| Unit Code | MCX005 | Total Weight | 30% |
| Unit Name | Accounting Systems and Processes | Total Marks | 30/100 |
| Assessment Number | 2 | Due Week | 8 |
| Assessment Name | Induvial Observation Report | Due Date (Please note relevant time-zone) | Sunday, 20 March 2026, 11:59pm (AEDT) |
| Assessment Type | Single submission | Word Count/Length (+/- 10%) | Report: 1800 words |
| File type: | Word, PPT | Rubric | Available in Moodle |
1. Assessment Task: You will analyse an Australian retailer's marketing effectiveness by experiencing their brand as a real customer. This hands-on assessment requires you to visit stores, make a purchase, engage with their digital platforms, and document your personal customer journey experience. Key Requirement: You must personally experience the brand through actual visits, purchases, and interactions - this cannot be completed through online research alone, |
2. Assessment Instructions: Company Selection Choose ONE retailer from the list below. All have accessible locations in major Australian cities: Harvey Norman – Electronics and appliances retail chain. The Good Guys – Consumer electronics and home appliances retailer. Sportsgirl – Youth-focused fashion retailer. Witchery – Mid-market fashion. Top Juice – Juice and smoothie bars. Priceline Pharmacy – National health and beauty/pharmacy chain. Mitre 10 – Hardware/home improvement chain. Big W – Discount department store (Woolworths Group). Coles Express / EG Ampol – Fuel and convenience-store. Subway – International fast-food sandwich chain. Domino's Pizza – Quick-service pizza. Officeworks – Big-box office supplies and tech accessory. Target – Discount department store covering apparel, homewares and general merchandise. Email your lecturer to confirm your selection by Week 4 Required Experiences (You Must Complete ALL) 1. Store Visit & Purchase Experience You are required to visit 2 store location (for minimum 30 minutes) and make and an actual purchase (minimum $10 value - keep receipt). While in the store you are to observe and document store environment, customer service, checkout process plus take 6-8 photographs of marketing displays, signage, layout (where permitted) 2. Digital Platform Engagement You need to visit company website and browse for 20 minutes minimum and follow on at least 1 social media platform (Instagram, Facebook, or TikTok) for 2 weeks and document your observations with screenshot (6-8 examples) of their digital marketing content You need to actually test customer service via website chat, email, or phone (ask one genuine question) and document you findings. 3. Customer Journey Documentation Using the Buyer Behaviour model (from week 2) map your complete experience from awareness through post-purchase. At each touchpoint record your emotional responses and document any follow-up communications you receive after purchase. Report Structure & Word Allocation 1. Executive Summary (150 words) Brief overview of your chosen retailer and methodology noting your key findings from your personal customer experience and one main recommendation that could be the center of your assessment 3. 2. Physical Store Experience Analysis (600 words) Store Environment & Marketing: This section should describe what you observed on you visits in relation to store layout, visual merchandising, store atmosphere, in-store marketing materials and promotional displays Compare and contrast any changes in customer flow and shopping experience design between your two visits. Evidence: Include 6-8 labelled photographs Customer Service Experience: In this section you report on the quality of staff interactions and product knowledge and issues with checkout process efficiency and payment options, the overall service quality and brand consistency and any upselling or cross-selling attempts observed. 3. Digital Experience Analysis (500 words) In this section you need to report what you observers in relation to their website functionality, noting things like: user experience and ease of navigation, product information quality and purchase process, and reflect on the integration between online and offline channels This section is where you report on your observations on the company's social media presence. Topics to be reflected on here include their content strategy and posting frequency (based on 2-week following), and brand personality and messaging consistency. Evidence: Include 4-5 screenshots with analysis 4. Personal Customer Journey Mapping (400 words) In this section you need to report what you experienced the full three stages of the customer journey of Pre-Purchase Phase, Purchase Experience and Post-Purchase Experience in detail showing insight. 5. Marketing Effectiveness Assessment In this section you need to provide two specific recommendations for improvement based on gaps or issues you personally experienced. Importantly you need to support you view with marketing theory from course readings and include realistic, personalised, practical and implementable suggestions. |
3. Formatting & Submission Requirements: Evidence Portfolio (Appendices) Required Documentation: 1. Store Photos or drawings: 6-8 images with descriptive captions 2. Purchase Receipt: Evidence of actual transaction (can redact prices) 3. Digital Screenshots: 4-5 examples of website/social media content 4. Customer Journey Map: Simple visual timeline of your experience 5. Observation Notes: Key points from store visit and digital interactions Academic Integration: • Minimum 5 academic references from marketing literature • Course Theory Application: Connect findings to Kotler textbook concepts • Marketing Framework Use: Apply models like 4Ps, Customer Journey, Brand Experience Documentation Tips: Photography: Only where permitted; focus on marketing elements not customers Note-taking: Use phone notes app to record observations immediately Screenshots: Capture diverse content types (posts, website pages, customer service chats) Organisation: Label all evidence with date, time, and location Professional Conduct: Be respectful during all interactions You may identify yourself as a student if asked, but it's not required Follow store policies regarding photography Ask genuine questions during customer service interactions |
Marking Criteria
| Criteria | Excellent (85-100%) | Good (70-84%) | Satisfactory (60-69%) | Developing (50-59%) | Unsatisfactory (<50%) |
| Quality of Personal Experience Documentation (35%) | Comprehensive, detailed documentation of authentic experiences with rich evidence | Good documentation with adequate evidence of personal experiences | Satisfactory evidence of personal engagement with some gaps | Basic documentation with limited evidence | Poor or insufficient evidence of actual experiences |
| Analysis of Customer Experience (30%) | Insightful analysis showing deep understanding of customer perspective and journey | Good analysis with clear customer insights | Adequate analysis of customer experience | Basic customer experience understanding | Weak or superficial analysis |
| Application of Marketing Theory (20%) | Sophisticated integration of course concepts with personal observations | Good connection between theory and experience | Adequate theory application | Basic theory integration | Little or no marketing theory applied |
| Communication & Evidence Presentation (15%) | Exceptional writing with well-integrated visual evidence | Clear communication with good use of evidence | Adequate communication and evidence use | Basic communication with some issues | Poor communication and presentation |
| 4. Important Information (do not edit this section) |
Academic Integrity Academic Integrity Policy Assessment Policy Academic Misconduct Procedure | Academic Integrity: • Students must adhere to UBSS' academic integrity policies in completing all assessments. The work submitted must be original. Pleas acknowledge all sources of material in an accepted academic referencing style. You need to paraphrase/rewrite and comment on others' information in your own words. • Please do not share any part(s) of your work with any other students for a single assessment or outside your group for a group assessment. |
| Referencing | Referencing: • In-text referencing is required for all sources used and a complete • References list (presented at the end of your report) must be provided. • Suggested referencing style: Harvard. Appropriate referencing and proper and insightful use of references are essential. Reports that provide inadequate, improper, or no references will be graded accordingly within the rubric. |
| Use of AI | Acceptable use of AI: The use of generative AI tools (e.g. ChatGPT, Grammarly, Quillbot etc.) is permitted in this unit for the following activities: • Brainstorming and refining your ideas. • Paraphrasing. • Proofreading • Finding information on your topic. • Drafting an outline to organize your thoughts. • Checking grammar and style. • Fine tuning your research questions. Unacceptable use of AI: The use of generative AI tools is not permitted in this subject for the following activities: • Impersonating you in classroom contexts, such as by using the tool to compose discussion board prompts assigned to you or content that you put into a Blackboard Collaborate chat. • Completing group work that your group has assigned to you, unless it is mutually agreed upon that you may utilize the tool. • Writing a draft of an assignment or essay. • Writing entire sentences or paragraphs to complete class assignments or other assessable submissions. Academic honesty is required in all assessable submissions by students. As AI is an evolving technology, please ensure that you carefully review the AI-related information you include in your unit outline/s every trimester. |
| Late Submission | Late submission penalty: Late penalties apply to late assessment submission (5% per day, up to 7 calendar days or 35%) as outlined in the assessment procedure. |
| Student Support | Student Support: 1. Seek assistance when needed, utilizing the various student support services available. 2. Students have access to online library resources to support research requirements. 3. Students should familiarise themselves with basic WHS information, including emergency procedures and incident reporting. 4. Students wishing to make a complaint or lodge a formal appeal should follow the procedures in the GCA Grievance and Appeals (Academic) Policy. By maintaining these standards, students contribute to a positive learning environment and uphold the reputation and value of their qualification. Failure to meet these standards may result in academic penalties as outlined in GCA's policies. For any questions or concerns regarding academic standards, please contact the unit coordinator or refer to the resources provided above. |
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Unit: MCX005 – Accounting Systems and Processes
Assessment: Marketing Effectiveness Observation Report
Company: Officeworks
This report analyses the marketing effectiveness of Officeworks, a major Australian office supply and technology retailer, through direct customer experience. The analysis is based on two store visits, an actual purchase, engagement with the company’s website and social media platforms, and customer service interactions.
The research aimed to evaluate how effectively the company delivers its brand promise across physical and digital channels. During the store visits, aspects such as store layout, promotional displays, staff interaction, and checkout processes were observed. Digital engagement included browsing the website, following social media platforms for two weeks, and testing online customer service.
Findings indicate that Officeworks provides a strong omnichannel experience with clear product categorisation and helpful staff support. However, certain areas such as social media engagement and checkout waiting times could be improved.
The report recommends enhancing digital engagement strategies and improving checkout efficiency to strengthen customer satisfaction and overall marketing effectiveness.
During the first visit to Officeworks, the store environment appeared organised and customer-friendly. The store layout followed a clear categorisation system with sections dedicated to printing services, office supplies, technology products, and furniture.
The visual merchandising strategy focused heavily on promotional signage and price discounts, particularly near the entrance. Large banners promoted “Back to School Deals,” which indicates the company's use of seasonal marketing strategies.
The store atmosphere was bright and professional due to strong lighting and spacious aisles. This design improves customer navigation and encourages browsing behaviour. According to Kotler & Keller (2016), store atmospherics significantly influence consumer purchasing behaviour, which was evident as many customers were browsing multiple product categories.
During the second visit, a slightly higher level of customer traffic was observed. The store had introduced additional promotional stands near the technology section highlighting laptop accessories. This suggests the use of cross-selling techniques to increase average transaction value.
The checkout area was located near the store exit, which is a common retail strategy to capture impulse purchases. Small items such as USB drives and notebooks were placed near the counter, demonstrating the use of point-of-sale marketing tactics.
Evidence from photographs included:
Customer service interactions at Officeworks were generally positive. Staff members appeared approachable and knowledgeable about product features.
During the first visit, a staff member assisted in selecting a wireless mouse. The employee explained product differences and recommended a slightly higher-priced option, demonstrating upselling techniques commonly used in retail marketing.
The checkout process was straightforward but involved a short waiting time during peak hours. Multiple payment methods were available, including credit cards, debit cards, and digital payments, which reflects modern retail expectations.
However, during the second visit, fewer staff members were visible on the floor. This resulted in a longer waiting time when customers required assistance. From a marketing perspective, this can negatively impact customer experience, as service availability is a key component of brand perception.
Overall, the service quality aligned with the brand’s positioning as a helpful and reliable office supply retailer.
The official website of Officeworks provides a well-structured online shopping experience. The homepage highlights major promotional campaigns and seasonal deals.
Navigation is simple due to clear product categories such as:
The search function is efficient, allowing customers to quickly locate products. Each product page includes detailed descriptions, pricing information, customer reviews, and availability details.
The website also integrates click-and-collect services, which demonstrates an effective omnichannel marketing strategy combining online browsing with in-store pickup.
During a two-week observation period, the company’s Instagram account posted approximately 3–4 times per week. Content included:
The brand personality appears professional and helpful, aligning with its focus on productivity and office solutions.
However, customer engagement (likes and comments) was relatively moderate compared to other retail brands. This suggests the company could improve interactive content strategies, such as polls, reels, and user-generated content.
To test digital customer service, a question was submitted through the website chat regarding printer warranty details.
The response was received within approximately 10 minutes and provided clear and helpful information. This indicates that the company has a reasonably efficient online support system, which is an important aspect of modern digital marketing.
Screenshots collected included:
The awareness stage began through browsing the Officeworks website while searching for affordable office accessories. Promotional banners highlighting discounts created initial interest in visiting the physical store.
The website provided sufficient product information, which helped reduce uncertainty and encouraged the decision to visit the store.
Upon entering the store, the organised layout made it easy to locate products. The visual merchandising displays reinforced the promotional messages previously seen online, demonstrating consistent brand communication.
A wireless mouse valued at approximately $15 was purchased during the visit. Staff assistance during product selection improved confidence in the purchase decision.
The checkout process was relatively smooth, though waiting time slightly reduced the overall experience.
After the purchase, the receipt provided information about return policies and customer support options. No follow-up emails or marketing messages were received, which indicates limited post-purchase engagement.
From a marketing perspective, post-purchase communication such as feedback surveys or promotional emails could strengthen customer loyalty and encourage repeat purchases.
Overall, the customer journey was positive but could be enhanced through stronger post-purchase engagement strategies.
Based on the observations, two key improvements are recommended for Officeworks.
Recommendation 1: Improve Social Media Engagement
The company should adopt more interactive content strategies such as short-form videos, polls, and customer-generated content. According to Kotler (2016), digital engagement strengthens brand relationships and increases brand awareness among younger audiences.
Recommendation 2: Enhance Checkout Efficiency
During peak hours, additional staff should be allocated to checkout counters to reduce waiting time. Faster checkout improves customer satisfaction and reduces potential purchase abandonment.
By implementing these improvements, Officeworks could further strengthen its marketing effectiveness and provide a more seamless customer experience.
Kotler, P. & Keller, K. (2016). Marketing Management. 15th ed. Pearson.
Solomon, M. (2018). Consumer Behaviour: Buying, Having and Being. Pearson.
Chaffey, D. & Ellis-Chadwick, F. (2019). Digital Marketing. Pearson.
Armstrong, G. & Kotler, P. (2017). Principles of Marketing. Pearson.
Verhoef, P. et al. (2015). Customer Experience Creation. Journal of Retailing.
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