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 require 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
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.
Assessment Information
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:
- Identify and analyse the need and want that led you to the purchase of the chosen product or
- Identify and examine the internal and external sources of information that you used in making your decision to buy the chosen product or
- Evaluate alternatives and narrow down the attributes of the chosen product or service that satisfy your need and
- Identify and analyse available purchase methods to determine how these methods impacted on your decision-making
- 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
- 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
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.
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. |
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Feedback and grades will be released via MyKBS. |
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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.