Subject Code: MBA404 Subject Name: Consumer Behaviour and Marketing Psychology Assessment Title Strategic Proposal Assessment Type: Length: Individual v
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
Subject Code: MBA404
Subject Name: Consumer Behaviour and Marketing Psychology
Assessment Title Strategic Proposal
Assessment Type:
Length: Individual video recording 10 minutes (no more) Weighting: 40% Total Marks: Submission: 100 Online Due Date: Week 13
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 ('Act'). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Your task
Individually, you are required to record a 10-minute video in which you must propose strategic recommendations based on the work your group produced in the second assessment.
Assessment Description.
This is the final assessment, where students will leverage their skills to analyse the key factors that influence consumer behaviour and assess diverse perspectives using the information gathered in the second assessment. This assessment will demonstrate students' ability to devise strategic marketing solutions to tackle consumer behaviour challenges.
Assessment Instructions
To begin working on your proposal, you must review the communication mix examples of the product or service your group analysed in the second assessment. You can access these examples from the 'Campaign sample' button in the subject assessments tab on MyKBS. The system will then guide you through several prompting steps to reveal specific campaign details. It is important to note that these examples will not be available until the start of week 10.
Once you have reviewed examples, you are to presume that you have just been asked by the company that makes/produces this product or service to prepare a 10-minute proposal in which you must:
- evaluate examples to determine 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.
- propose three strategic recommendations addressing any message inconsistencies you identify in light of your group's pitch (i.e., the sample survey data from the second assessment). You must incorporate recent scholarly literature to justify your proposed recommendations, and these recommendations should not include pricing, quality, manufacturing, or operational improvements.
In addition to your group's pitch, you must use at least five (5) sources of information. 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 slides (not included in the word limit). Wikipedia and other 'popular' sites are not to be used.
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 ('Act'). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Finally, make sure your analysis connects to the key theories and concepts from Weeks 1 to 12 of the subject. This will demonstrate that you can apply what you have learned in class to a real-world business situation.
Ethical Use of Generative Artificial Intelligence
The assessment tasks in this subject require you to demonstrate your learning, and while the use of generative artificial intelligence is not prohibited at Kaplan Business School, it is important to understand that information generated by GenAI tools, such as ChatGPT, Copilot, and DALL-E, may be unreliable, inaccurate, and incorrect.
Therefore, you must ensure you use these tools cautiously and only as an aiding tool to help you find relevant sources of information or form an understanding of a concept or theory. In doing so, you must acknowledge GenAI use via appropriate in-text citations and references.
If you choose to use generative AI (GenAI) to support your research or idea development, you must record all prompts and responses in a simple table. This is important for academic transparency and will help your workshop facilitator understand how the AI tool contributed to your work. You may use the example below or create your own easy-to-read format:
| Prompt Number | Date | AI Tool Used | Prompt Provided | AI Response (Summary) |
|---|---|---|---|---|
| 1 | ||||
| 2 | ||||
| 3 |
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.
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 ('Act'). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Important Study Information
Academic Integrity and Conduct 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.
Please read the policy to learn the answers to these questions:
- What is academic integrity, and what is misconduct?
- What are the penalties for academic misconduct?
- How can I appeal my grade?
Late submission of assignments (within the Assessment Policy)
Length Limits for Assessments
Penalties may be applied for assessment submissions that exceed prescribed limits.
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. Further details can be accessed at https://elearning.kbs.edu.au/course/view.php?id=1481.
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 ('Act'). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Generative AI Traffic Lights
Please see the level of Generative AI that this assessment has been designed to accept:
| Traffic Light | Amount of Generative Artificial Intelligence (Generative AI) usage | Evidence Required | This assessment (✓) |
|---|---|---|---|
| Level 1 Prohibited: No Generative AI allowed. This assessment showcases your individual knowledge, skills and/or personal experiences in the absence of Generative AI support. | The use of generative AI is prohibited for this assessment and may potentially result in penalties for academic misconduct, including but not limited to a mark of zero for the assessment. | ||
| Level 2 Optional: You may use Generative AI for research and content generation that is appropriately referenced. See the assessment instructions for details. This assessment allows you to engage with Generative AI as a means of expanding your understanding, creativity, and idea generation in the research phase of your assessment and to produce content that enhances your assessment. I.e., images. You do not have to use it. | The use of GenAI is optional for this assessment. Your collaboration with GenerativeAI must be clearly referenced, just as you would reference any other resource type used. Click on the link below to learn how to reference Generative AI. https://library.kaplan.edu.au/referencing-othersources/referencing-other-sources-generative-ai In addition, you must include an appendix that documents your Generative AI collaboration, including all prompts and responses used for the assessment. Unapproved use of generative AI as per assessment details during the content-generation part of your assessment may potentially result in penalties for academic misconduct, including but not limited to a mark of zero for the assessment. Ensure you follow the specific assessment instructions in the section above. | ✓ | |
| Level 3 Compulsory: You must use Generative AI to complete your assessment. See the assessment instructions for details. This assessment fully integrates Generative AI, allowing you to harness the technology's full potential in collaboration with your own expertise. Always check your assessment instructions carefully as there may still be limitations on what constitutes acceptable use, and these may be specific to each assessment. | You will be taught how to use generative AI and assessed on its use. Your collaboration with Generative AI must be clearly referenced, just as you would reference any other resource type used. Click on the link below to learn how to reference Generative AI. https://library.kaplan.edu.au/referencing-othersources/referencing-other-sources-generative-ai In addition, you must include an appendix that documents your Generative AI collaboration, including all prompts and responses used for the assessment. Unapproved use of generative AI as per assessment details during the content-generation part of your assessment may potentially result in penalties for academic misconduct, including but not limited to a mark of zero for the assessment. Ensure you follow the specific assessment instructions in the section above. |
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 ('Act'). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
MBA404 Assessment 3 Marking Rubric – Strategic Proposal 40%
| Marking Criteria (__/100) | F (Fail) 0 – 34% | F (Fail) 35 – 49% | P (Pass) 50 – 64% | C (Credit) 65 – 74% | D (Distinction) 75 – 84% | HD (High Distinction) 85 -100% |
|---|---|---|---|---|---|---|
| Evaluation __/40 marks | You explained examples by demonstrating an emerging 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 analysed 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 decisionmaking processes. | You evaluated some of the 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 decisionmaking processes. | You evaluated most of the 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 evaluated all 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. | |
| Recommendations __/40 marks | You proposed generic recommendations by supporting them with a suitable selection of scholarly literature and 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 and 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 and 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 and 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 and demonstrating a sufficient understanding of consumer behaviour's strategic marketing issues. | |
| Format, in-text citations and reference list, and ethical use of GenAI __/20 marks | You prepared and used generic presentation slides that aid the recording and delivery of your video in a limited way, providing only a few in-text citations and a reference list, citing sources, including GenAI-generated content, used for the assessment. | You prepared and used generic presentation slides that adequately aid the recording and delivery of your video, providing only a few in-text citations and a reference list, citing sources, including GenAI-generated content, used for the assessment. | You prepared and used detailed presentation slides that adequately aid the recording and delivery of your video, providing many in-text citations and a reference list, citing sources, including GenAI-generated content, used for the assessment. | You prepared and used detailed presentation slides that sufficiently aid the recording and delivery of your video, providing many in-text citations and a reference list, citing sources, including GenAI-generated content, used for the assessment. | You prepared and used detailed presentation slides that comprehensively aid the recording and delivery of your video, providing thorough intext citations and a reference list, citing sources, including GenAI-generated conten |
