Assessment 3 Information

Subject Code: MBA404

Subject Name: Consumer Behaviour and Marketing Psychology
Assessment Title: Individual Report
Assessment Type: Written Report
Length: 2000 words (+/- 10% allowable range)
Weighting: 40%
Total Marks: 100
Submission: Online
Due Date: Week 13

Your task
Individually, you required to write a 2000-word report based on the scenario provided in the assessment
instructions below.

Assessment Description.
This assessment is a culmination piece, in which you will be given an opportunity to combine the information you
have accumulated in Assessments 1 and 2. More importantly, you will need to showcase an understanding of
marketing issues related to consumer behaviours such as perception, attitudes, motivation, culture, family
and lifestyle influences, group and individual differences, social class, consumer learning processes,
and personal buying decision-making processes.

Assessment Instructions
Your task is to imagine that you have just been employed by the company of your chosen product or service that
you analysed in your earlier assessments and that the marketing department of this company has asked you to
prepare a 2000- word report in which you must:
1. Write a concise executive summary that covers all of the significant findings of your report (not included
in the word limit of this submission)
2. Provide a concise overview of the product or service and its market performance (300 words).
3. Critically examine the company’s current integrated communication mix by considering how it targets
consumers’ attitudes, culture, family and lifestyle influences, group and individual differences,
social class, consumer learning processes, and personal buying decision-making processes.
Please note that not all of these topics may apply to your chosen product or service (600 words).
4. Critically analyse whether or not the communication mix demonstrates a strong alignment to your findings
in assessment 1 and 2 (600 words).
5. Provide at least three strategic recommendations that either address previously identified misalignment
OR proposed ways in which identified alignment can be strengthened. Please incorporate recent peer-
reviewed literature to justify your proposed recommendations (500 words). Recommendations should not
include manufacturing or operational improvements.
6. Include Appendices (screenshots of the company’s current integrated marketing mix) and Reference List
(mandatory not included in the word count).

In addition to your video and survey results, you are required to use at least 10 sources of information
and use Kaplan Harvard Referencing Style. Wikipedia and other ‘popular’ sites are not to be used.
These may include government publications, industry reports, and journal articles.

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Assessment Information
Assignment Submission
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assignment submission penalties” Policy.

Number of Penalty
days
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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.

Assessment Information
Important Study Information

Academic Integrity Policy

KBS values academic integrity. All students must understand the meaning and consequences of
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What is academic integrity and misconduct?

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Word Limits for Written Assessments

Submissions that exceed the word limit by more than 10% will cease to be marked from the point at
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Study Assistance
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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.

Assessment Information
 MBA404 Assessment Marking Rubric – Individual Report 40%
Marking F (Fail)
Criteria 0 – 49%
Executive Summary You wrote a summary that is
unclear and/or vague. It does not
cover the significant findings of
__/5 marks
your report.
Product/Service You provide an overview of the
Overview chosen product or service that is
not clear and/or relevant to the
assessment task.
__/5 marks
ICM Analysis Your analysis of the integrated
communication mix lacks depth
and/or is not relevant to the
__/10 marks
assessment task and/or no
examples included in the
appendices section.
Alignment/Misalignment Your analysis of
Analysis alignment/misalignment of
assessment 1 and 2 findings lacks
depth, and/or your interpretation is
__/20 marks not relevant.
Theory You have demonstrated little or no
Application theoretical application, relevant
attitudes, group influences, culture,
social class, consumer learning
__/5 marks processes, and personal buying
decision-making processes.
Strategic You have not provided three
Recommendations strategic recommendations, or the
quality of your recommendations is
poor and/or incoherent.
__/15 marks
Use of Your research lacks focus because
sources/supportive of an unsuitable choice of sources
evidence or you have provided a mostly
bogus reference list that does not
validate your research.
__/10 marks
Grammar/Spelling Spelling and/or grammar is
consistently incorrect, impacting on
the flow and readability of your
__/10 marks
analysis.
Report The format chosen for your
Format analysis lacks thought and
consideration for the intended
audience.
__/10 marks
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.
P (Pass)
50 – 64%
You wrote a clear executive
summary that covers some of the
significant findings of your report.
You provide a somewhat clear
overview of the chosen product or
service
You analyse some of the
integrated communication mix by
including specific examples in the
appendices section.
You analyse somewhat relevant
alignment/misalignment of
assessment 1 and 2, although
further depth and interpretation
are needed.
You have demonstrated basic
theoretical application relevant to
attitudes, group influences,
culture, social class, consumer
learning processes, and personal
buying decision-making
processes.
You have drawn some useful
recommendations, although a
more comprehensive analysis of
the scenario would have been
helpful.
You demonstrate somewhat
focused research, although a
better selection and range of
sources would improve the
quality of your analysis.
Even though grammar and
spelling are an issue, they do not
detract very much from the
readability of your analysis.
The format chosen for your
analysis is appropriate, but major
improvements would enhance its
presentation.
C (Credit)
65 – 74%
You wrote a clear executive
summary that covers most of the
significant findings of your report.
You provide a mostly clear
overview of the chosen product or
service
You analyse most of the integrated
communication mix by including
specific examples in the
appendices section.
You analyse mostly relevant
alignment/misalignment of
assessment 1 and 2, although
further interpretation is needed.
You have demonstrated sufficient
theoretical application relevant to
attitudes, group influences, culture,
social class, consumer learning
processes, and personal buying
decision-making processes.
You have drawn mostly useful
recommendations.
You demonstrate mostly focused
research, although the use of a
wider range of sources would
enhance the quality of your
analysis.
Mostly correct grammar and
spelling are very good but with
occasional errors.
The format chosen for your
analysis is appropriate, but some
improvements would enhance its
presentation.
D (Distinction)
75 – 84%
You wrote a clear executive summary
that covers all of the significant
findings of your report.
You provide a clear overview of the
chosen product or service.
You analyse all of the integrated
communication mix by including
specific examples in the appendices
section.
You analyse alignment/misalignment
of assessment 1 and 2, although
further interpretation is needed.
You have thoroughly applied relevant
attitudes, group influences, culture,
social class, consumer learning
processes, and personal buying
decision-making processes.
You have drawn varied, well-
researched and compelling
recommendations.
You demonstrate focused research,
complemented by a wide range of
sources.
Errors in grammar and spelling are
rare.
Your analysis is professionally
presented and submitted in the
appropriate format.
HD (High Distinction)
85 – 100%
You wrote a concise executive
summary that covers all of the
significant findings of your report.
You provide a concise overview of
the chosen product or service.
You critically analyse all of the
integrated communication mix by
including specific examples in the
appendices section.
You critically analyse
alignment/misalignment of
assessment 1 and 2, and your
interpretation is well structured.
You have expertly applied and
integrated all of the theories
relevant to attitudes, group
influences, culture, social class,
consumer learning processes, and
personal buying decision-making
processes.
You have drawn dynamic,
comprehensive and convincing
recommendations.
You demonstrate extensive and
focused research, complemented
by a wide range of sources.
Correct grammar and spelling
throughout the analysis with no
obvious errors.
Your analysis is professionally
presented and exceeds
expectations in what is suitable for a
high-grade commercial
environment.
In-text Citations and In-text referencing and/or reference In-text referencing and the In-text referencing and the resultant In-text referencing and the resultant In-text referencing and the resultant
Referencing list is mostly incorrect or non- resultant reference list adheres to reference list adheres to Kaplan reference list adheres to Kaplan reference list adheres to Kaplan
existent. Kaplan Harvard Referencing Harvard Referencing Style, with Harvard Referencing Style, with only Harvard Referencing Style, with no
Style, with major errors. minor errors throughout and the the occasional minor error. errors.
__/10 marks occasional major error.

Total marks
__/100

Feedback and grades will be released via Turnitin.

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.