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 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 3 Information Subject Code: MBA404 Subject Name: Consumer Behaviour and Marketing Psychology Assessment Title: Validation Approval of IMC and Recommendations Report Assessment Type: Length: Individual, Written Analysis Validation Approval 2 – pages and Report 1500 words (+/- 10% allowable range) Weighting: 40% Total Marks: Submission: 100 Online Due Date: Week 11 & 13 Your task Individually, you are required to write a 1500-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 To start preparing this final piece of assessment, you are first required to conduct extensive online research to find examples of the recent integrated marketing campaign of your chosen product/service. You may wish to use information that you have gathered in the second step of the consumer decision- making process that you have prepared earlier in your video submission. By the end of week 11, you are required to submit a two-page document that contains screenshots of the integrated marketing campaign to your workshop facilitator via MyKBS, under ‘assessments tab’> ‘Integrated Marketing Campaign Validation’ icon. This validation step is worth 5% of your grade for this assessment, and you will not be able to submit the recommendations report until your workshop facilitator has validated your research, so be wise and don’t be late. Once submitted, your final 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 1500 - word report in which you must: 1. Write a concise one-page executive summary that covers all of the significant findings of your report (not included in the word limit of this submission). Assessment 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. 2. Critically examine the company’s current integrated marketing campaign 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 (500 words). 3. Critically analyse whether or not the integrated marketing campaign demonstrates a strong alignment to your findings in assessment 1 and 2 (500 words). 4. 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). Your recommendations should not include manufacturing or operational improvements. 5. Reference List (mandatory and it is not included in the word count). In addition to your video and survey results, you are required to use at least 8 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. These references should be presented as in-text citations and a reference list at the end of your written analysis (not included in the word count). Assessment 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. Assignment Submission This file must be submitted as a ‘Word’ document 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. 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 https://www.kbs.edu.au/about-us/school-policies https://www.kbs.edu.au/about-us/school-policies Assessment 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. 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 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. 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. https://www.kbs.edu.au/about-us/school-policies https://elearning.kbs.edu.au/course/view.php?id=1481 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 Marking Rubric – Individual Report 35% Marking Criteria (__/100) F (Fail) 0 – 49% P (Pass) 50 – 64% C (Credit) 65 – 74% D (Distinction) 75 – 84% HD (High Distinction) 85 – 100% Executive Summary __/10 marks You have written a summary that is unclear and/or vague - it does not cover the significant findings of your report. You have written a basic summary that partially covers the significant findings of your report. You have written an enhanced executive summary that covers all of the significant findings of your report. You have written a detailed executive summary that covers all of the significant findings of your report. You have written a comprehensive executive summary that covers all of the significant findings of your report. IMC Analysis __/10 marks Your analysis of the integrated marketing campaign lacks depth and/or is not relevant to the assessment task and/or no examples included. You have analysed some of the integrated marketing campaign with limited examples. You have analysed most of the integrated marketing campaign by drawing on relevant examples. You have analysed all of the integrated marketing campaign by drawing on relevant examples.