FACULTY OF LAW AND BUSINESS MKTG201: Buyer Behaviour Semester 1, 2017 Assessment task 2 Assessment task 2: Essay Students will be required to write an essay on a topical issue in consumer behaviour. They will be expected to draw on the concepts and theories they have learnt in the lectures, tutorials, as well as their own readings from at least two marketing journal articles. Note: This assignment was structure for groups of 4. As this is a small class, groups of four maybe difficult to form. I will accept groups of two and three (preference for three students per group.) Due date: Week 10 (Lecture Day) at 11:59PM on LEO Weighting: 30% Length and/or format: 2000 words, font 12 and line spacing 1.5 Purpose: To assist students to understand the influence of consumer behaviour from both consumers’, marketers’ and societal perspectives. Learning outcomes assessed: 4 & 5 (This will take into account the CST of the Common Good) How to submit: Assignments will be submitted via Turnitin on LEO Return of assignment: Assignments will be returned via Turnitin after two weeks of submission with feedback and scores. Assessment criteria: Assignments will be assessed based on the rubric at the end of this document which can also be found in the unit outline. Consumer Behaviour - Topical issues Here are a few examples of some current issues. Please do not limit yourself to these options. Marketing is dynamic and presents many difference issues worthy of discussion.  The online environment - online shopping, online communications, payment and distribution channels.  Privacy – data collection and usage  Sexism in the market – in advertising and other channels through visuals, words and innuendo.  Marketing to children  Environmental concerns – packaging, product usage, product disposal Guidelines for Essay Introduction (15% of marks) This section should include a brief overview of the case, purpose of the report, background of the situation, identification of the key issue/s of your discussion and your position on the issue. This section should be around 250 words. Discussion (30% of marks) This section should provide a clear discussion of the key issues and their influence on the marketing environment and consumers (individual and/or groups). What are the advantages and disadvantages of this type of activity? How does this issue influence consumers and their behaviour? Note: Remember to draw on any relevant theories and concepts you have acquired in class. This section should be around 750 words. Position Taken (30% of marks) In this section you will need to state your position on this issue. Do you agree with type of activity of the market? Why or why not? Note: Remember to draw on any relevant journal articles to support your position. This section should be around 750 words. Conclusion (15% of marks) Your conclusion should tie the entire report together. You should include all the key issues, implications to the marketplace and the future direction from a consumer behaviour perspective. Do not introduce any new topics to the report in your conclusion. The conclusion provides you with an opportunity to clearly and succinctly reaffirm your position or recommendations on the topic. This section should be around 250 words. References (10% of marks) In line with academic standards, marks will be awarded for correct grammar, spelling, essay structure, writing skills and correct use of Harvard referencing system at relevant sections.