MBA404 Consumer Behavior Assessment:
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Assessment 3 Information
| Subject Code: | MBA404 |
| Subject Name: | Consumer Behaviour and Marketing Psychology |
| Assessment Title: | Strategic Pitch |
| Assessment Type: Length: | Individual video recording with accompanying slides 8 minutes (no more) |
| Weighting: | 40% |
| Total Marks: Submission: | 100 Online |
| Due Date: | Week 13 |
Your task
Individually, you are required to record an 8-minute video, in which you must pitch strategic recommendations based on the critical examination of the chosen product or service integrated marketing campaign and critical analysis of the findings you have prepared in the first and second assessments.
Assessment Description
This MBA404 Consumer behavior Assessment is a culmination piece in which students will be given an opportunity to combine the information they have accumulated in the first and second assessments. In doing so, students will practice criticising and synthesising differing approaches to explaining consumers’ behaviour towards products or services and marketing communications by demonstrating their understanding and ability to explain the strategic marketing issues relating to consumer behaviour.
Assessment Instructions
To start preparing this pitch, you must conduct extensive online research to find at least five recent examples of your chosen product’s or service’s communication mix, including traditional elements and digital platforms. The examples must be relevant to the country where you have purchased this product or service. For example, if you bought your chosen product or service in Australia, you must focus on Australian integrated marketing communication. Use the information you have gathered in the second step of the consumer decision-making process that you prepared in the first assessment as the starting point.
Once you have found the required examples, you are then to presume that you have just been asked by the company that makes/produces your chosen product or service that you analysed in your earlier assessments to prepare an 8-minute pitch in which you must:
- Critically evaluate the company’s communication mix, including traditional elements and digital platforms, by presenting at least five found examples and examining how they target consumers’ attitudes, culture, family influences, group and individual differences, social class, consumer learning processes, and personal buying decision-making processes. Please note that not all these topics may apply to your product or service.
- Critically evaluate whether the company’s communication mix demonstrates a strong or weak alignment to your findings in the first and second assessments (i.e., How do the survey sample results compare to why you have purchased this product or service? What are the similarities and differences, and why do you think this might be the case? What effect did the company’s communication mix have on your and the survey respondents’ consumer decision-making processes?). Please support your evaluation with your work in the first and second assessments.
- Propose three strategic recommendations to address previously identified weak alignment OR ways to strengthen the strong alignment you specified in the previous section. You must incorporate recent scholarly literature to justify your proposed recommendations. These recommendations should not include pricing, quality, manufacturing, or operational improvements.
In addition to your written analysis and survey results, you must use at least ten (10) sources of information and reference these in accordance with the Kaplan Harvard Referencing Style. These may include websites, social media sites, industry reports, census data, journal articles, and newspaper articles. These references should be presented as in-text citations and a reference list at the end of your video. Wikipedia and other ‘popular’ sites are not to be used.
Assessment Submission
Students are encouraged to submit their work well before the deadline to avoid technical difficulties. For students with limited experience in video-making techniques and submission, it is recommended to read the ‘Help with Kaltura video upload’ resource available to you under the assessments tab in MyKBS.
Late assignment submission penalties
Penalties will be imposed on late MBA404 Consumer behavior Assessment 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 by clicking here.
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:
Time Limits for Video Assessments
Submissions that exceed the time limit 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 3 Marking Rubric – Strategic Pitch 40%
| Marking Criteria ( /100) | F (Fail) | P (Pass) 50 – 64% | C (Credit) 65 – 74% | D (Distinction) 75 – 84% | HD (High Distinction) 85 -100% | ||
| 0 – 34% | 35 – 49% | ||||||
| Critical evaluation: Examples /25 marks | You analysed a few relevant communication mix examples by demonstrating a limited understanding of how they target consumers’ attitudes, culture, family influences, group and individual differences, social class, consumer learning processes, and personal buying decision-making processes. | You evaluated several relevant communication mix examples by demonstrating a developing understanding of how they target consumers’ attitudes, culture, family influences, group and individual differences, social class, consumer learning processes, and personal buying decision-making processes. | You critically evaluated several relevant communication mix examples by demonstrating an adequate understanding of how they target consumers’ attitudes, culture, family influences, group and individual differences, social class, consumer learning processes, and personal buying decision- making processes. | You critically evaluated several relevant communication mix examples by demonstrating a sufficient understanding of how they target consumers’ attitudes, culture, family influences, group and individual differences, social class, consumer learning processes, and personal buying decision-making processes. | You critically evaluated all relevant communication mix examples by demonstrating a sufficient understanding of how they target consumers’ attitudes, culture, family influences, group and individual differences, social class, consumer learning processes, and personal buying decision-making processes. | You critically evaluated an extensive range of communication mix examples by demonstrating an expert understanding of how they target consumers’ attitudes, culture, family influences, group and individual differences, social class, consumer learning processes, and personal buying decision- making processes. | |
| Critical evaluation: A1 and A2 /25 marks | You identified several similarities or differences to explain whether the communication mix examples demonstrate a strong or weak alignment to your findings in the first and second assessments. | You identified several similarities or differences to evaluate whether the communication mix examples demonstrate a strong or weak alignment to your findings in the first and second assessments. | You compared several relevant similarities or differences to critically evaluate whether the communication mix examples demonstrate a strong or weak alignment to your findings in the first and second assessments. | You compared the most relevant similarities and differences to critically evaluate whether the communication mix examples demonstrate a strong or weak alignment with your findings in the first and second assessments. | You compared relevant similarities and differences to critically evaluate whether the communication mix examples demonstrate a strong or weak alignment to your findings in the first and second assessments. | You expertly compared relevant similarities and differences to critically evaluate whether the communication mix examples demonstrate a strong or weak alignment to your findings in the first and second assessments. | |
| Recommendations /30 marks | You proposed generic recommendations by supporting them with a suitable selection of scholarly literature demonstrating a limited understanding of consumer behaviour’s strategic marketing issues. | You proposed somewhat viable but not strategic recommendations by supporting them with a suitable selection of scholarly literature demonstrating a developing understanding of consumer behaviour’s strategic marketing issues. | You proposed mostly viable strategic recommendations by supporting them with a suitable selection of scholarly literature demonstrating an adequate understanding of consumer behaviour’s strategic marketing issues. | You proposed mostly viable strategic recommendations by supporting them with a suitable selection of scholarly literature demonstrating a sufficient understanding of consumer behaviour’s strategic marketing issues. | You proposed viable strategic recommendations by supporting them with a suitable selection of scholarly literature demonstrating a sufficient understanding of consumer behaviour’s strategic marketing issues. | You proposed excellent strategic recommendations by supporting them with an extensive selection of scholarly literature demonstrating an expert understanding of consumer behaviour’s strategic marketing issues. | |
| Visual aids and video delivery /15 marks | You prepared and used generic PowerPoint slides that aid the recording and delivery of your video in a limited way. | You prepared and used generic PowerPoint slides that adequately aid the recording and delivery of your video. | You prepared and used detailed PowerPoint slides that adequately aid the recording and delivery of your video. | You prepared and used detailed PowerPoint slides that sufficiently aid the recording and delivery of your video. | You prepared and used detailed PowerPoint slides that comprehensively aid the recording and delivery of your video. | You prepared and used excellent PowerPoint slides that enhanced the quality of the recording and delivery of your video. | |
| In-text citations and referencing /5 marks | Neither in-text referencing nor reference list adhere to Kaplan Harvard Referencing Style. | In-text referencing or the resultant reference list adheres to Kaplan Harvard Referencing Style, with many errors. | Both in-text referencing and the resultant reference list adhere to Kaplan Harvard Referencing Style, with many errors. | Both in-text referencing and the resultant reference list adhere to Kaplan Harvard Referencing Style, with some errors. | Both in-text referencing and the resultant reference list adhere to Kaplan Harvard Referencing Style, with only occasional minor errors. | Both in-text referencing and the resultant reference list adhere strictly to Kaplan Harvard Referencing Style, with no errors. | |
| Feedback and grades will be released via MyKBS. | |||||||
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