Consumer Behaviour and Marketing Psychology

Assessment Information

COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any

further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School

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Assessment Information 3

Subject Code: MBA404

Subject Name: Consumer Behaviour and Marketing Psychology

Assessment Title: Length:

Individual Report 2000 words (+/- 10% allowable range)

Weighting: 40%

Total Marks: Submission:

100 Online via Turnitin

Due Date: Week 13

.

Your task

Individually, you required to write a 2000-word report based on the scenario provided in the assessment instructions.

Assessment Description.

This assessment is a culmination piece, in which you will be given an opportunity to combine the information you have accumulated in Assessments 1 and 2. More importantly, you will need to showcase an understanding of marketing issues related to consumer behaviours such as attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making processes.

Assessment Instructions

Your task is to imagine that you have just been employed by the company of your chosen product or service that you analysed in your earlier assessments and that the marketing department of this company has asked you to prepare a 2000- word report in which you must:

1. Write a concise executive summary that covers all of the significant findings of your report (not included in the word limit of this submission)

2. Provide a concise overview of the product or service and its market performance (300 words). 3. Critically examine the company’s current marketing communication mix by considering how it targets

consumers’ attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making processes. Please note that not all of these topics may apply to your chosen product or service (600 words).

4. Critically analyse whether or not the communication mix demonstrates a strong alignment to your findings in assessment 1 and 2 (600 words).

5. Provide at least three strategic recommendations that either address previously identified misalignment OR proposed ways in which identified alignment can be strengthened. Please incorporate recent peer- reviewed literature to justify your proposed recommendations (500 words). Recommendations should not include manufacturing or operational improvements.

6. Include Appendices (optional and not included in the word count) and Reference List (mandatory not included in the word count).

In addition to your video and survey results, you are required to use at least 15 sources of information and use Kaplan Harvard Referencing Style. Wikipedia and other ‘popular’ sites are not to be used. These may include government publications, industry reports, and journal articles.

Assessment Information

COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any

further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School

Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.

Assignment Submission This file must be submitted as a ‘Word’ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin will notify you if there is an issue with the submitted file. In this case, you must contact your lecturer via email and provide a brief description of the issue and a screenshot of the Turnitin error message.

You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties.

Late assignment submission penalties Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School “late

assignment submission penalties” policy.

Number of days

Penalty

1* - 9 days 5% per day for each calendar day late deducted from the total marks available

10 - 14 days 50% deducted from the total marks available.

After 14 days Assignments that are submitted more than 14 calendar days after the due date will not be accepted, and the student will receive a mark of zero for the assignment(s).

Note Notwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students

*Assignments submitted at any stage within the first 24 hours after the deadline will be considered to be one day late and therefore subject to the associated penalty

For more information, please read the full policy via https://www.kbs.edu.au/wp- content/uploads/2016/07/KBS_FORM_Assessment-Policy_MAR2018_FA.pdf.

Assessment Information

COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any

further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School

Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.

Important Study Information Academic Integrity Policy KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.

For details on academic integrity policies and penalties, the reassessment process, and the appeals process, please refer to http://www.kbs.edu.au/current-students/student-policies/.

Word Limits for Written Assessments

Submissions that exceed the word count by more than 10% will cease to be marked from the point at which that limit is exceeded.

Study Assistance

Students may seek study assistance from their local Academic Success Centre representative or refer to the study help on the MyKBS Academic Success Centre page. You can find this by clicking on the top page toolbar:

My Services>Academic Success Centre>Study Support Resources

COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further

reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86

098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.

MBA404 Assessment Marking Rubric – Individual Report 40%

Marking

Criteria

NN (Fail)

0 – 49%

P (Pass)

50 – 64%

CR (Credit)

65 – 74%

DN (Distinction)

75 – 84%

HD (High Distinction)

85 – 100% Executive Summary

__/10 marks

o You wrote a summary that is unclear and/or vague. It does not cover the significant findings of your report.

o You wrote a clear executive summary that covers some of the significant findings of your report.

o You wrote a clear executive summary that covers most of the significant findings of your report.

o You wrote a clear executive summary that covers all of the significant findings of your report.

o You wrote a concise executive summary that covers all of the significant findings of your report.

Critical

Analysis

__/30 marks

o You provide an overview of the chosen product or service that is not clear and/or relevant to the assessment task.

o Your analysis of the marketing communication mix lacks depth and/or is not relevant to the assessment task.

o Your analysis of alignment/misalignment of assessment 1 and 2 findings lacks depth, and/or your interpretation is not relevant.

o You provide a somewhat clear overview of the chosen product or service.

o You analyse some of the marketing communication mix.

o You analyse somewhat relevant alignment/misalignment of assessment 1 and 2, although further depth and interpretation are needed.

o You provide a mostly clear overview of the chosen product or service.

o You analyse most of the marketing communication mix.

o You analyse mostly relevant alignment/misalignment of assessment 1 and 2, although further interpretation is needed.

o You provide a clear overview of the chosen product or service.

o You analyse all of the marketing communication mix.

o You analyse alignment/misalignment of assessment 1 and 2, although further interpretation is needed.

o You provide a concise overview of the chosen product or service.

o You critically analyse all of the marketing communication mix.

o You critically analyse alignment/misalignment of assessment 1 and 2, and your interpretation is well structured.

Theory

Application

__/10 marks

o You have demonstrated little or no theoretical application relevant attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making processes

o You have demonstrated basic theoretical application relevant to attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making processes

o You have demonstrated sufficient theoretical application relevant to attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making processes

o You have thoroughly applied relevant attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making processes

o You have expertly applied and integrated all of the theories relevant to attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making processes.

Strategic Recommendations

__/20 marks

o You have not provided three strategic recommendations, or the quality of your recommendations is poor and/or incoherent.

o You have drawn some useful recommendations, although a more comprehensive analysis of the scenario would have been helpful.

o You have drawn mostly useful recommendations.

o You have drawn varied, well- researched and compelling

recommendations.

o You have drawn dynamic, comprehensive and convincing recommendations.

Use of sources/supportive evidence

__/10 marks

o Your research lacks focus because of an unsuitable choice of sources.

o You demonstrate somewhat focused research, although a better selection and range of sources would improve the quality of your analysis.

o You demonstrate mostly focused research, although the use of a wider range of sources would enhance the quality of your analysis.

o You demonstrate focused research, complemented by a wide range of sources.

o You demonstrate extensive and focused research, complemented by a wide range of sources.

COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further

reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86

098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.

Report

Format

__/20 marks

Total marks

__/100

o Spelling and/or grammar is consistently incorrect, impacting on the flow and readability of your analysis.

o The format chosen for your analysis lacks thought and consideration for the intended audience.

o In-text referencing and/or reference list is mostly incorrect or non-existent.

o Even though grammar and spelling are an issue, they do not detract very much from the readability of your analysis.

o The format chosen for your analysis is appropriate, but major improvements would enhance its presentation.

o In-text referencing and the resultant reference list adheres to Kaplan Harvard Referencing Style, with major errors.

o Mostly correct grammar and spelling are very good but with occasional errors.

o The format chosen for your analysis is appropriate, but some improvements would enhance its presentation.

o In-text referencing and the resultant reference list adheres to Kaplan Harvard Referencing Style, with minor errors throughout and the occasional major error.

o Errors in grammar and spelling are rare.

o Your analysis is professionally presented and has been submitted in the appropriate format.

o In-text referencing and the resultant reference list adheres to Kaplan Harvard Referencing Style, with only the occasional minor error.

o Correct grammar and spelling throughout the analysis with no obvious errors.

o Your analysis is professionally presented and exceeds expectations in what is suitable for a high-grade commercial environment.

o In-text referencing and the resultant reference list adheres to Kaplan Harvard Referencing Style, with no errors.

Feedback and grades will be released via Turnitin