Microsoft Word - MKG102_Assessment1_ForumPartcipation_PartAModule2.docx
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ASSESSMENT BRIEF
Subject Code and Title MKG102 - Consumer Behaviour
Assessment Forum Participation (Part A)
Individual/Group Individual
Length 750 words (+/- 10%)
Learning Outcomes a) Explain the meaning of consumer behaviour and its
ole in marketing strategy development.
) Apply the concept of the consumer decision-making
model to provide insights into consumer buying
processes.
c) Categorise the needs and wants of consumers and
their underlying motivations
d) Analyse the psychological processes affecting
consumer behaviour.
Submission Part A: By 11:55pm AEST/AEDT Sunday of Module 2
(Week 4). Peer responses can be completed in the week
it is due and/or two (2) days after the due date.
Weighting 20%
Total Marks 100 marks
Context:
The aim of the forum participation assessment is to provide a framework to encourage
student engagement, to encourage collaboration and foster valuable perspectives gained
from shared learning experiences. These assessed forums promote critical thinking in the
application of theory into practice. Students will be able to reflect on their own efforts, and
extend and enrich this reflection by exchanging feedback on their peers' work.
Instructions:
1. Visit a website for a major retailer (e.g. Harvey Norman, Myer etc.,)
2. Identify services, processes and communications available through the website that
are designed to facilitate consumer decision-making. Identify and discuss what step
in the consumer decision making process each service, process or communication
covers - is there a service or communication for each step?
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3. Provide any recommendations of any additional communications /services that
would assist consumers in their decision-making that are not being offered.
4. Summarise your findings and post your response to the discussion forum.
5. After you post you will see everyone else's posts so please read and comment on at
least two (2) student posts. Students are encouraged to visit the website and read
the post to provide meaningful insight and an additional perspective.
Submission Instructions:
As a preparation step, create a word/text document and develop a response with relevant
eferences. As a starting point the essential readings in Module 1 can be revisited and used
as references.
Click on the Module 3 discussion forum and create a new thread and copy from your word
document and paste in your response. Note you will not be able to see other student posts
until you have posted yours. Please do not attach the word document in your post.
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Learning Ru
ic: Assessment 2: Forum Participation A
Assessment Attributes Fail (Unacceptable) Pass (Functional)
Credit
(Proficient)
Distinction
(Advanced)
High Distinction
(Exceptional)
Applied the consumer
decision- making
model to the analysis
of a commercial
website.
50 %
Little or no evidence of
preparation or
eferencing. Limited
understanding of the
consumer decision
making model and it’s
application to marketing
strategy.
Some evidence of
preparation and
eferencing. Satisfactory
understanding of the
consumer decision making
model and it’s application
to marketing strategy.
Limited use of references.
Good evidence of
preparation and
eferencing. Good
understanding of
the consumer
decision making
model and it’s
application to
marketing strategy.
Good engagement
of references and
coursework
Very good evidence of
preparation and
eferencing. Very good
understanding of the
consumer decision
making model and it’s
application to
marketing strategy.
Very good engagement
of references and
coursework
terminology and theory
over multiple weekly
topics.
High level of
preparation and
eferencing.
Outstanding
understanding of the
consumer decision
making model and
it’s application to
marketing strategy.
Outstanding
engagement of
eferences and
coursework
terminology and
theory over multiple
weekly topics.
Demonstrated an
understanding of
how consumer
ehavior theory can
e applied to
marketing strategy
development by
providing
appropriate
strategic
ecommendations.
25 %
No or limited
understanding of how to
apply the consumer
decision-making model
to marketing strategy
development.
Satisfactory
demonstration of
how to apply the
consumer decision -
making model to
marketing strategy
development.
Good application
of the consumer
decision -making
model to
marketing strategy
development and
ecommendations.
Very good
application of the
consumer decision
-making model to
marketing strategy
development and
ecommendations.
Strategy was well
justified.
Outstanding
application of the
consumer decision
-making model to
marketing strategy
development and
ecommendations.
Strategy was
creative, well
thought out and
had excellent
justification.
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Peer Feedback
.
Provided meaningful
and thoughtful
feedback to at least
two (2) peer
esponses.
25 %
No feedback provided. Minimal feedback
provided
Good peer
feedback provided
and engagement in
the discussion.
Meaningful and
detailed feedback
provided. Very good
engagement in the
discussion forum.
Meaningful and
detailed feedback
provided.
Outstanding
engagement in the
discussion forum.