Consumer Behaviour and Marketing Psychology
Consumer Behaviour and Marketing Psychology
Assessment Information
COMMONWEALTH OF AUSTRALIACopyright 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 Individual Project
Assessment Type:
Length:
Validation Approval & Video
Validation Approval 100 words maximum (5%) & 7 minutes (+/- 10%
allowable range) (20%)
Weighting: Total of 25%
Total Marks:
Submission:
100
Online
Due Date: Week 2 & 5
.
Your task
Individually, you are required to create a 7 to 8-minute video, 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. In addition to this, products or services by market leaders, such as Apple,
Samsung, Nike, and the likes should not be used.
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
Before making a choice, please conduct preliminary research first to determine the availability of
information. If you find that the number of sources about your chosen product or service is limited,
please consult your workshop facilitator to discuss an alternative option.
By the end of week 2 you are required to provide a brief description of the chosen product or service
that you will be analysing in assessment 1, assessment 2, and assessment 3 to your workshop
facilitator via MyKBS, under ‘assessments tab’ > ‘Product/Service Verification’ icon. In providing a
brief description, you are required to include reasons why you chose this product/service. This
validation step is worth 5% of your grade for this assessment, and you will not be able to submit the
video until your workshop facilitator has approved your choice, so be wise and don’t be late.
Once your workshop facilitator has validated your choice of product or service, you are required to
record a narration of each of the steps of the Consumer Decision Making Process on video and
provide the viewer with an in-depth critical analysis of how you have moved through each of the
steps with the use of complementary visual aids.
In your video analysis, you need to explain and demonstrate the steps, along with your identification
of any possible issues that occurred during this process. The findings presented in the video must
be based on primary research and can be reinforced by analysis of relevant secondary data. In
Assessment Information
COMMONWEALTH OF AUSTRALIACopyright 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.
addition to this, your analysis must incorporate theories and concepts related to consumer behaviour
discussed in the topics from weeks 1 to 4. More specifically:
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.
3. Evaluate alternatives and narrow down the attributes of the chosen product or service that
satisfy your need and want.
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 cognitive dissonance. Please note that in this step, the topic of
customer satisfaction should not be considered.
6. Provide a screenshot of a receipt to validate the purchase of your chosen product or service.
If a receipt is not available, then you must include a photo of you using the product or
experiencing the service.
You are required to use at least 6 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 a reference list at the end of your video.
Assignment Submission
Students are encouraged to submit their work well in advance of the deadline to avoid any possible
technical difficulties. For those students who have limited experience in video making techniques, it
is recommended to read video FAQs document that is available to you under the assessments tab in
MyKBS.
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
Assessment Information
COMMONWEALTH OF AUSTRALIACopyright 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
Time Limits for Video Assessments
Submissions that exceed the time 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.
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 Video Project 20%
Marking
Criteria
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 analysed some of the
consumer decision making
steps, and/or your purchase
explanation is superficial.
You analysed most of the
consumer decision making
steps, by explaining your
purchase, although further
logical and detailed explanation
was needed.
You analyse all of the consumer
decision making steps, by providing
a detailed explanation of your
purchase, although further logical
explanation was needed.
You critically analyse 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 identify and apply minimal
or none of the relevant
consumer behaviour theories
and concepts from weeks 1 to
4.
Your analysis identifies and
applies some of the relevant
consumer behaviour
theories and concepts from
weeks 1 to 4.
You identify and apply most of
the relevant consumer
behaviour theories and
concepts from weeks 1 to 4.
You clearly identify and apply all of
the relevant consumer behaviour
theories and concepts from weeks
1 to 4.
You concisely identify and apply
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
because of an unsuitable
choice of sources, or you have
provided a mostly bogus
reference list that does not
validate your research.
You demonstrate somewhat
focused research, although
a better selection and range
of sources would improve
the quality of your analysis.
You demonstrate mostly
focused research, although the
use of a wider range of sources
would enhance the quality of
your analysis.
You demonstrate focused research,
complemented by a wide range of
sources.
You demonstrate extensive and
focused research, complemented
by a wide range of sources.
Use of Visual Aids
__/10 marks
A better selection of visual aids
would enhance your
presentation.
Your video includes some
visual aids.
Your video includes mostly
useful visual aids.
Your video includes a wide
selection of useful visual aids.
Your video includes a
comprehensive selection of
useful visual aids.
Presentation
Delivery
__/10 marks
Your presentation is dull and
irrelevant.
Your presentation is
adequately presented.
Your presentation is delivered
well.
Your delivery is professional. Your delivery is one of high-level
professionalism.
In-text Citations and
Referencing
__/10 marks
Total 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 MyKBS.