BMK1005 MARKETING FUNDAMENTALS

BMK1005 Marketing Fundamentals

Individual Assignment

Unboxing: The Consumer Journey Adventure

Learning Outcomes

By completing this assignment, students will learn to:

• Identify marketing activities in their daily lives.

• Describe the stages of the consumer purchase decision process in their decision-making.
• Explain the major factors that influenced their decision-making process.
• Review the level of involvement in their decision-making process.
• Link the concepts of segmentation, targeting and positioning to their decision from the
perspective of a consumer.
• Produce a short-form video (reel) to present their findings.

Assignment brief:

In this assignment, you are to explore and analyze the consumer purchase decision process involved
in adopting a new product or incorporating a new element into your daily lifestyle. You will assume
the role of a consumer.

Deliverables:

• Select a New Element in Your Daily Life: Choose a new product, hobby, activity, educational
selection, or technology that you have recently incorporated into your daily routine or lifestyle.
This could be something related to your interests, hobbies, personal growth, educational or
professional development. Briefly explain why you chose this element.

• Analyze the Decision-Making Process: Discuss each stage of the consumer purchase decision
process that led to your adoption of the chosen new element.

• Identify Factors Influencing Your Decision: List out the major factors that influenced your decision
at each stage of the process. Consider the psychological, situational, personal and social-cultural
influences that shaped your decision-making.

• Reflect on Your Decision Process: Reflect on whether you consciously followed the traditional
stages of the consumer buyer decision process when adopting the new element into your
lifestyle. Explain why you did or did not adhere to each stage.
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Use of Generative AI in Assessments

In this subject, you can use generative artificial intelligence (GenAI) to assist you in any way. Any use
of generative AI must be appropriately acknowledged.

A Declaration of Originality Form must be submitted at the end of your submissions if you had utilized
any GenAI tools. Please complete this declaration even if you did not utilize any GenAI tools.

Please use Appendix A – Declaration of Originality Form.

Submission Format of Individual Assignment

File Format: MP4 (preferred), MOV.

Recommended resolution: 1080p (1920 x 1080 pixels).

Acceptable aspect ratios: 4:3 (standard) or 1:1 (square) for specific platforms like Instagram.

Maximum duration: 3 minutes.

Maximum file size: 500 MB.

You are encouraged to review your short-form video for any technical issues, such as audio/video
synchronization problems, visual artifacts, or playback errors, before submission.

Late submissions will be penalized.

Submission of Individual Assignment in Brightspace (TP LMS) – due Saturday, 01 Jun 2024, 11:59pm

Late Submission:

20% penalty of maximum marks will be imposed for each day of late submission. Beyond the fifth day,
it is non-submission and students will receive zero mark. Depending on the subject matter, late
submission penalties could be more severe as decided by the subject team.
 BMK1005 MARKETING FUNDAMENTALS

Individual Assignment Marking Rubrics

Task Criteria Marks Grade A Grade B Grade C Grade D Grade F

Selection of a Coherence 10 Clear and Adequate Explanation of the Explanation of Unclear
New Element logically explanation of the chosen new the chosen new explanation of the
in Your Daily structured chosen new element is element lacks chosen new
Life explanation of element with somewhat coherence and element
the chosen new coherence coherent, but lacks logical structure
element depth and may
have minor
inconsistencies
Analyze the Depth of Analysis 40 Exceptionally Detailed analysis Adequate analysis Limited analysis The analysis does
Consumer detailed analysis of each stage of of each stage of the of each stage of not explain how
Buyer of each stage of the decision- decision-making the decision- each stage led to
Decision the decision- making process, process, with some making process, the adoption of
Process making process, with coherent articulation and with unclear the new element,
with clear articulation and exploration of articulation and with poor
articulation and exploration of factors minimal articulation and no
thorough factors exploration of exploration of
exploration of factors factors
factors
Identify Comprehensiveness 20 Identification of Identification of Identification of Identification of Identification of
Factors psychological, psychological, psychological, psychological, psychological,
Influencing situational, situational, situational, situational, situational,
Your Decision personal, and personal, and personal, and personal, and personal, and
socio-cultural socio-cultural socio-cultural socio-cultural socio-cultural
influences is influences is influences is influences is influences is
relevant, well- evident, though present but lacks minimal and lacks irrelevant or
supported and may lack some depth depth absent.
thorough depth in
exploration
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Reflection on Insightfulness 25 Reflection is Reflection is Reflection is basic, Reflection is Reflection is

the Decision thoughtful and insightful, demonstrating a superficial, absent or
Process introspective, demonstrating a basic demonstrating a inadequate,
demonstrating a good understanding of limited demonstrating a
deep understanding of the decision- understanding of lack of
understanding of the decision- making process. the decision- understanding of
the decision- making process. Reasons for making process. the decision-
making process. Reasons for adherence to or Reasons for making process.
The reasons for adherence to or deviation from adherence to or Reasons for
adherence to or deviation from each stage are deviation from adherence to or
deviation from each stage are provided but may each stage are deviation from
each stage are explained lack depth. vague or unclear. each stage are not
clearly explained adequately. provided.
and supported.
Presentation Engagement 5 The video is The video The video keeps The video The video is
of Short-form exceptionally demonstrates the audience struggles to incomprehensible
Video engaging, strong moderately maintain or absent. There is
captivating engagement, engaged with audience interest no evidence of
attention maintaining decent storytelling, with unclear clarity,
throughout with audience interest some interactive storytelling, engagement,
coherent with coherent elements, and mundane creativity, or
storytelling, and storytelling, and satisfactory elements, and organization.
outstanding clear communication of limited
engagement; It communication of the findings interactivity;
effectively the findings; It Communication
communicates effectively of the findings is
the findings with engages the lacking.
a profound audience,
impact on the ensuring the
audience, leaving message is
a lasting conveyed
impression effectively
 BMK1005 MARKETING FUNDAMENTALS

Appendix A

Diploma in Marketing

[Title of Subject/Assignment]

AY2024/2025 APR SEMESTER

Declaration of Originality
We are the originator of this work and we have appropriately acknowledged all other
original sources used as our reference for this work.
We understand that Plagiarism is the act of taking and using the whole or any part of
another person’s work, including work generated by AI, and presenting it as our own.
We understand that Plagiarism is an academic offence
and if we are found to have committed or abetted the offence of plagiarism in relation
to this submitted work, disciplinary action will be enforced.

Full Name Admin No Signature

Tutorial Group: Tutor:

 BMK1005 MARKETING FUNDAMENTALS

Declaration on the use of Generative AI tools for assignments

Describe how you have used Generative AI tools such as ChatGPT or Dall.E-2
in your assignment.

Show snapshots of the conversations with the AI tool (i.e., the prompts you
used and the response you get from the AI tool).

How to indicate the reference?

The content generated by AI tools are not retrievable except by the user who
generated them, so they are considered non-recoverable sources. For non-
recoverable sources:

• do not include in a reference list

• cite within the text as personal communications or correspondence

Based on APA 7th edition referencing format,

(Communicator, personal communication, Month Day, year)

E.g. (Paraphrase from OpenAI's ChatGPT AI language model, personal

communication, March 8, 2023).

Important Note:

• Do not copy answers produced by the AI tool in totality as it is considered as

plagiarism.

• Do not rely on any information produced by the AI tool blindly. You should
always verify the answer with other sources. Do not assume that these answers
provided by the AI tool are correct.

• To achieve quality outputs from the AI tool, you should provide good prompt
that is clear and specific. Be precise and provide context. Avoid asking open-
ended questions.