BMGT 496 - Business Ethics/Marketing - Due Fri
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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Project 2: Consumers and Marketing
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Instructions
BMGT 496 - Project 2: Consumers and Marketing (25%)
Project 2 is due Tuesday at 11:59 p.m. eastern time of Week 6.
Purpose: In this project, you will assess marketing from a business perspective. Specifically, you will complete research and use the course material to discuss a product, brand or industry, discuss how the product is suited to marketing of a particular company. You will also learn about the responsibilities of marketers in relation to ethics.
Outcomes met by completing this project:
1. identify ethical issues that arise in domestic and global business environments using an understanding of ethical concepts and of legal and business principles
How to Set Up the Paper
Create a Word or Rich Text Format (RTF) document that is double-spaced, 12-point font. The final product will be between 6-8 pages in length excluding the title page and reference page. Write clearly and concisely.
Instructions:
The five “conceptions of a consumer” presents a framework for examining and organizing the purchase decision process of consumers. Thus, the framework presents an opportunity to examine the responsibility of the marketer to consider the ethical ramifications to its consumer base, i.e. Corporate Social Responsibility. The following 5 conceptions are defined and explained in the Business Ethics Workshop, eBook, Chapter 12.
1. The wary consumer
2. The contracting consumer
3. The protected consumer
4. The renegade consumer
5. The capable consumer
Course Material and Research
This project requires you to do research on the Internet. You are expected to use course material going beyond defining terms. You are expected to explain the 'why and how' of a
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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situation. Avoid merely making statements but close the loop of the discussion by explaining how something happens or why something happens, which focuses on importance and impact. In closing the loop, you will demonstrate the ability to think clearly and rationally showing an understanding of the logical connections between the course material and the question(s) being asked. Using one or two in-text citations from the course material throughout the entire paper will not earn many points on the assignment. The support must be relevant and applicable to the topic being discussed. Points are not earned for mentioning a term or concept but by clearly and thoroughly explaining or discussing the question at hand.
Your Role
As consumers we can define our attitudes and acceptance or rejection of advertising based upon our perceptions and experience. But as students of Business Management, we are called upon to examine the topic more in depth and from a corporate perspective. Project 2 will address the following questions from the perspective of a business owner or chief marketing officer.
Use this link: Project 2 Template to complete this project.
Review the Paper
Read the paper to ensure all required elements are present.
The following are specific requirements that you will follow. Use the checklist to mark off that you have followed each specific requirement.
Checklist Specific Project Requirements
Proofread your paper
Read and use the grading rubric while completing the memo to ensure all requirements are met that will lead to the highest possible grade.
Submit file in Assignment Folder as a Word or RTF file. No pdf files will be graded.
Third person writing is required. Third person means that there are no words such as “I, me, my, we, or us” (first person writing), nor is there use of “you or your” (second person writing). If uncertain how to write in the third person, view this link: http://www.quickanddirtytips.com/education/grammar/first-second-and-third- person.
Contractions are not used in business writing, so do not use them.
Paraphrase and do not use direct quotation marks. Paraphrase means you do not use more than four consecutive words from a source document. Instead put a
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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passage from a source document into your own words and attribute the passage to the source document by using an in-text citation.
Changing words from a passage does not exclude the passage from being a direct quote. If more than four consecutive words are used from source documents, this material will not be included in the grade and could lead to allegations of academic dishonesty.
Use in-text citations and provide a reference list that contains the reference associated with each in-text citation.
Note that a reference within a reference list cannot exist without an associated in-text citation and vice versa.
You are expected to use the weekly course materials to develop the analysis and support the reasoning. See the module, Learn How to Support What You Write. There should be a robust use of the course materials along with a thorough analysis.
The citations must contain the title of the eBook, the chapter title and year. The case scenario facts are not cited but do not use more than four consecutive words when completing the project. If more than four consecutive words are used from source documents, this material will not be included in the grade and could lead to allegations of academic dishonesty.
You may not use books in completing this project. Dictionaries, encyclopedia and Wikipedia may not be used.
Submit the paper in the Assignment Folder (The assignment submitted to the Assignment Folder will be considered the student's final product and therefore ready for grading by the instructor. It is incumbent upon the student to verify the assignment is the correct submission. No exceptions will be considered by the instructor).
NOTE: All submitted work is to be your original work. You may not use any work from another student, the Internet or an online clearinghouse. You are expected to understand the Academic Dishonesty and Plagiarism Policy, and know that it is your responsibility to learn about instructor and general academic expectations with regard to proper citation of sources as specified in the APA Publication Manual, 7th Ed. (Students are held accountable for in-text citations and an associated reference list only). Serious sanctions can result from violations of any type of the Academic Dishonesty and Plagiarism including a zero on a project, a zero for the course or dismissal from the University.
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
https://learn.umgc.edu/d2l/lms/dropbox/user/folder_submit_files.d2l?db=1049235&grpid=0&isprv=&bp=0&ou=566199 4/27
Start Date
Mar 17, 2021 12:00 AM
Due Date
Apr 27, 2021 11:59 PM
Hide Rubrics
Rubric Name: Project 2: Consumer and Marketing (25%)
Criteria 1 Equivalent to an A Equivalent to a B Equivalent to a C Equivalent to a D Equivalent to an F Criterion Score
Introduction (3%)
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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3 points
Writes an introduction that captures the reader's attention, gives context to the paper, and builds to the thesis (in the last sentence of the introduction) that defines all of the main points to be discussed in the paper. (2.7 - 3)
2.55 points
Writes an introduction that provides a general context to the paper, has a thesis statement and somewhat discusses main topics but is vague or does not cover all main topics. (2.4 - 2.6)
2.25 points
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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/ 3
Identify from which perspective the paper will be written: business owner or chief marketing officer. (3%)
Writes an introduction that provides context to the paper and presents main topics covered in the paper but this information is not presented in a thesis statement but throughout the first paragraph. (2.1 - 2.3) .
1.95 points
Attempts to write an introduction but has little to no context to the paper; the thesis is missing main points or no thesis statement provided. (1.8 - 2.0)
0 points
No attempt to write an introduction. (0)
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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/ 3
3 points
Identifies from which perspective the paper will be written: business owner or chief marketing officer.
2.55 points
2.25 points
1.95 points
0 points
Fails to identify from which perspective the paper will be written: business owner or chief marketing officer.
Criteria 2 Equivalent to an A
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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Equivalent to a B Equivalent to a C Equivalent to a D Equivalent to an F Criterion Score
(Select and discuss one good example of a product, brand or industry and its typical consumer. The product selection can be of your choice, but the information presented about it is from a reliable source and properly cited and referenced.) (6%)
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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/ 6
Define the consumer purchase decision by one or more of the five “conceptions”. (12%)
6 points
Selects and thoroughly discusses one good example of a product, brand or industry and its typical consumer. Product selection is from a reliable source and properly cited and referenced. (5.4 - 6)
5.1 points
Selects and discusses one good example of a product, brand or industry and its typical consumer. Product selection is from a reliable source and properly cited and referenced but some development is needed. (4.8 - 5.3)
4.5 points
Selects and discusses one good example of a product, brand or industry and its typical consumer. Product selection is from a reliable source and properly cited and referenced but significant development is needed. ( 4.2 - 4.7)
3.9 points
Selects a product, brand or industry but does not discuss, OR identify its typical consumer OR source is not cited and referenced. ( 3.6 - 4.1)
0 points
Does not select a product, brand or industry and its typical consumer. (0)
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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12 points
Correctly defines the consumer purchase decision by three or more “conceptions” using course materials to support the reasoning. (10.8 - 12)
10.2 points
Correctly defines the consumer purchase decision by two “conceptions” using course materials to support the reasoning.
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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/ 12
Explain how the product is suited for marketing to one or more of the 5 conceptions and why not to the others. (12%)
(9.6 - 10.7)
9 points
Correctly defines the consumer purchase decision by one “conceptions” using course materials to support the reasoning. (8.4 - 9.5)
7.8 points
Attempts to define the consumer purchase decision by one or more“conceptions” ; BUT the discussion provides little use of the course materials to support reasoning and conclusions. (7.2 - 8.3)
0 points
Fails to correctly defines the consumer purchase decision by one “conceptions” . (0 - 7.1)
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
https://learn.umgc.edu/d2l/lms/dropbox/user/folder_submit_files.d2l?db=1049235&grpid=0&isprv=&bp=0&ou=566199 12/27
12 points
Correctly explains how the product is suited for marketing to three or more conceptions and explains why not to the others using course materials to support the reasoning. (10.8 - 12)
10.2 points
Correctly explains how the product is suited for marketing to two conception and explains why not to the others using course materials to support the reasoning. (9.6 - 10.7)
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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/ 12
Explain what ethical principles would apply to the marketing of the selected company’s or industry’s products? Include an alignment of the principles selected in relation to caveat emptor. (12%)
9 points
Correctly explains how the product is suited for marketing to one conception and explains why not to the others using course materials to support the reasoning. (8.4 - 9.5)
7.8 points
Attempts to explain how the product is suited for marketing to one or more“conceptions” BUT the discussion fails to provide correct explanation or does not discuss why not to others or provides little use of the course materials to support reasoning and conclusions. (7.2 - 8.3)
0 points
Fails to explain how the product is suited for marketing to one or more of the 5 conceptions. (0 - 7.1)
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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12 points
Thoroughly and correctly explains what ethical principles would apply to the marketing of the selected company’s or industry’s products and Includes an alignment of the principles selected in relation to caveat emptor using course materials o support reasoning. (10.8 - 12)
10.2 points
Explain what ethical principles would apply to the marketing of the selected company’s or industry’s products and Includes an alignment of the principles selected in relation to caveat emptor using course materials to support the reasoning; some development needed. 9.6 - 10.7)
9 points
Explains what ethical principles would apply to the marketing of the selected company’s or industry’s products and Includes an alignment of the principles selected in relation to caveat emptor using course materials to support the reasoning; significant development needed. (8.4 - 9.5)
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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/ 12
Explain the responsibilities of the marketer in relation to ethics concepts you have studied, including HOW its application would impact the marketer’s message and programs. (12%)
7.8 points
Attempts to explain what ethical principles would apply to the marketing of the selected company’s or industry’s but may not include alignment of principles related to caveat emptor OR uses little to no course materials; incorrect responses; needs major development. (7.2 - 8.3)
0 points
Fails to explain what ethical principles would apply to the marketing of the selected company’s or industry’s products and alignment of the principles selected in relation to caveat (0 - 7.1)
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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12 points
Thoroughly and correctly explains the responsibilities of the marketer in relation to ethics concepts studied, including HOW its application would impact the marketer’s message and programs. using the course materials to support reasoning. (10.8 - 12)
10.2 points
Correctly explains the responsibilities of the marketer in relation to ethics concepts studied, including HOW its application would impact the marketer’s message and programs. using the course materials to support the reasoning; needs some development. (9.6 - 10.7)
9 points
Explains the responsibilities of the marketer in relation to ethics concepts studied, including HOW its application would impact the marketer’s message and programs. using course materials to support reasoning; needs significant development. (8.4 - 9.5)
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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/ 12
Explain what specifically would be prescribed for the company’s social media and data privacy policies related to the advertising of its product(s). (12%)
7.8 points
Attempts to explain the responsibilities of the marketer in relation to ethics concepts studied, including HOW its application would impact the marketer’s message and programs using little course materials to support reasoning; needs major development. (7.2 - 8.3)
0 points
Fails to explain the responsibilities of the marketer in relation to ethics concepts studied, including HOW its application would impact the marketer’s message and programs. (0 - 7.1)
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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12 points
Thoroughly and correctly explains what specifically would you prescribe for the company’s social media and data privacy policies related to the advertising of its product(s) using the course materials to support reasoning. (10.8 - 12)
10.2 points
Correctly explains explains what specifically would you prescribe for the company’s social media and data privacy policies related to the advertising of its product(s) using the course materials to support the reasoning; needs some development. (9.6 - 10.7)
9 points
Explains what specifically would you prescribe for the company’s social media and data privacy policies related to the advertising of its product(s) using course materials to support reasoning; needs significant development. (8.4 - 9.5)
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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/ 12
Conclusion (3%)
7.8 points
Attempts to explain what specifically would you prescribe for the company’s social media and data privacy policies related to the advertising of its product(s) using little course materials to support reasoning; needs major development. (7.2 - 8.3)
0 points
Fails to explain what specifically would you prescribe for the company’s social media and data privacy policies related to the advertising of its product(s). (0 - 7.1)
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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3 points
n a clear and concise manner, comprehensively concludes the paper by restating/ summarizing the main topics covered in the paper and reflect on the importance of the arguments made. (2.7 - 3)
2.55 points
In a clear manner concludes the paper by restating/ summarizing the main points; some development is needed. (2.4 - 2.6)
2.25 points
Concludes the paper by somewhat restating/ summarizing the argument. Attempts to bring in some explanation or general idea of the main points of the paper but needs significant development. (2.1 - 2.3)
1.95 points
Presents a conclusion but may be irrelevant to the main topics of the paper OR does not discuss the main topics of the paper; needs major development. (1.8 - 2)
0 points
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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/ 3
Fails to present restatement/ summarization of argument. (0 - 1.7)
Criteria 3 Equivalent to an A Equivalent to a B Equivalent to a C Equivalent to a D Equivalent to an F Criterion Score
Attention to Instructions (10%)
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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10 points
The paper contains all major assignment tasks. The paper also includes completion of all required elements (Word or rtf file, third person writing, paraphrasing, no more than four consecutive words from source, no contractions, page/paragraph numbers/Chapter Titles). (9 - 10)
8.5 points
The paper contains all major assignment tasks. The paper missed one minor element (Word or rtf file, third person writing, paraphrasing, no more than four consecutive words from source, no contractions, page/paragraph/numbers/Chapter Titles). (8 - 8.9)
7.5 points
One major assignment tasks or two minor elements of the assignment missed. (7 - 7.9)
6.5 points
Two major assignment tasks missed or 3 minor aspects of the assignments. (6 - 6.9)
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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/ 10
0 points
Three or more major assignment tasks missed OR four or more minor elements missed. (0 - 5.9)
Criteria 4 Equivalent to an A Equivalent to a B Equivalent to a C Equivalent to a D Equivalent to an F Criterion Score
Writing Mechanics (10%)
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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10 points
Strictly adheres to standard usage rules of written English using paragraphs and sentence rather than bullets, including but not limited to capitalization, punctuation, run-on sentences, missing or extra words, stylistic errors, spelling and grammatical errors. No jargon used. Few writing errors noted. (9 - 10)
8.5 points
Excellently adheres to standard usage of mechanics: conventions of written English, including capitalization, punctuation, and spelling. One - three errors noted. (8 - 8.9)
7.5 points
Satisfactorily adheres to standard usage rules of mechanics: conventions of English, including capitalization, punctuation, and spelling. Four to seven errors noted. (7 - 7.9)
6.5 points
Minimally adheres to standard usage rules of mechanics: conventions of written English, including capitalization, punctuation, and spelling. More than 7 errors found. (6 - 6.9)
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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/ 10
0 points
Does not adhere to standard usage rules of mechanics: conventions of written English largely incomprehensible, or errors are too plentiful to count. (0 - 5.9)
Criteria 5 Equivalent to an A Equivalent to a B Equivalent to a C Equivalent to a D Equivalent to an F Criterion Score
Adherence to APA (5%)
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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5 points
Excellent use of APA style; few usage errors; Proper citation of source material is used throughout paper; Reference titles follow APA with only the first word, the first word after a colon and proper nouns capitalized. (4.5 - 5)
4.25 points
Uses in-text citations and reference list but 1 - 2 APA style errors noted or fails to use APA citations when appropriate 1-2 times. (4 - 4.4)
3.75 points
Uses in-text citations and reference lists; but 3 - 4 APA style errors noted or fails to use APA citations when appropriate 3 - 4 times. (3.5 - 3.9)
3.25 points
Attempts in-text citations and reference lists; but 5 - 6 times style errors noted or fails to use APA citations when appropriate 5-6 times. Seldom uses APA. (3 - 3.4)
0 points
No attempt at APA style; or attempts either in-text citations or reference list but omits the other. (0 – 2.99)
3/23/2021 Project 2: Consumers and Marketing - BMGT 496 7383 Business Ethics (2212) - UMGC Learning Management System
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Total / 100
Overall Score
Submit Assignment
/ 5
Equivalent to an A 90 points minimum
Equivalent to a B 80 points minimum
Equivalent to a C 70 points minimum
Equivalent to a D 60 points minimum