MKT2CBE Semester One 2017 Assignment Marking Guide Assessment Criterion Structure (Headings) Weight Key Assessment Aspects Related Question? Chapter Reference (CB5/6) - examples Additional Resources Marking Rate Easy(1) – Hard (5) This is a reference ONLY Introduction - Abstract (separate page – 200 words) (Heading) - Introduction (Heading) 5% • Have the students sufficiently introduced the topic? • Have they identified the main issues which will be discussed in this report? (a) None N/A 1 Ad selection and justification - Advertisment Selection (Heading) - Product Type (Sub-Heading) - General Appeals Utilized (Sub-Heading) 5% • Have the students selected an appropriate ad? • How relevant is the ad to studying consumer behaviour? • Have the student offered any justification as to why they believe this ad is worth analyzing? (a) • 258-260pp, 319pp • 274-275pp • Ch.1 • Ch.7 Provided in Tutorial 3.5 Ad background - Advertisment Background (Heading) - The Industry (Sub-Heading) - The Company (Sub-Heading) - Advertisment Objectives (Sub-Heading) 15% • Have the students investigated the nature of the industry which produced the ad? • Have they identified the major players in the industry? • Have they identified the objectives of the ad and the campaign which it was a part of? • Have the looked at the history of the company which produced the ad? (a) & (b) None Provided in Tutorial 3 Analysis of segmentation variables - Analysis of Segmentation (Heading) - [ADD] potential sub-headings for this section… 15% • Have the students identified the relevant segmentation variables at play in the ad? • Have the students offered justifications and evidence to support their identification of the relevant variables at play? (b) • Ch.6 • 33-35pp • 114pp • 118-119pp Provided in Tutorial 2.5 Analysis of appeals used (In-depth) - Consumer Behaviour Analysis (Heading) - [ADD] potential sub-headings for the ‘types’ of tools applied / application of theories / concepts. 15% • Have the students identified the hedonic and/or utilitarian nature of the appeal used in the ad? • Have the students identified the cognitive/affective nature of the appeal used in the ad? • Have the students offered justifiactions for the identification and inclusion of these appeals? • Have the students explained how these appeals target the segmentation variables identified in the previous section? • Have students applied other Consumer Behaviour concepts / theories? (e.g. product positioning (eg differentiation), emotional appeals, decision-making prompts, cultural appeals, consumer motivations, decision-making processes) • Have students provided justifications throughout? (b) • Ch.2 • Ch.5 • 364pp (consumer) • 368pp (product) • 365pp (decision) • 239-253pp • 239-253pp • Refer to Index & Weekly Slides Provided in Tutorial 4 Identification and discussion of advertisement limitations - Limitations of Advertisement (Heading) - Ethical Issues Present (Heading) - [ADD] potential sub-headings where necessary to justify / explain why these are issues… 15% • Have the students identified any limitations of the ad? • Have the students expressed any ethical concerns relevant to the ad? • Have the students offered any evidence to justify the identification of these limitaitons? (c) Note: the application of theories / principles here are dependent on your advertisinment and previous discussions. Provided in Tutorial 3 Discussion of improvements to the ad - Advertisment Improvements (Heading) - [ADD] potential sub-headings where necessary to justify / explain. Apply relevant consumer behaviour theory / concepts (refer to your ‘consumer behaviour analysis’ section prior). 15% • Have the students offered sound advice as to how the ad can be improved? • Have the students referenced any evidence identified in the previous sections to justify these recommendations? • Have students applied relevant consumer behaviour theory / concepts where possible? (d) Note: the application of theories / principles here are dependent on your advertisinment and previous discussions. Provided in Tutorial 3 Conclusions - Conclusion (Heading) 5% • Have the students tied together their various threads in this assignment and presented a cogent analysis of this ad? “Round up of everything...” None N/A 2 Referencing - References (Heading) 5% • Have the students adhered to the university Harvard/APA referencing standards? • Have the students drawn upon a wide variety of sources in writing this report? • Have students included a minimum of at leqast TWO academic papers in their reference list? • Have the students included a reference list at the end of the assignment? HARVARD Style referencing.... Can find a guide on the latrobe website! None N/A 2 Presentation, Abstracts, Contents, Spelling, Grammar and Expression 5% • Is the report free of spelling, expression and grammar errors? • Have the students used the appropriate marketing and industry jargon? ENGLISH! None N/A N/A Final Mark 100% ALSO: Dont forget Question (E)!!!!! – this will not be included towards the final word count. CHAPTER REFERENCES: These are but a few locations you can find within your text book to assist you in the write up and application of content – please refer to the end of book INDEX to further expand particular areas. Assessment Task (Group Task) Major report 2000 – 2500 word report – group work, teams of five. Form a team of five (must only be with a student from your tutorial – no exceptions). Select a current video advertisement for a good or service which is of interest or relevance to you both from YouTube. To effectively demonstrate the application of consumer behaviour principles a suitable advertisement must be selected. The YouTube link must be presented with your report. Assignments must be lodged electronically via the subject LMS and plagiarism checked by each student using Turnitin before final submission. The advertisement you use as the basis of the assignment may be lodged as an attached file if necessary. The advertisement must be in English. NO EXCEPTIONS. Assignments which analyse an ad which is not in English will receive a zero mark. Notes: A report format is required for this assignment – not an essay. Reports consist of headings and discrete sections whereas essays consist of continuous prose. The required report format will be given to students. Assignments submitted in essay format will receive a zero mark. Tasks: (a) Identify the advertisement, the product, product class and the general type of advertising appeal used. (b) Analyse in a detailed and structured way (in a logical report format) the consumer behaviour issues involved, their relevance and why they are important. These consumer behaviour issues may include: product positioning relevant to competitors (eg differentiation), emotional appeals, decision-making prompts, cultural appeals, consumer motivations, decision-making processes and any other issues relevant to the product. Marks will be awarded on the basis of the relevance and thoroughness of the consumer behaviour analysis. (c) Identify any ethical and consumer behaviour issues you feel are not currently being adequately addressed (or are ineffectively addressed) by the current campaign. (d) Identify and discuss how your consumer behaviour insights could be used to improve the marketing of the good or service or explain why no changes are required. (e) An additional element of this assignment is a brief critique of the teamwork dynamics experienced while completing this assignment – Refer to the Marking Sheet). Additional Notes: It is expected that you explore the topic, consult resources beyond lecture notes and the course text, and explain the limitations to your approach. For an academic work, you are required to primarily use models and theories, found in the textbooks, journal articles, and found through your own research to support your argument/analysis – this should be supported by explanation to show your understanding and application of the concepts. At least four relevant non-textbook references are required to satisfy the research component. Don't forget to reference all information sources (marks will be lost otherwise)! Please also refer to the style guidelines provided below. The assignment must be in a Microsoft Word document and fully referenced using the Harvard referencing style. The topic area will require reading and research outside the text and references earlier listed. As a guide, word length expected is about 2,000 -2,500 words, plus appendices (which must be submitted in the one electronic document) if applicable. LEARNING RESOURCES Reading Type Title Author and Year Publisher Book (Recommended) CB5, 5th Edition (6th and 7th as well) Barry J. Babin and Eric Harris Cengage Learning ISBN-13: 9781133629689 Book Consumer behaviour Craig-Lees, M., Joy, S., Browne, B. 1995 Jacaranda Wiley Ltd. Book Evans, M.J., Moutinho, L., Raaij, W.F.V., Applied Consumer Behaviour, 1st edition, 1996 Addison-Wesley, England. Book Foxall, G., R., and Goldsmith, R., E., Consumer Psychology for Marketing 1994 London: Routledge Book Mowen, J., C., Consumer Behaviour, second edition 2000 New York: Maxwell Macmillan International Edition. Book Neal, Cathy, Pascale Quester and Del Hawkins Consumer Behaviour: Implications for Marketing Strategy, second edition 2003 The McGraw-Hill Company, Australia Book Peter, J., P., Olson, J., Consumer Behaviour and Marketing Strategy New York : Richard Irwin, Mcgraw Hill & Co. Book Widing, S., Sheth, Jagdish, Banwari Mittal and Bruce Newman Customer Behaviour: Consumer Behaviour and Beyond, 2004 New York: The Dryden Press, Harcourt Brace Publishers Book Shiffman Bednall and Watson Kanuk Consumer Behaviour, 2002 Sydney: Prentice Hall Australia Pty. Ltd. .