Assessment Information Subject Code: MBA404 Subject Name: Consumer Behaviour and Marketing Psychology Assessment Title: Length: Individual Report 2000 words (+/- 10% allowable range) Weighting: 45% Total Marks: Submission: 100 Online via Turnitin Due Date: Week 13 (Monday, 23:55PM AEST) Assessment Description Overview: 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 behaviour such as attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making processes. The Task: Based on the scenario below, you are required to write a 2000 word report. In this report you must demonstrate an understanding and application of various consumer behaviour concepts and theories by analysing the facts gathered from the video and the survey, and present strategic recommendations. You will be required to incorporate recent peer reviewed literature in order to justify your proposed recommendations. Scenario: Imagine that you have just been employed by the company you analysed in your earlier assessments. You have recently learnt that the company’s customer loyalty has declined over the last year and that repeat purchases are at a historic low. You have now been asked to prepare a report outlining the issues you identified in your previous analyses, issues related to current marketing communications, and to provide at least three strategic recommendations to the board of directors, along with reasons for recommending further improvements, all of which must be based on scholarly sources. 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 Assessment Format The paper is to be presented in a professional report format and cannot exceed 2000 words. In all of the responses, whilst your views are important and must be shared, you must cite consumer behaviour theory to support your position. Your report MUST follow this professional structure: Title Page Table of Contents Table of Figures (optional) Executive Summary (1 page long, no more or less) Selected Product or Service Overview (250 words) Critical Analysis (1150 words) of issues identified in: - Consumer decision-making process - Individual, psychological, cultural and social factors affecting consumer behaviour - The most recent marketing communications of this product or service - The current marketing strategy Strategic Recommendations (600 words) that are logical and feasible. Appendices (optional) Reference List NB: Title Page, Table of Contents, Table of Figures, Reference List & Appendices do not count towards the word limit of your analysis. You must use a minimum of 15 references. Please note that Wikipedia and other ‘popular’ or non-academic sources are not to be used. 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 submit their report via Turnitin link by Week 13 (Monday, 23:55PM AEST) This file must be submitted as a PDF 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 any 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 screen shot 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’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 Report Criteria NN (Fail) 0%-49% P (Pass) 50%-64% CR (Credit) 65%-74% DN (Distinction) 75%-84% HD (High Distinction) 85%-100% Critical Analysis of Identified Issues /20 Your analysis lacks depth, and your interpretation is not relevant You briefly analyse some of the issues and your interpretation is not always relevant You sufficiently analyse most of the issues and your interpretation is well structured You thoroughly analyse and interpret the issues articulately You critically analyse and interpret the issues articulately and convincingly Theory Comprehension and Application /10 Your analysis identifies and applies minimal or none of the relevant MBA404 theories and concepts Your analysis identifies and applies the basic MBA404 theories and concepts Your analysis identifies and applies some of the MBA404 theories and concepts Your analysis identifies and applies many of the relevant MBA404 theories and concepts Your analysis clearly identifies and applies all of the relevant MBA404 theories and concepts and does so convincingly Strategic Recommendations /30 The quality of your recommendations is poor and/or incoherent You have drawn some useful recommendations although a more comprehensive analysis of the scenario would have been helpful You have drawn mostly useful recommendations You have drawn varied, well- researched and compelling recommendations You have drawn dynamic, comprehensive and convincing recommendations 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 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 Ideas/themes have not been developed 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 Ideas/themes have been developed, but your composition lacks connections and integration o The format chosen for your analysis is appropriate, but major improvements would enhance its presentation o An earnest attempt at in- text referencing is obvious but there are major errors o Mostly correct grammar and spelling but with occasional errors o Ideas/themes have been developed, but connections are not always obvious o The format chosen for your analysis is appropriate but some improvements would enhance its presentation o Mostly correct in-text referencing and reference list with minor errors throughout and the occasional major error o Errors in grammar and spelling are rare o There is a logical connection between your statements, adding to the readability and credibility of your analysis o Your analysis is professionally presented and has been submitted in the appropriate format o In-text referencing and the resultant reference list are correct, with only the occasional minor error o Correct grammar and spelling throughout the analysis with no obvious errors o There is an obvious and logical connection between your statements, enhancing the structure, synthesis, credibility, and readability of your analysis o Your analysis is professionally presented and exceeds expectations in what is evidently suitable for a high- grade commercial environment o