Subject Code: MKT301
Subject Name: Consumer Behaviour
Length: Comparative Investigation
1200 words (+/- 10% allowable range)
Due Date: Week 9
Individually, you are required to prepare a 1200 word investigation (research-based) analysis based on your previous two shopping trips with a family member or friend.
In this individual assessment, students will be given an opportunity to critically review the place of consumption in modern society by showing a broad knowledge of current issues in buyer/consumer behaviour. By doing this, you will be able to explain and communicate the complexities of consumer decision-making processes, including the influence of situational, psychological and social factors.
Let’s imagine that you have been assigned the role of a marketing consultant to investigate contemporary issues in consumer behaviour related to online shopping. Using reflective analysis in the first assessment, you must consider:
o Which possible challenges do you, as the marketing consultant, forsee if both of the shopping trips were to occur online.
o Suggest three strategies to offset these challenges by considering broader consumer behaviour topics such as:
? Changing consumer attitudes towards online shopping;
? Cultural/Social factors that would positively contribute towards the online purchase of the purchased products/services in both of the shopping trips;
? Positive influence on consumer’s response towards digital technologies.
You are required to reference at least 8 sources of information that are referenced (both In-text and end text) in accordance with Kaplan Harvard Referencing Guide. These may consist of government publications, industry reports, and journal articles.
This file must be submitted as 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 issue 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 that may occur.
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 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 via https://www.kbs.edu.au/about-us/school-policies
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: http://www.kbs.edu.au/current-students/student-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.
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.
MKT301 Assessment 2 Marking Rubric – Comparative Investigation 40%
Marking Criteria F (Fail)
0 – 49% P (Pass) 50 – 64% C (Credit) 65 -74% D (Distinction) 75 – 84% HD (High Distinction) 85 -100%
Analysis of online trends and digital technologies
30 marks Your analysis does not satisfactorily identify and/or examines issues related to online shopping and cultural influences and digital technology. Your analysis partially identifies and examines issues related to online shopping and cultural influences and digital technology. Your analysis satisfactorily identifies and examines issues related to online shopping and cultural influences and digital technology. Your analysis strongly identifies and examines issues related to online shopping and cultural influences and digital technology. Your analysis critically identifies and thoroughly examines issues related to online shopping and cultural influences and digital technology. Recommendations /20 marks
The quality of your recommendations is poor
and/or incoherent. Industry examples are absent. You have drawn some useful recommendations, although a more comprehensive analysis
of the issues would have been helpful. Industry examples are somewhat relevant. You have drawn mostly useful recommendations that are
supported by most relevant industry examples. You have drawn varied, wellresearched and compelling recommendations that are
supported by relevant industry examples. You have drawn dynamic, comprehensive and convincing recommendations that are
supported by relevant industry examples.
20 marks Your research lacks focus because of an unsuitable choice of sources. You have selected some appropriate scholarly sources. Better use of quality sources would help focus your research. Your research is focused, drawn from a reasonable selection of scholarly sources. Your research is focused, complemented by a quality selection and range of scholarly sources. Your research is extensive and focused, complemented by a quality selection and range of scholarly sources. Grammar/Spelling /10 marks Spelling and/or grammar is consistently incorrect,
impacting on the flow and readability of your memorandum. Mostly correct grammar and spelling used throughout, with consistent minor and/or major errors. Mostly correct grammar and spelling used throughout, with
occasional minor and/or major error(s). Correct grammar and spelling throughout the memorandum, with the occasional minor error. Correct grammar and spelling throughout the memorandum with no errors.
/10 marks The format chosen for your analysis lacks thought and consideration for the intended audience. The format chosen for your analysis is satisfactory, but major improvements would enhance its effectiveness. The format chosen for your analysis is appropriate, but quite a few improvements would be needed for a professional audience. Your analysis is professionally presented and has been submitted in a format that, with some tweaks, could be suitable for a professional audience. Your analysis is professionally presented and has been submitted in an entirely appropriate format. In-text Citations and Referencing /10 marks
__/100 In-text referencing and/or reference list is mostly incorrect or non-existent. In-text referencing and the resultant reference list adheres to Kaplan Harvard Referencing Style, with major errors. In-text referencing and the resultant reference list adheres to Kaplan Harvard Referencing
Style, with minor errors throughout and the occasional major error. In-text referencing and the resultant reference list adheres to
Kaplan Harvard Referencing
Style, with only the occasional minor error. In-text referencing and the resultant reference list adheres to Kaplan Harvard Referencing Style, with no errors.
Feedback and Grades will be released via Turnitin.
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