Tutorial activities: 3 quizzes (15%)
Each test will cover material from the preceding weeks only. A mixture of multi-choice and open-ended questions. Each test will take 20 minutes
Individual assignment (10%)
Why Consumer Behaviour?
Due date: 6:00 pm Monday 19 March 2018
Word limit 1000 words
Submission: To Turnitin via Moodle course website
The first assessment is designed to ensure that you have an appreciation of the value
of exploring consumer behaviour.
Task, select an Australian-based organisation with which you are familiar. Using appropriate resources including the textbook, academic articles and industry information answer the following questions:
What is consumer behaviour?
How is understanding your customers of value to your organisation?
The aim is for you to explain to the management of the organisation why they need to invest in researching their customers. Use theory and real-world examples to illustrate your points.
Report format is appropriate, with subheadings to show changes in topic. Fully referenced using Harvard style.
An ideal assignment is your opinion, supported by evidence from respected/reliable sources, expressed in your own words, and fully referenced as to the source of ideas,facts and quotations. ‘In your own words’ is critical in displaying your understanding of the material, rather than being expert at copy and paste.
Any use of Wikipedia as a source for the assignment will result in an automatic zero mark, as it is not a reliable source.
Use Turnitin to check that you have fully paraphrased all your material.
Group Project (30%)
Critical and creative thinking
There will be an end-term group project intended to illustrate important concepts and
procedures. It will give you hands-on experience in using the theoretical concepts you learn in class in the current business environment. You will be assigned to a group of 5 to 6 individuals at the beginning of the term. The project will require you to imagine that you have just been hired by a marketing consulting firm headquartered in Sydney. The firm specialises in consumer research and for your first project, you have been asked you to provide consulting services regarding a client’s fast moving consumer good category (e.g., soda beverage, toothpaste, shampoo etc.).
You should choose your brand/ product category as soon as possible and hand it in class
in week 7 (when it is due and will be approved). If more than one group chooses the same brand/ product category for their project, it will be awarded to the group that approached first and the second team will need to use an alternative. Briefing documents with complete details will be provided on Moodle. Project report will be due in class on May 25th. Below are some more details:
Final report should be a distillation of your research and analysis, taking no more
than 5 pages (single-sided, 12-point font, 1.5-spaced; not including appendices). A printed copy of your written report should be handed in at the start of the class on May 25th, accompanied by a signed Assignment Cover Sheet
Please attach required appendices including copy of the survey, worksheet with data,sample calculations (more details will be provided with the project description). In addition, you will be required to submit a copy of your report through Turnitin via Moodle. Only one person should submit on behalf of their group and it must be uploaded before 6 pm on May 26th. Excessive use of non-original work will result in penalties. Paraphrase completely and reference every source
Tips for Group Work
Past experience has shown that effective groups are those that are able to:
develop and follow a work plan;
divide the work according to each member's strengths, and as evenly as possible;
encourage open communication, participation and the sharing of ideas; and