timing and format of presentation
• Each group will have 10 minutes to present their work (including the video),
followed by a 5-minute Q&A session.
• Presentations should be professional and well-structured, using visual aids
such as slides (e.g., PowerPoint or Google Slides) to support your key points.
• Not all group members are required to present, but every member must
contribute to the project.
Location
To be confirmed. We will inform you of the presentation location one week
before the scheduled date. Please note that the location may differ from your
usual lecture venue, so kindly await further details.
Presentation marking criteria
In preparing your research and presentation, you should take account of the
following (approximate) grading criteria.
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Rubric
Criteria
<40
Fail, insufficient
41-50
3 Sufficient
51-60
2:2, Good
61-70
2:1, Very good
>70
First, Excellent
Use of
research
Insufficient resources have been
included.
Research has not been
assimilated and used in the
presentation.
Sufficient appropriate
resources have been
included, but more would
have been beneficial.
Research has been
sufficiently assimilated and
used in the presentation.
A range of appropriate
resources have been
included, but more would
have been beneficial.
Research has been
assimilated and used in the
presentation to good effect.
A range of appropriate
resources have been
included.
Research has been
assimilated and used in
the presentation to very
good effect.
A wide range of
appropriate resources
have been included.
Research has been
assimilated and used in
the presentation to great
effect.
Use of
academic
theory and
best practice
The presentation is based on
insufficient understanding and
use of relevant Consumer
Behaviour theory and best
practice. Further demonstration
of understanding is required.
The presentation is based
on a sufficient
understanding and use of
relevant Consumer
Behaviour theory and best
practice. Further
demonstration of
understanding would
greatly improve the work.
The presentation is based on
a good understanding and
use of relevant Consumer
Behaviour theory and best
practice. Further
demonstration of
understanding would be
beneficial.
The presentation is based
on a very good
understanding and use of
relevant Consumer
Behaviour theory and
best practice.
The presentation is based
on an excellent
understanding and use of
relevant Consumer
Behaviour theory and
best practice.
Quality of
overall
solution
The work provides an insufficient
solution. Elements may not be
feasible. Links between the
research and the solution are
missing. Many elements of the
brief are missing.
The work provides a
sufficient solution.
Elements may not be
feasible. Links between the
research and the solution
could be much better.
Some elements of the brief
may be missing.
The work provides a good
solution which is mostly
feasible and which
incorporates some elements
of the research, but links
between the research and
the solution could be better.
Some elements of the brief
may be missing.
The work provides a very
good solution which is
feasible and which mainly
builds on the research.
Most of the elements of
the brief are covered.
The work provides an
excellent solution which
is feasible and which
builds on the research.
All elements of the brief
are covered.
Quality of
presentation
The quality of presentation in
terms of structure, style and
referencing is poor. There are
lapses in many areas which may
cause difficulty for the audience.
The presentation is of an
insufficient standard.
The quality of presentation
in terms of structure, style
and referencing is
sufficient. There are lapses
in some areas which may
cause difficulty for the
audience.
The quality of presentation in
terms of structure, style and
referencing is good. There
are minor lapses in one or
two areas.
The quality of
presentation in terms of
structure, style and
referencing is very good.
The quality of
presentation in terms of
structure, style and
referencing is excellent.
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Peer Assessment
There is a peer assessment procedure in place for this group assessment. Please
refer to the detailed guidance available on Canvas for information on how it
works and when/how to complete it.
Please see below the general guidance for group work:
- Everyone in the group must actively participate in planning, executing,
and delivering the project. Seek support from your course leader if this is
not working.
- The group will receive a single mark from the assessor, but that mark
may be adjusted based on peer assessment
- Peer assessment should not replace the need to resolve group conflicts— try to work out issues with group members as soon as possible.
- Document any issues to support negative peer scoring, e.g. failure to
participate in meetings, complete agreed tasks on time, communication
issues.
- Highlight any issues to course coordinators when necessary.
- The academic leading the course will review feedback and final marks to
ensure fairness.
- The academic leading the course can override suggested mark
adjustments if there is insufficient evidence to support the claims being
made.
Feedback
Marks and written feedback will be released to the administration team within 15
working days after submission (holidays & exam period are excluded). In
addition, throughout the project, students will have the opportunity to gain
formative feedback from the course unit director in seminars and office hours.
Phase 2: Individual Report (60% of Final Mark)
Deadline: 12 January, 2026
In Phase 2, you will build on the work from your group presentation by writing
an individual report. The report allows you to move beyond creativity and show
your ability to apply consumer behaviour theories and sustainable marketing
concepts to critically analyse your campaign idea.
Below is a suggested structure for your report:
1. Introduction (150-200 words)
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• Briefly restate your group’s campaign (message, target audience, overall
idea).
• Outline the purpose and structure of the report.
2. Audience Analysis (300–350 words)
• Define who your target audience is and why they are important.
• Highlight key habits, attitudes, or motivations that shape their water use.
• Identify barriers or opportunities to influence this group.
3. Message Justification (200-250 words)
• Explain why your chosen message is important for United Utilities’ goals.
• You can link it to wider sustainability challenges (e.g. water scarcity,
behaviour change).
4. Theory Application (650–700 words)
• Apply 2–3 relevant consumer behaviour theories.
• Use these theories to explain why your campaign would work for your
chosen audience.
• Critically discuss strengths and limitations of the theories.
5. Reflection & Recommendations (500–550 words)
• Reflect on strengths and weaknesses of your campaign idea.
• Suggest improvements or next steps for United Utilities.
• Consider practical feasibility and long-term sustainability.
6. References
▪ List all sources used in the report. The reference list should follow the
Manchester Harvard referencing style.
7. Appendix (if needed)
▪ The appendix provides supplementary material that supports the report
but is not essential to the main body. For example, additional charts,
tables, or graphs that visually support your recommendations.
Marking Criteria:
Students are strongly advised to read the marking criteria before undertaking
their research and when preparing their report.
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This individual report makes up 60% of your full course mark. Marks will be
allocated according to the marking criteria (below):
Section Weighting What is being assessed
Introduction 10% Clear and concise introduction that briefly
restates the campaign and outlines the
purpose and structure of the report.
Audience Analysis 15% Depth and clarity in defining and
analysing the target audience.
Demonstrates why this group is
important, with evidence on their habits,
attitudes, and motivations. Identifies
barriers and opportunities for behaviour
change. Use of appropriate research to
support analysis.
Message
Justification
15% Critical justification of why the campaign
message is important for United Utilities’
objectives. Strong links to sustainability
challenges (e.g. water demand,
environmental impact) and supported by
credible academic and industry research.
Theory Application 30% Selection and application of 2–3 relevant
consumer behaviour theories. Integration
of theory with the campaign and audience
to explain effectiveness. Critical
evaluation of theories’ strengths and
limitations. Supported by strong academic
research.
Reflection &
Recommendations
20% Balanced reflection on the strengths and
weaknesses of the campaign. Evidence- based recommendations that consider
both practical feasibility (real-world
application) and long-term sustainability
(lasting behaviour change). Research
should be used to justify
recommendations.
Structure,
Presentation,
Referencing &
Research Quality
10% Overall clarity, organisation, and flow of
the report. Academic writing style, correct
use of Harvard referencing, and word
count within ±10%. Breadth and depth of
research demonstrated throughout, with
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integration of academic and industry
sources.
Formatting
Font: ▪ The report should be written in a font no smaller than
Ariel 11 pt.
▪ Text should be double spaced.
Tables: ▪ Information in table format will be included in the word
count.
▪ Tables may be single spaced.
Diagrams:
▪ If a diagram is included, and relevant to your analysis it
should be discussed within the text to demonstrate why it
has been included.
Wordcount: ▪ You are allowed a margin of ±10% (i.e. between 1,800
and 2,200 words).
▪ Wordcount INCLUDES words in tables and in-text
citations, but DOES NOT include the cover page, abstract,
table of contents, list of references and appendices.
Appendices: ▪ If you wish to include additional information that may be
of interest, but is not central to the report, these will not
be included in the word count. Please note that
information included in the appendices will not be marked,
so it is not expected that this report will include multiple
appendices.
References: ▪ The main body of the report should draw upon industry
research, academic theory and journal articles to support
analysis. ALL sources must be cited and referenced
correctly, using the Manchester Harvard formatting style.
Format: ▪ Your report should be formatted to A4. You may include
landscape pages if that helps with layouts etc. You must
include page numbers.
Feedback
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Marks and written feedback will be released to the administration team within 15
working days after submission (holidays & exam period are excluded).
Formative feedback will be provided through lectures and assignment support
sessions.
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