Assessment Information 3
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
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Assessment Description
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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 of your chosen FMCG product that 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 in which you must critically analyse company’s current marketing strategy and marketing communication mix and its alignment to your findings in assessment 1 and 2. More specifically, you will need to determine if identified consumer behavioural factors in previous assessments align with company’s current marketing focus. Based on your analysis, you are also required 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.
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:
Table of Contents
Table of Figures (optional)
Executive Summary (1 page long, no more or less)
Selected FMCG Product Overview (250 words)
Critical Analysis (1150 words)
Strategic Recommendations (600 words) that are logical and feasible.
Appendices (optional)
Reference List (You MUST use Harvard Refencing Style)
NB: Title page, Table of Contents, Table of Figures, Executive Summary, 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.
Assignment Submission
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 “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 https://www.kbs.edu.au/wp-content/uploads/2016/07/KBS-Assessment-Policy-v4.5_incl-SC-form-andMed-Cert_final.pdf
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MBA404 Assessment Marking Rubric – Individual Report 45%
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
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
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
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, wellresearched and compelling recommendations
You have drawn dynamic, comprehensive and convincing recommendations
Research
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
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 intext referencing is obvious but there are major errors o Mostly correct grammar and spelling are very good
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 highgrade commercial environment
o In-text referencing and the resultant reference list are
correct, with no errors
Feedback will be released via Turnitin
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