| Subject Title | Consumer Behaviour |
| Subject Code | MKT102A |
| Assessment Title | Journal |
| Graduate Capabilities | List the graduate capabilities being developed in this assessment Professional Expertise Agile Leadership Independent Self-Management |
| Learning Outcome/s (found in the Subject Outline) | Discuss the relevance of consumer behaviour and psychology to marketing.Relate concepts of internal influences such as; motivation, perception and attitudes to decision making in the marketing environment.Relate concepts of external and environmental influences to decision making in the marketing environment. |
| Assessment type (group or individual) | Individual |
| Weighting % | 35% |
| Word count | 1000 words +/- 10% excluding cover, references |
| Due day | Sunday by 11.55pm week 5 |
| Submission type | Turnitin |
| Format / Layout of Assessment | Report: ICMS Cover Page Journal Entry 1 Journal Entry 2 Journal Entry 3 Journal Entry 4 |
| Assessment instructions | (approximately 1,000 words +/- 10%). Journal Entries Over the next few weeks, consider yourself as the consumer you are but also from the perspective of a marketer. Become aware of your thoughts, feelings, outside influences and decision-making processes as you purchase or choose not to purchase products and services. Reflect on the following questions, then create a journal entry for each using examples from your personal experience as a consumer as well as what you are learning in class. Journal entries can be written, visual (images, charts, graphs etc), audio/video based or a combination thereof. Choose a category you love and frequently purchase from e.g. sport, fashion, food etc. Pick 3 of the following IDEO method card research techniques and analyse your behaviour for this category.Five Whys?Personal InventoryScale model/drawing of your ideal brand experienceCollageA Day in the lifeCamera JournalCompetitive product survey (See Week 2, additional resources for IDEO cards) Pick 2 products or services you have purchased or decided not to purchase this week. Using a consumer journey map, map your decision-making process. Highlight your emotions and reasons for decisions. (See week 3 for journey map examples) Put together a pen-portrait of yourself including attitudes, motivations, insights from your IDEO process, activities, brands you are loyal to and basic demographics (age, gender, job, family unit). (See week 4 for pen portrait examples and week 5 for tips on motivations and attitudes) Knowing marketers use these tools for communication strategies, comment on the ethical implications of employing psychology to influence consumers’ purchasing decisions? Provide examples from your own experience and consider if this impacts your loyalty/addiction to your favourite brands. (See week 1 and 3 for ethics and loyalty content) |
| Readings for the assessment | To assist you with writing this report, use the materials found on your Moodle page (lecture slides, recommended and additional readings or other documents).Class content.Useful links posted on Moodle. |
| Complete the Module activities which are designed to support the critical tasks of this Assessment. | |
| Grading Criteria / Rubric | See below |
Assessment 1 – Report – Marking Rubric
| Criteria | High Distinction (85-100) | Distinction (75-84) | Credit (65-74) | Pass (50-64) | Fail (0-49) |
| Journal Entry 1 25% | Thoughts coherently presented. Shows a full understanding of the topic. Shows a significant depth of knowledge. Includes insightful commentary and highlights high significance through examples and application of class materials. | Thoughts mostly coherently presented. Shows a significant understanding of the topic. Depth an above average depth of knowledge Includes insightful commentary and highlights above average significance through examples and application of class materials. | Thoughts somewhat coherently presented. Shows a good understanding of the topic and moderate depth of knowledge. Further elaboration was needed in some instances. Includes multiple instance insightful commentary and highlights average significance through examples and application of class materials. | Hard to follow at times. Shows a basic understanding of the topic. Or greater depth is needed. Includes somewhat insightful commentary and highlights passable significance through examples and application of class materials. | Difficult to follow or lacks depth or shows superficial understanding/treatment of the questions. Does not include insightful commentary and highlights little or no significance or lacks well thought out examples or lacks application. |
| Journal Entry 2 25% | Thoughts coherently presented. Shows a full understanding of the topic. Shows a significant depth of knowledge. Includes insightful commentary and highlights high significance through examples and application of class materials. | Thoughts mostly coherently presented. Shows a significant understanding of the topic. Depth an above average depth of knowledge Includes insightful commentary and highlights above average significance through examples and application of class materials. | Thoughts somewhat coherently presented. Shows a good understanding of the topic and moderate depth of knowledge. Further elaboration was needed in some instances. Includes multiple instance insightful commentary and highlights average significance through examples and application of class materials. | Hard to follow at times. Shows a basic understanding of the topic. Or greater depth is needed. Includes somewhat insightful commentary and highlights passable significance through examples and application of class materials. | Difficult to follow or lacks depth or shows superficial understanding/treatment of the questions. Does not include insightful commentary and highlights little or no significance or lacks well thought out examples or lacks application. |
| Journal Entry 3 25% | Thoughts coherently presented. Shows a full understanding of the topic. Shows a significant depth of knowledge. Includes insightful commentary and highlights high significance through examples and application of class materials. | Thoughts mostly coherently presented. Shows a significant understanding of the topic. Depth an above average depth of knowledge Includes insightful commentary and highlights above average significance through examples and application of class materials. | Thoughts somewhat coherently presented. Shows a good understanding of the topic and moderate depth of knowledge. Further elaboration was needed in some instances. Includes multiple instance insightful commentary and highlights average significance through examples and application of class materials. | Hard to follow at times. Shows a basic understanding of the topic. Or greater depth is needed. Includes somewhat insightful commentary and highlights passable significance through examples and application of class materials. | Difficult to follow or lacks depth or shows superficial understanding/treatment of the questions. Does not include insightful commentary and highlights little or no significance or lacks well thought out examples or lacks application. |
| Journal Entry 4 25% | Thoughts coherently presented. Shows a full understanding of the topic. Shows a significant depth of knowledge. Includes insightful commentary and highlights high significance through examples and application of class materials. | Thoughts mostly coherently presented. Shows a significant understanding of the topic. Depth an above average depth of knowledge Includes insightful commentary and highlights above average significance through examples and application of class materials. | Thoughts somewhat coherently presented. Shows a good understanding of the topic and moderate depth of knowledge. Further elaboration was needed in some instances. Includes multiple instance insightful commentary and highlights average significance through examples and application of class materials. | Hard to follow at times. Shows a basic understanding of the topic. Or greater depth is needed. Includes somewhat insightful commentary and highlights passable significance through examples and application of class materials. | Difficult to follow or lacks depth or shows superficial understanding/treatment of the questions. Does not include insightful commentary and highlights little or no significance or lacks well thought out examples or lacks application. |
Get expert help for MKT102A Consumer Behaviour and many more. 24X7 help, plag free solution. Order online now!
