| 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 |
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.
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:
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.
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 aid 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 citation and referencing.
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 assignment submissions in accordance with Table 1 unless approval in advance has been granted.
For more information, please read the full policy by visiting the following site: https://www.kbs.edu.au/admissions/forms-and-policies
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.
The answers to these questions can be accessed at https://www.kbs.edu.au/about-us/school-policies.
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
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 (GenerativeAI) usage |
Evidence Required | This assessment (✓) |
Level 1 |
Prohibited:
No GenerativeAI 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 GenerativeAI for research and content generation that is appropriately referenced.
See 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 GenerativeAI.
https://library.kaplan.edu.au/referencing- other-sources/referencing-other-sources- generative-ai
In addition, you must include an appendix that documents your GenerativeAI collaboration including all prompts and responses used for the assessment.
Unapproved use of generative AI as per assessment details during the content generation parts 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. |
V |
Level 3 |
Compulsory:
You must use GenerativeAI to complete your assessment
See assessment instruction 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 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 GenerativeAI.
https://library.kaplan.edu.au/referencing- other-sources/referencing-other-sources- generative-ai
In addition, you must include an appendix that documents your GenerativeAI collaboration including all prompts and responses used for the assessment.
Unapproved use of generative AI as per assessment details during the content generation parts 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. |
MBA404 Assessment 3 Marking Rubric – Strategic Proposal 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% | ||||||
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 decision-making 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 decision-making 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. | You critically evaluated 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. | |
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. | You proposed excellent strategic recommendations by supporting them with an extensive selection of scholarly literature and demonstrating an expert 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 in-text citations and a reference list, citing sources, including GenAI- generated content, used for the assessment. | You prepared and used excellent presentation slides that enhanced the quality of the recording and delivery of your video, providing thorough in-text citations and a reference list, citing sources, including GenAI- generated content, used for the assessment. | |
| Feedback and grades will be released via MyKBS. | |||||||
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