CUSTOMER BEHAVIOR

BCO225 - CUSTOMER BEHAVIOR MIDTERM Task brief & rubrics

Task: Written summative assignment

Customer Behavior Strategy

This assessment is a written submission exam and will be released in week 4 of the course.

Use examples to illustrate your point. Include links and images

1. Explain Maslow hierarchy of needs.

o Use an example to explain the marketing strategy used to connect with the consumer at each level.

2. What is the difference between attitude and behavior?

o Can we change them along our lives? Explain one Marketing Campaign that manages to provoke a change.

3. Explain the different Consumer profiles along the Product Life Cycle

o Do you think people always fit in the same consumer profile no matter the situation (type of product/service they are

considering)

4. Explain how a marketing campaign can provoke a real effect on consumer’s behavior?

5. Explain the purpose of segmentation. How do we use it in a marketing campaign?

The report should be in word document format and must be uploaded to a Turnitin folder created on the course Moodle platform.

Formalities:

o Word: Word count: 2000 words.

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

o Font: Arial, size 12,5

o Text alignment: Justified

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

Submission: Week (6) – Via Moodle (Turnitin). Submission deadline Sunday 6th of March 2022 at 23:59 CEST

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

It assesses the following learning outcomes:

Outcome 1: Understanding Customer behavior and Consumer Needs

Outcome 2: Understanding Customer relationship

Outcome 3: Understanding Customer research

Outcome 4: Understanding Customer journey

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 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 (30%) Student applies fully relevant knowledge from the topics delivered in class. Customer needs, Maslow, behavior and attitude, Customer journey, loyalty program, retention, customer experience, CRM

Student applies mostly relevant knowledge from the topics delivered in class. Customer needs, Maslow, behavior and attitude, Customer journey, loyalty program, retention, customer experience, CRM

Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident. Customer needs, Maslow, behavior and attitude, Customer journey, loyalty program, retention, customer experience, CRM

Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident. Customer needs, Maslow, behavior and attitude, Customer journey, loyalty program, retention, customer experience, CRM

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 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.