consumer behavior

BCO225 CONSUMER BEHAVIOUR Task brief & rubrics

Task: Mid-term Timed Assignment

• Individual assignment. • The student must answer the following questions and relate them to the company that they have been assigned:

1. Identify and develop the main characteristics of your company’s target (using the Segmentation variables) and Create the Buyer Persona. 2. What does your company’s Customer Service consists of, and what would you do to improve and enhance it. 3. Explain the concepts of Learning and Memory (Psychological processes) and explain the role these factors play in your target’s costumer journey.

For this, you may select a specific product or service of your company. • All the questions should be critically addressed with reference to the knowledge learnt in class plus with your own research of the topics aforementioned.

Submission: Week 7 – Sunday 14th March 2021, at 23:59 CEST (via Turn-it-in).

Weight: This task is a 40% of your total grade for this subject.

Formalities:

• Wordcount: Approximately 1-page answer per question. • Cover, Table of Contents, References and Appendix are excluded of the total wordcount. • Font: Arial 12,5 pts. • Text alignment: Justified. • The in-text References and the Bibliography have to be in Harvard’s citation style.

It assesses the following learning outcomes:

• Understand the processes that guide consumer perceptions, attitudes, learning & memory and choices and behavior. • Evaluate the different perspectives that characterize the study of consumer behavior.

Rubrics

Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69

Knowledge & Understanding

(15%)

Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.

Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.

Student understands the task and provides minimum theory and/or some use of vocabulary.

Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.

Application (35%)

Student applies fully relevant knowledge from the topics delivered in class, excellently adapting the knowledge to the company explored.

Student applies mostly relevant knowledge from the topics delivered in class, adapting the knowledge to the company explored.

Student applies some relevant knowledge from the topics delivered in class. Misunderstandings may be evident.

Student applies little relevant knowledge from the topics delivered in class. Misunderstandings are evident.

Analysis (35%)

Student uses the knowledge learnt in class to analyse the company assigned in an excellent manner, greatly developing their insights.

Student uses the knowledge learnt in class to analyse the company assigned in a good manner, drawing interesting insights.

Student uses the knowledge learnt in class to do a fair analysis of the company assigned, albeit omitting some important parts.

Student makes an insufficient attempt at analysing the company provided. Insights drawn are very limited or inexistent.

Communication (15%)

Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck.

Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck.

Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.

Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.