Assessment Information Subject Code: MBA404 Subject Name: Consumer Behaviour and Marketing Psychology Assessment Title: Length: Individual Video Project 7 minutes (no more) Weighting: 20% Total Marks: Submission: 100 URL YouTube link to be shared with your lecturer Due Date: Week 6 (Monday, 23:55PM AEST) Assessment Description Overview: In this individual assignment, you will be given an opportunity to explore contemporary marketing issues related to consumer behaviour. You are required to create a 7 minute private YouTube video in which you must discuss and critically analyse one of the following options: Option1: Your recent purchase of a product or a service based on the 5-step Consumer Decision Making Process. Option 2: Your friend or a family member’s recent purchase of a product or a service based on the 5-step Consumer Decision Making Process. Your task is to record a narration of each of the steps of the Consumer Decision Making Process on video and provide the viewer with an in-depth critical analysis of how you, your friend, or family member have moved through each of the steps. In your analysis you will need to explain and demonstrate the steps along with your identification of any possible issues that occurred during this process. The findings presented in the video must be based on primary research and can be reinforced by analysis of relevant secondary data. Readings from Weeks 1-5 must also support your observations. Your recording must incorporate theories and concepts related to consumer behaviour discussed in the topics from Weeks 1 to 5. More specifically: 1. Identify and analyse the need or want that led to the purchase of the product or service. 2. Conduct an internal and external information search. 3. Evaluate alternatives and narrow down the attributes of the product or service that satisfy the need or want. 4. Analyse available purchase methods. 5. Analyse post-purchase behaviour and satisfaction. For those students who have limited experience in video making techniques, it is recommended to view the following online tutorials or visit our Academic Success Centre for further guidance and support. How to Film + Edit on your Smartphone: Tech Talk https://www.youtube.com/watch?v=vpZvc8vtHvo How to upload and share a private video on YouTube https://www.youtube.com/watch?v=IYKLBER-zqM COMMONWEALTH OF AUSTRALIACopyright 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. Assessment Information Assignment Submission Students must share their YouTube link with their lecturer on Moodle by Week 6 (Monday, 23:55PM AEST) Students are encouraged to submit their work well in advance of the deadline to avoid any possible technical difficulties. Late Assignment Submission Penalties Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School’s 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 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 http://www.kbs.edu.au/wp- content/uploads/2016/07/KBS-Assessment-Policy-v4.4_incl-SC-form-and-Med-Cert-1.pdf MBA404 Assessment Marking Rubric – Individual Video Project Criteria NN (Fail) 0%-49% P (Pass) 50%-64% CR (Credit) 65%-74% DN (Distinction) 75%- 84% HD (High Distinction) 85%-100% Knowledge and Your analysis identifies and Your analysis identifies and Your analysis sufficiently Your analysis significantly identifies You analysis comprehensively Application applies minimal or none of the relevant consumer behaviour applies some relevant consumer behaviour theories identifies and applies relevant consumer behaviour theories and applies relevant consumer behaviour theories and concepts identifies and applies relevant consumer behaviour theories and theories and concepts and concepts and concepts concepts /30 marks Critical Analysis /30 marks Your analysis lacks depth, and your interpretation is not relevant You analyse basic market specific information, and your interpretation is not always relevant You sufficiently analyse and interpret market specific information You thoroughly analyse and interpret market specific information You critically analyse and expertly interpret accurate and specific market information Research /20 marks Your research lacks focus because of an unsuitable choice of sources You have selected basic primary and/or secondary sources Your research is focused, drawn from a reasonable selection of primary and secondary sources Your research is focused, complemented by a quality selection and range of primary and secondary sources Your research is extensive and focused, complemented by a quality selection and large range of primary and secondary sources Video Format /20 marks Total Marks /100 o A better selection of illustrative devices would enhance your video o Your presentation style lacks life and vitality, resulting in audience disengagement o Your presentation is dull and irrelevant o Your voice tone and projection are poor, showing little or no rehearsal time o Your video includes some illustrative devices o Your presentation style initially captures the audience’s attention, fluctuating throughout o Your presentation is adequately presented o Your voice tone and projection is either too high, too low and/or struggles to hold the audience’s attention o Your video includes mostly useful illustrative devices o Your presentation style is interesting o Your video is delivered well o Your voice tone and projection holds the audience’s attention most of the time o Your video includes a wide selection of useful illustrative devices o Your presentation style is expressive and interesting o Your video is professional o Your voice tone and projection highlight key points and hold the audience’s attention o Your video includes a comprehensive selection of useful illustrative devices o Your presentation style is very engaging o Your video is one of high- level professionalism o You have expertly used your voice tone and projection to emphasise points, capturing and holding the audience’s interest and attention Feedback will be