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Individual Assignment CB Feb 2020
Individual Assignment CB Feb 2020
CLO1 Apply the major behavioural concepts that form the Final Examination
foundation of consumer behaviour (C3, PL02)
CLO2 Identify the decision-making process by which Individual Assignment
consumers arrive at purchase decisions (A4, PL010)
CLO3 Integrate the relevant consumer behavioural theories Individual Assignment
and concepts to design effective marketing strategies
(A4, PL09)
Question Vs Taxonomy
Affective Level
Question
No. Topic 1 2 3 4 5 6 PLO
S
SQ SQ SQ SQ SQ
Q
Decision-Making Process, Role of Motivation,
1 Attitude, Personality, Learning, Effect of Culture 50% 10
and Reference Groups
ASSIGNMENT DETAILS
This is an individual assignment. This assignment will carry 60% of your module marks.
1. Identify the decision-making process by which consumers arrive at purchase decisions. Apply relevant
theories and concepts to business scenarios.
2. Integrate the relevant consumer behavioural theories and concepts to design effective marketing
strategies.
You will be assessed at 100% for this individual assignment and the marks will be weighted at 60% for
the overall marks of this module.
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A.P.U Level 2 Asia Pacific University of Technology and Innovation 122020
BM008-3-2-CB Individual Assignment Page 2 of 6
Introduction
According to the list of topics given below, and using sources such as academic journals, Fortune, Business
Week, the Wall Street Journal, etc., you are to select a “real world” marketing or current consumer
behaviour related issue that interests you. It could also be an organisation or company that interest you. You
should also emphasise under what area the problem or focus is and make sure the issue addresses a specific
topic or a specific area. For example, you may choose a topic related to middle-class consumers and look at
a specific issue such as “Prestige Goods and Ostentatious Consumption” or “Consumer Motivation and
the Phenomenon of Middle Aged Harley Bikers”.
Some examples of consumer behavior issues include: (1) How Do Marketers Shape Young Consumers' Self
Concept?, (2) Which Type of Consumers Collect Certain Products? (e.g. Antique Cars), (3) Understanding the
Psychology and Consumption Behaviour of Malaysians and (5) Experiential Marketing and Appealing to
Consumers' Senses.
You should then analyse, evaluate, and critique the marketing issue in terms of the concepts and theories we
have covered in class. Then, you are to provide your recommendations.
The aim is to analyse the consumer behaviour inherent in some real-world situations and develop marketing
recommendations based on that analysis.
List of Topics
A. Introduction
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Provide a background of the topic and explain the purpose of the study.
You should identify ONE specific consumer behaviour issue that is relevant to the marketing topic you have
chosen. It is important to be quite specific in your problem definition (e.g., Are the issues related to consumer
attitudes, cognitive decision making, or perception?).
The heart of your project is your creative analysis of the basic consumer behaviour issues involved in your
marketing problem. You should identify and apply any THREE (3) relevant concepts, models, and theories
discussed during the semester (e.g. learning, perception, decision-making, learning, motivation, attitude
formation, social influences, etc.). By using these concepts; study, understand and explain the issues you are
focused on.
D. Marketing Recommendations
Be sure to discuss the marketing recommendations that you would make based on your analysis of relevant
consumer behaviour phenomena. For instance, how would you package your product in a way that maximises
impact given what you know about attention and perception? How would you promote your product given the
level of involvement your target market has in your product and the decision-making process your target
consumers follow? How should companies change their marketing strategies to improve product positioning,
enhance the consumer experience with the product, and enhance their level of satisfaction?
Conclude by considering the implications of your analysis, discussion or recommendations for marketers and
consumers. What does your recommendation imply, or involve, or suggest? For example, your
recommendations may be unconventional and require further research by others. The conclusion might make a
new but related point that the ideas, on the whole, suggest that such an integration is (or isn't) possible for the
problem identified. Avoid summarising your research paper.
You will be evaluated on your choice of consumer behaviour issues being relevant to the marketing problem,
the use of specific concepts from the textbook and class discussions, and the strategies that you recommend.
Assume that the audience for your paper has read the textbook and other readings for this module and attended
the class lectures/discussions.
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A.P.U Level 2 Asia Pacific University of Technology and Innovation 122020
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Marks allocation
A. Introduction 10 marks
B. Identification of the problem or issues of 30 marks
consumer behaviour aspects
C. Analysis of consumer behaviour issues 30 marks
including application of relevant theories
D. Marketing conclusion and recommendations to 20 marks
resolve the consumer behaviour problem
E. Usage of appropriate citation and reference 10 marks
according to Harvard Referencing Style.
Total 100 marks
Requirements
Style
You are to write the citations and references following the Harvard Referencing Style.
You are required to use Times New Roman as the font type
Your headings and subheadings need to be presented in font size 16 and font size 14 respectively.
Other writing will be in font size 12.
Vertical/line spacing is to be 1.5 line spacing.
You are required to provide page numbers to your pages.
You need to provide line spacing between paragraphs.
IMPORTANT NOTE: In order to provide quality work, you should not limit your references to only web
sources. Your writing should include references to academic journal (electronic or non-electronic) and special
report.
Assignment Structure
Your document should incorporate the following items:
A cover page
Table of contents
Content (with proper headings and subheadings)
References
Appendix optional)
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Documentation Requirements
Cover Page
The assignment cover page should contain information as stated below in order:
APU Logo
Assignment Description (Individual Assignment)
Assignment Title (follow the title stated in the question)
Student Name
Student Id No.
Module Name and Code
Lecturer Name
Intake Number
Submission Date
Word Count
Originality
You must use enough of your own words to convince that you understand what you are writing. There must be
evidence of originality in your writing reflected by the effort of paraphrasing and the use of own personal
expression in your analysis and evaluation. You should not submit a “copy and paste” work as you may only be
awarded at most a PASS even though proper citations and references are given.
- Evidence of research effort from the number of relevant references exceeding the
minimal requirements of the assignment.
- Evidence of a high degree of depth in analysis and evaluation.
Distinction
- Excellent use of language with minimal or no grammatical errors and spelling
75% and
mistakes.
above
- The answer shows the competent reference to different concepts.
- Format is followed properly and both citations and references are written in consistent
manner in adherence to Harvard Referencing Style.
Credit - Good knowledge and understanding of the theories and concept of the module. Both
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