ASSESSMENT BRIEF
Subject Code and Title MKG102 - Consumer Behaviour
Assessment Forum Participation (Part B)
Individual/Group Individual
Length 750 words (+/- 10%)
Learning Outcomes a) Explain the meaning of consumer behaviour and its role in marketing strategy development.
b) Apply the concept of the consumer decision-making model to provide insights into consumer buying processes.
c) Categorise the needs and wants of consumers and their underlying motivations
d) Analyse the psychological processes affecting consumer behaviour.
e) Identify social and cultural influences on consumer behaviour.
Submission Part B: By 11:55pm AEST/AEDT Second Sunday of Module 5 (Week 9). Peer responses can be completed in the week it is due and/or two (2) days after the due date.
Weighting 20%
Total Marks 100 marks
Context:
The aim of the forum participation assessment is to provide a framework to encourage student engagement, to encourage collaboration and foster valuable perspectives gained from shared learning experiences. These assessed forums promote critical thinking in the application of theory into practice. Students will be able to reflect on their own efforts, and extend and enrich this reflection by exchanging feedback on their peers' work.
Instructions:
1. Please select a marketing communications example from a company e.g.,Television commercial, You-tube video, Social media site, Website , Billboard, poster, print advertisement etc.,
2. Apply relevant consumer behaviour theory in your analysis of it in the discussion forum.
In this discussion students should focus more on the theory provided in the lecture /notes and essential readings that relate to the first four (4) modules of topics. It is very important that students engage with consumer behaviour theory in your analysis and reference it appropriately.
3. Summarise your findings and post your response to the discussion forum.
4. After you post you will see everyone else's posts so please read and comment on at least two (2) student posts.
Submission Instructions:
As a preparation step, create a word/text document and develop a response with relevant references.
Click on the Module 5 discussion forum and create a new thread and copy from your word document and paste in your response. Note you will not be able to see other student posts until you have posted yours. Please do not attach the word document in your post.
Learning Rubric: Assessment 2: Forum Participation B
Assessment Attributes Fail (Unacceptable) Pass
(Functional) Credit
(Proficient) Distinction
(Advanced) High Distinction
(Exceptional)
Relate consumer behavior theory to marketing strategy.
70 % Little or no evidence of preparation or referencing. Limited understanding of the consumer decision making model and it’s application to marketing strategy. Some evidence of preparation and referencing. Satisfactory understanding of the consumer decision making model and it’s application to marketing strategy. Limited use of references. Good evidence of preparation and referencing. Good understanding of the consumer decision making model and it’s application to marketing strategy. Good engagement of references and coursework Very good evidence of preparation and referencing. Very good understanding of the consumer decision making model and it’s application to marketing strategy. Very good engagement of references and coursework terminology and theory over multiple weekly topics. High level of preparation and referencing. Outstanding understanding of the consumer decision making model and it’s application to marketing strategy. Outstanding engagement of references and coursework terminology and theory over multiple weekly topics.
Provided meaningful and thoughtful feedback to at least two (2) peer responses.
30 % No feedback provided. Minimal feedback provided Good peer feedback provided and engagement in the discussion. Meaningful and detailed feedback provided. Very good engagement in the discussion forum. Meaningful and detailed feedback provided. Outstanding engagement in the discussion forum.