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BCO225 CONSUMER BEHAVIOR FINAL ASSESSMENT Task brief & rubrics

Task

· Individual Written Assignment: Consumer behavior strategic recommendations assignment

· You are required to develop a Consumer Behaviour Report for the Managing Director of one of the following brands (different to the one has been worked in the Midterm Assignment):

· MANGO

· ZARA

· APPLE

· SAMSUNG

· LACOSTE

· LEVIS

· HACKETT

· SEBAGO

· RALPH LAUREN

· TOUS

· Your report will cover the following:

1. Situation Analysis of the Company & Product

2. Selected Target Market Profile

3. Description of Target Market Decision Making Process

4. Personal & Social Influences on Buying Behaviour

5. Psychological Influences on Buying Behaviour

6. Marketing Strategy Recommendations

Formalities:

· Wordcount: 1.500-2000 words

· Cover, Table of Contents, References and Appendix are excluded from the total word count.

· Font: Arial 11 pts.

· Text alignment: Justified.

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

· Format: PDF file

Submission: Week 13 by the 9th of May 2021, 23:59 CEST – Via Moodle (Turnitin)

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

It assesses the following learning outcomes:

· Outcome 1: understand the processes that guide consumer perceptions, attitudes, learning & memory and choices and behavior

· Outcome 2: evaluate the different perspectives that characterize the study of consumer behavior

· Outcome 3: apply theories and models of consumer behavior to the formulation of effective marketing strategy, sales and retail strategies, for marketing or consumer management

· Outcome 4: 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 & Understanding (20%)	Student demonstrates excellent understanding of key concepts and uses terminology in an entirely appropriate manner.	Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant terminology.	Student understands the task and provides minimum theory and/or some use of terminology.	Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant terminology.
Application (30%)	Student applies fully relevant knowledge from the topics delivered in the course.	Student applies mostly relevant knowledge from the topics delivered in thecourse.	Student applies some relevant knowledge from the topics delivered in the course. Misunderstanding may be evident.	Student applies little relevant knowledge from the topics delivered in the course. Misunderstandings are evident.
Critical Thinking (30%)	Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors.	Student critically assesses in good ways, drawing conclusions from relevant authors and references.	Student provides some insights but stays on the surface of the topic. References may not be relevant.	Student makes little or none critical thinking insights, does not quote appropriate authors, and does not provide valid sources.
Communication (20%)	Student communicates ideas extremely clearly and concisely, respecting word count, grammar and spellcheck. Very well organized and easy to read.	Student communicates ideas clearly and concisely, respecting word count, grammar and spellcheck. Well organized and easy to read.	Student communicates ideas with some clarity and concision. It may be slightly over or under the word count limit. Some misspelling errors may be evident. Acceptablel organizion of ideas and mostly easy to read.	Student communicates ideas in a somewhat unclear and unconcise way. Does not reach or does exceed word count excessively and misspelling errors are evident. Organizion of ideas need improvement; not always easy to read.