Assessment Information
Subject Code: MKT301
Subject Name: Consumer Behaviour
Assessment Title: Consumer Profile Infographic
Weighting: 30%
Total Marks:
30
Length: A3 Page (Submit Via Turnitin)
Due Date: Week -6
Assessment Description
For this assessment, students are required to choose a product of their choice. Once chosen, students will have to create a consumer profile infographic for the same product. Profiling your consumer gives you the opportunity to understand a range of key information about them - including their income level, location but more importantly buying behaviour. Researching your consumer to create a customer profile will help you to understand who they are, so you know how best to reach them from a marketing perspective. The profile needs to be supported by student’s understanding of the industry and current trends in industry. Please use my Athens IBIS world to access industry profile. This Customer profiling should clearly demonstrate a profile of existing customers of the product with following distinct segments.
• Demographics and role
• How they perceive your chosen product
• Self-concept and personality
• Motivational factors
• Emotions
• Loyalty status
• Current industry trends
You may choose to prepare this profile using Microsoft programs. If you chose to do so, please ensure to use A3 size paper. You may would like to use alternative free online infographics software. This is your opportunity to demonstrate your knowledge in a creative way.
You must use a minimum of 5 references:
• Text books: At least 1 text books
• IBIS World
• 2 different academic journal articles
• 1 other source of your choice: Blog, newspaper, magazine or another Internet source
• No more than 1 reference may be general Internet based sources.
• Wikipedia, slideshare, ask etc. are not to be used and does not count as an academic reference.
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 that may occur.
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 https://www.kbs.edu.au/wp-content/uploads/2016/07/KBS-Assessment-Policy-v4.5_incl-SCform-and-Med-Cert_final.pdf
.
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.
For details on academic integrity policies and penalties, the reassessment process, and the appeals process, please refer to http://www.kbs.edu.au/current-students/student-policies/.
Word Limits for Written Assessments
Submissions that exceed the word count 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 Success Centre representative or refer to the study help on the MyKBS Academic Success Centre page. You can find this by clicking on the top page toolbar:
My Services Academic Success Centre Study Support Resource
Assessment Report Marking Rubrics
Criteria Fail Pass Credit Distinction High Dist’n
Understanding of the project Key points left out. No grasp of issues that faced the client. Over reliance on notes. Includes some issues but analysis glossed over. Team seemed uncomfortable to go beyond key facts. Includes all issues, analysis and recommendations but with little elaboration. Not integrated with theory or are not justified. Builds convincing argument showing how key issues, analysis and recommendations are integrated together. Builds convincing argument showing how all key points are integrated together. Uses examples to elaborate the key points and theory.
Introduction /
Conclusion
Introduction missing or underdeveloped. Reader has no idea what the assessment will be or was about. No conclusion.
Assessment just finishes. Limited clarity of purpose / overview. Highlights key issues but interpretation of these. Conclusion weak. Doesn’t tie in with what was introduced. Provides purpose for assessment, highlights and interprets key issues to be addressed but recommendation but not integrated. As for level below plus shows consistency between marketing problem identification and final recommendations well established. Engaging conclusion clearly sums up assessment and relates back to the introduction.
Evidence of analysis and 3rd party support No references to any sources. Suggestions/recommendations just seem appear. Steps used in analysis shown but little justification why or how these are used to develop recommendations. Background research and analysis of this is clearly identifiable. Steps used are shown and some rationale for the development of recommendations provided. Evidence of extensive research and analysis: journals, prescribed text, other books, verified websites, primary research. Used references
to justify analysis
As for level below plus able to use references to back up claims and recommendations made. Recommendations clear come from the analysis of the project.
Recommendations Recommendations missing Recommendations very general in nature – client would not be able to implement them without doing further analysis. Recommendations given in a way that they could be implemented but no justification given or benefits explained to the client Recommendations are logical and feasible. Timelines and justifications for these provided. Ties in with the clients brief. Recommendations can easily be implemented. Timelines, responsibilities and costs provided.
Organisation No structure to the assessment.
Reader cannot follow sequence.
No introduction or conclusion. Ideas not focused. Reader may have difficulty following argument. Main points difficult to identify. Main ideas presented in logical manner. Flow of assessment may be awkward.
Main ideas presented in logical manner. Flow of assessment smooth. Ideas clearly organised so Reader can follow easily. The purpose of the assessment is clear in all stages.
Assessment Information