Portfolio - Assessment 1 This is an individual assignment. Each student will develop a marketing portfolio regarding their purchase behaviour. The aim is to learn how people buy and factors that influences purchase decisions. Keep a record of your purchase every week. The record should comprise of: - 3 – 5 purchase every week. It could range from buying a fast moving consumer goods product to service product to experience. - Description of purchase - Think of the factors that influence those purchase and note them. - Reasons for purchase - Any other observation These should be presented in the appendix of the report. The portfolio write-up will be one document that discusses buying behaviour. There is no format. It could be in the form of a report or an essay. The report/write-up should have three main sections, in addition to introduction section and appendix: 1. Observations and patterns From the records over 6 -8 weeks, you are expected to identify and discuss any pattern or regularities that you might have observed in overall purchase behaviour. Description of purchases and other details. What were the general observations and underlying patters that you learn from those observations? 2. Connection with the theory and concepts. You should identify some concepts that we have discussed in the class or identify a theory/concept from textbook and discuss to what extent your real life purchase behaviour connects with the theory. 3. Conclusion and learnings for managers This section follows from section 2. Based on the previous two section, you need to identify and discuss some concrete conclusion about buying behaviour and how these findings would benefit marketing managers. Some guidelines and additional information 1. Minimum number of articles are expected to be 4. 2. Use them to support your thoughts and arguments and highlight debate around the statement that you are addressing. 3. You must reference the articles that you have selected following Harvard Referencing Guide. 1 4. There is no particular structure of your write-up. Nevertheless, subheadings are recommended for clarity. 5. The word limit is 1500 words. If you are above the limit to some extent, about 10%, it is fine. 6. Assignments must be submitted through FLO. There is a folder on FLO for the assignment submission. Your work will be assessed based on: 1. The ability to identify specific patterns or lack of patterns. 2. The ability to build a discussion based on the theories and concepts discussed in the class. 3. The ability to build a discussion based on the articles and research evidence. 4. The ability to provide analytical views. 5. Clarity of thoughts and expressions. 6. Practical and actionable managerial implication. 7. Succinctness of the write-up. 8. Ability to provide a debate around the statement. Criteria Weighting Introduction 5% Clarity of discussion with respect to patterns and observations 20% Quality of the discussion in relation to concepts and theory connections 30% Conclusion 25% Appendix 10% Referencing (point 2) 5% Overall clarity, expression, flow and grammar (point 4 and 6) 5% 2