Consumer Behaviour and Marketing Psychology
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright 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 1 Information
Subject Code: MBA404
Subject Name: Consumer Behaviour and Marketing Psychology
Assessment Title 5-Step Consumer Decision Making Process
Assessment Type: Length:
Individual, Validation Step and Written Analysis Validation 100 words maximum and 1200 words Written Analysis (+/-10% allowable range)
Weighting: 30%
Total Marks: Submission:
100 Online
Due Date: Week 3 & 5
.
Your task Individually, you are required to submit a validation step and prepare 1200 words written analysis, in which you must discuss and critically analyse your recent purchase of a product or service based on the 5-step Consumer Decision Making Process. Please note that you will need to use the same product or service in the second and third assessment in this subject as all assignments in this course are interrelated.
Assessment Description. In this individual assignment, you will be given an opportunity to explore contemporary marketing issues related to consumer behaviour by demonstrating an understanding of the theories and concepts learned in weeks 1 to 4.
Assessment Instructions To help you start all three assessments in this subject on the right track, over the first three weeks of the trimester, your workshop facilitators will engage you and rest of the class in preliminary discussions about the product or service that you would like to focus on by drawing your attention on specific products/services that are not permissible.
By the end of week 3, you are required to submit a validation step via MyKBS, under assessments tab > Product/Service Validation icon. In preparing this step, you must explain which product or service you will focus on in all of the three assessments, when and where you bought this product or service, what need and want did your chosen product or service fulfilled, and how will you approach finding a minimum of 10 survey participants who have also purchased the same product or service as you. You will also need to take a selfie of you and your chosen product or you experiencing the chosen service and upload it in the validation step.
This validation step is worth 5% of your grade in this subject, with 0% awarded for rejected choice; 2.5% awarded for a partially approved choice; and 5% for an approved choice in full. Please note that you will not be able to submit the video or any other assessment in this subject until your workshop facilitator has approved your choice, so be wise and dont be late.
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright 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.
Once your workshop facilitator has validated your product or service choice, you are then required to prepare a 1200 word written analysis of each of the steps of the Consumer Decision Making Process to provide the reader with an in-depth critical analysis of how you have moved through each of the steps.
In preparing your written analysis, you need to explain and demonstrate the five steps, along with your identification of any possible issues that occurred during this process. Please refer to the Week 2 Student Handout as a point of reference. The findings presented in the written analysis must be based on primary research and can be reinforced by an examination of relevant secondary data. In addition to this, you must incorporate theories and concepts related to consumer behaviour discussed in the topics from weeks 1 to 4. More specifically, by the start of week 5, you are to make your written analysis submission which addresses the following points:
1. Identify and analyse the need and want that led you to the purchase of the chosen product or service.
2. Identify and examine the internal and external sources of information that you used in making your decision to buy the chosen product or service. Please include screenshots of external sources of information to support your analysis and indicate your awareness set at the end of this section.
3. Evaluate alternatives and narrow down the attributes of the chosen product or service that satisfy your need and want. Please provide a detailed evoked set diagram to present your findings.
4. Identify and analyse available purchase methods to determine how these methods impacted on your decision-making process.
5. Analyse your post-purchase behaviour by identifying the features of the chosen product or service that reduce your cognitive dissonance. Please note that in this step, the topic of customer satisfaction should not be considered.
You are required to use at least 5 sources of information and reference these in accordance with the Kaplan Harvard Referencing Style. These may include websites, government publications, industry reports, census data, journal articles, and newspaper articles. These references should be presented as in-text citations and a reference list at the end of your written analysis. This written analysis is worth 25% of your final grade for this assessment, and it will serve the basis for the second and third assessment in this subject.
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright 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 Submission The validation step must be submitted on time (before the end of week 3) via MyKBS, under assessments tab > Product/Service Validation icon. To check specific due date and time of the submission, please review the information provided under the assessments tab in this subject.
The written analysis document must be submitted on time (at the start of week 5) via MyKBS, under assessments tab> Written Analysis Turnitin icon. The submitted file must be saved in a Word file 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 an issue with the submitted file. In this case, you must contact your workshop facilitator via email and provide a brief description of the problem and a screenshot 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. To check specific due date and time of the submission, please review the information provided under the assessments tab in this subject.
Late assignment submission penalties No late submission is allowed for validation step submission in this subject, and if you require an extension, please discuss this matter with your workshop facilitator in advance. Alternatively, for Special Consideration requests, you can review KBSs Assessment Policy by clicking here.
Penalties will be imposed on late written analysis submission in accordance with Kaplan Business School 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 the deadline will be considered to be one day late and therefore subject to the associated penalty
For more information, please read the full policy by clicking here.
https://www.kbs.edu.au/about-us/school-policies
https://www.kbs.edu.au/about-us/school-policies
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright 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.
Important Study Information
Academic Integrity Policy
KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.
What is academic integrity and misconduct? What are the penalties for academic misconduct? What are the late penalties? How can I appeal my grade?
Click here for answers to these questions: https://www.kbs.edu.au/about-us/school-policies
Word Limits for Written Assessments
Submissions that exceed the word limit by more than 10% will cease to be marked from the point at which that limit is exceeded.
Study Assistance
Students may seek study assistance from their local Academic Learning Advisor or refer to the resources on the MyKBS Academic Success Centre page. Click here for this information.
https://www.kbs.edu.au/about-us/school-policies
https://elearning.kbs.edu.au/course/view.php?id=1481
COMMONWEALTH OF AUSTRALIA Copyright 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.
MBA404 Assessment 1 Marking Rubric Individual Written Analysis 25%
Marking
Criteria (__/100)
F (Fail)
0 49%
P (Pass)
50 64%
C (Credit)
65 74%
D (Distinction)
75 84%
HD (High Distinction)
85 -100% Critical
Analysis
__/30 marks
Your analysis lacks required depth, and/or your purchase
explanation is not relevant to the assessment task.
You have analysed some of the consumer decision making steps, and/or your purchase
explanation is superficial.
You have analysed most of the consumer decision making steps,
by explaining your purchase, although further logical and
detailed explanation was needed.
You have analysed all of the consumer decision making steps, by providing a detailed explanation of
your purchase, although further logical explanation was needed.
You have critically analysed all of the consumer decision making
steps by providing an in-depth and logical explanation of your
purchase.
Theory Knowledge and Application
__/30 marks
You have applied minimal or none of the relevant consumer
behaviour theories and concepts from weeks 1 to 4.
You have applied some of the relevant consumer behaviour theories and concepts from
weeks 1 to 4.
You have applied many of the relevant consumer behaviour theories and concepts from
weeks 1 to 4.
You have applied most of the relevant consumer behaviour theories and
concepts from weeks 1 to 4.
You have comprehensively applied all of the relevant consumer
behaviour theories and concepts from weeks 1 to 4.
Use of sources/supportive evidence
__/10 marks
Your research lacks focus and/or you have chosen unsuitable or
bogus sources, which do not link to the required assessment task.
You have demonstrated a basic level of research, which is supported by a reasonable selection of primary and/or
secondary sources.
You have demonstrated substantial research, which is
supported by a reasonable selection of primary and
secondary sources.
You have demonstrated substantial research, which is supported by an appropriate selection and range of primary and secondary sources.
You have demonstrated extensive research, which is supported by an appropriate selection and range of primary and secondary sources.
Grammar/Spelling
__/10 marks
Spelling and/or grammar is consistently incorrect. It impacts
on the flow and readability of your analysis.
Though there are some errors in grammar and spelling,
these do not detract from the readability and flow of your
analysis.
Mostly correct grammar and spelling but any errors do not
impact on the readability and flow of your analysis.
Errors in grammar and spelling are rare, which enhances the readability
and flow of your analysis.
Perfect grammar and spelling throughout, which enhances the
readability and flow of your analysis.
Report
Format
__/10 marks
The format chosen for your analysis is inappropriate and/or lacks thought and consideration
for the intended audience.
The format chosen for your analysis is appropriate, but
further attention to detail would improve its
presentation.
The format chosen for your analysis is appropriate, but minor
changes would enhance its presentation.
Your analysis is professionally presented and has been submitted in
the appropriate format.
Your analysis is professionally presented and exceeds
expectations for what is suitable for a business environment.
In-text Citations and Referencing
__/10 marks
Neither in-text referencing and reference list adhere to Kaplan
Harvard Referencing Style.
In-text referencing or the resultant reference list
adheres to Kaplan Harvard Referencing Style, with some
errors.
Both, in-text referencing and the resultant reference list adhere to
Kaplan Harvard Referencing Style, with some errors.
Both, in-text referencing and the resultant reference list adhere to
Kaplan Harvard Referencing Style, with only occasional minor errors.
Both, in-text referencing and the resultant reference list adhere
strictly to Kaplan Harvard Referencing Style, with no errors.
Feedback and grades will be released via MyKBS.
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