CUSTOMER BEHAVIOR TASK

BCO2252FINALConsumerbehaviorTaskBrief2022.docx

Home >Business & Finance homework help >Marketing homework help >CUSTOMER BEHAVIOR TASK

BCO225 CONSUMER BEHAVIOR Task brief & rubrics

Final Task – Consumer behavior strategic recommendations

Please beware that the quantity and quality of references are of the utmost relevance towards the credibility of your work, make sure you include in-text citations alongside an appropriate list of references.

You must submit an individual report in which, after careful consideration and reviewing the specific topic, you provide strategic recommendations to the company selected in the midterm, based on consumer behavior theories and analysis. The expected sections and table of contents of this report are:

· Introduction: Purpose of the project and key consumer behavior insights (no more than 300 words)

· Current trends and consumer behavior ethics: What are trends related to consumer behavior within the industry as of 2022? What are some ethical debates that concern customers today?

· Psychology of consumers: Address and explain the psychological factors that affect the behavior of the target audience (motivation, perception, attitudes).

· Customer’s journey: Acknowledge and apply the (1) consumer decision-making process regarding this brand, and (2) the customer journey map (applied to this company to). The latter should be developed as seen in class, using the visual representation of the framework. Make sure to identify strong and weak points within the consumers’ journey.

· Strategic recommendations: Considering the report that you have developed, and the information analyzed, recommend two strategies for the company to implement concerning consumer behavior. Make sure that they are specific, the company should know exactly what to do and how to do it; avoid using general statements or simply pointing out to strategies. Rather, fully develop them including all pertinent details and explaining why the company should do these two actions.

Formalities:

· Wordcount: minimum of 2000 and maximum of 2500 words.

· Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

· Font: Arial 11, 1.5 line spacing.

· The in-text References and the Bibliography must be in Harvard’s citation style.

Submission:

Weight: This task is 60% of your total grade for this subject.

It assesses the following learning outcomes:

• apply theories and models of consumer behavior to the formulation of effective marketing strategy, sales and retail strategies, for marketing or consumer management.

• recognize new trends early in the field of analytics and consumer experience.

Rubrics

	Exceptional 90-100	Good 80-89	Fair 70-79	Marginal fail 60-69
Knowledge: Current trends and psychology of customers (20%)	Current trends are very accurately discussed, and the ethical debate is approached in a very skillful manner. The psychological factors are very well assessed and include all needed details.	Current trends are accurately discussed, and the ethical debate is approached in an adequate manner. The psychological factors are well assessed and include all necessary details.	Current trends are discussed, and the ethical debate is approached in an adequate manner, but further development would be best. The psychological factors are assessed but could include more details.	Current trends are not accurately discussed, and the ethical debate needs to be approached in a more adequate manner. The psychological factors need important revisions.
Application: Customer decision-making process and journey (30%)	The customer decision-making process is explained in thorough detail and applied very properly to the company. The customer journey is very well developed.	The customer decision-making process is explained adequately and applied properly to the company. The customer journey is overall well developed.	The customer decision-making process is fairly applied but could use some development. The customer journey is overall well developed.	The customer decision-making process needs thorough revision as key information is missing. The customer journey needs to be reviewed and key points need to be emphasized.
Critical Thinking: recommendations (30%)	The work perfectly reflects on previous analysis and good references for developing the strategic recommendations, which are fully developed.	The report reasonably argues the included strategic recommendations, and both are developed to a good extent.	The report somewhat reflects on previous analysis and briefly develops key recommendations, which should be further discussed.	The report fails to reflect on previous analysis to make the recommendations and/or both strategies are rather outlined than properly discussed.
Communication (20%)	Student communicates their ideas extremely clearly and in-text citations are adequately included in throughout the document and in the list of references.	Student communicates their ideas clearly and pertinent in-text citations are included. The quality of references is overall good.	Student communicates their ideas with some clarity and references are included to a satisfactory extent, although they need to be reviewed.	Student communicates their ideas in a somewhat unclear and unconcise way. References are not adequately included.