Assessment item 2 back to top CB and the Social and Environmental Context Value: 25% Due Date: 24-Dec-2018 Return Date: 18-Jan-2019 Length: 2500 Submission method options: Alternative submission method Task back to top Social influences and the environmental context impact product and brand purchase decision at all stages of the consumer purchase decision process. Marketing behaviour is not separate from its context but rather is embedded in the context in which it takes place. This means that the context of marketing behaviour is influenced by and can often influence the behaviour of the actors that take part in such behaviour. To make sense of the concept of context you will explore in this section of the course the different kinds of social and environmental context and the application of context to your case study identified in Assessment 1. Questions: 1. Identify the social and environmental context influences that are directly relevant to the consumers of your case study selected in Assessment 1. 2. Analyse, specific to your case study, how these social influences (culture, social class, reference groups) and other environmental context factors impact on the consumer purchase decision and brand switching process. Note: your analysis must include market/industry and/or survey data to support your analysis. Draw on the theories in chapters 2-4 and other materials supplied by your lecturer and your own research to discuss how marketers (in your firm) can apply this critical understanding of social influences and the environmental context on consumer behaviour to improve/enhance your firm’s marketing strategies (4 Ps or 7 Ps, targeting, market segmentation). Rationale back to top This assessment task will assess the following learning outcome/s: be able to analyse the buyer decision process and critique effects of situational influences on consumer purchases; be able to compare and contrast consumers and organisations in terms of their markets and buying behaviour; be able to evaluate a variety of external factors and their influence on consumer behaviour; and be able to assess key trends and issues facing consumers today and describe the potential effects on current marketing strategies. This assessment task covers topics 1, 2, 3, and 4 and has been designed to ensure that you are engaging with the subject content on a regular basis. After completing this assessment, you will be able to: investigate and understand the role of social and environmental context factors in dealing with a CB related problem in facilitating the overall marketing and Business Strategy
use real life organisational examples and discuss from your point of view what works and why. Marking criteria and standards back to top Marking Criterion Assessment 2 Learning Outcomes HD: 100% – 85% DI: 84% – 75% CR: 74% – 65% PS: 64% – 50% FL: 49% – 0% Max Marks Communication skills This is about the report including: Structure, Format, Grammar and presentation, Value 20% Grade Range 0 – 5 LO1, 2, 4, 5 Free of grammar errors. Structure and format were clear, logical and consistent. Sentences were well constructed. Exceptional use of diagrams, images and tables, clearly relevant, explained and insightful links made. Marks 4.2 – 5 Free of grammar errors. Structure and format were clear. Sentences were well constructed. Excellent use of diagrams, images and tables, that were both visually appealing as well as clearly relevant and explained Marks 3.7 – 4.2 Minor grammatical errors, sentences were clear and complete. Structure and format were used to aid the reader including diagrams, images and tables, that were relevant to argument, but were not fully explained or described. Marks 3.2 – 3.7 Some grammatical errors, sentences were clear and complete. Clear structure and formatting using headings, and sub headings, some illustrations and diagrams, with some explanation. Marks 2.5 – 3.2 Poor grammar, spelling, punctuation and concepts were not clear. No paragraphs or formatting, no images, tables or illustrations. Marks 0 – 2.5 Theoretical analysis skills. This criterion is about defining, describing and evaluating the social and environmental contexts and linking these concepts to those elaborated in the academic literature. Value 30%. Grade Range 0 – 7.5 LO1, 2, 4, 5 CB social and environmental context theories are clearly defined and derived from a range of academic sources including academic journals and textbooks. The elaboration of the theoretical concepts and conclusions are highly perceptive and insightful. Marks 6.3 – 7.5 CB social and environmental context theories are clearly defined and derived from a range of academic sources including academic journals and textbooks. The elaboration of the theoretical concepts and conclusions are well thought through. Marks 5.6 – 6.3 CB social and environmental context theories are clearly defined and derived from a range of academic sources including academic journals and textbooks. The elaboration of the theoretical concepts and conclusions are interesting but need further development. Marks 4.8 – 5.6 CB social and environmental context theories are mainly defined and derived from a range of academic sources including academic journals and textbooks. The elaboration of the theoretical concepts and conclusions need additional clarity and require further development. Marks 3.8 – 4.8 CB social and environmental context theories are not adequately defined, described or justified, mainly listed without explanation. There is little use of academic sources including academic journals and textbooks. Marks 0 – 3.7 Application skills. This criterion is about linking CB theory to a specific organisation, explaining and justifying how the concepts can be applied to practice and making clear, logical and insightful recommendations. Value 40% grade range for 0 – 10 LO1, 2, 4, 5 An organisation is described and identified and insightful analytical evaluations were made. The context was connected to theory with exceptional, logical and imaginative links. The market discussions were highly relevant, realistic and supported with explicit connections and data to theoretical arguments and insightful recommendations. Mark 8.4 – 10 An organisation is described and identified, and insightful analytical evaluations were made. The context was connected to theory with clear, creative and logical links. There were relevant, well supported market discussions with explicit connections and data to theoretical arguments and some insightful recommendations. Mark 7.4 – 8.4 An organisation is described and identified with many analytical insights. The context was connected to theory with clear links. There were relevant well supported market discussions and data and recommendations. Marks 6.4 – 7.4 An organisation is described and identified with some analytical insights. The context was connected briefly to theory, but the discussion was not well supported by the arguments. Mark 5 – 6.4 There was no or limited analytical insight displayed with respect to the case study, few examples provided, no or very poorly structured recommendations. Mark 0 – 5 Referencing Skills. This criterion was about the application of APA 6th referencing and the quality of your academic sources. Value 10% Grade range 0 – 2.5 LO1, 2, 4, 5 Both the in text and end reference list were totally consistent in terms of style and application of APA. Referencing apparent in all places where expected with high quality academic and other credible sources. Marks 2.1 – 2.5 Both the intext and end reference list were consistent in terms of style and application of APA. Use of quality academic and other credible sources. Marks 1.9 – 2.1 Referencing applied. However, style / application was somewhat inconsistent with some errors in text / reference list. Use of satisfactory academic and other credible sources. Marks 1.6 – 1.9 There was an attempt to apply APA 6th referencing, but style and application were inconsistent, and some points remain unreferenced. Use of some academic and some credible sources. Marks 1.2 – 1.6 There was limited or no attempt at in text or end of text referencing. Little or no use of academic and credible sources. Marks 0 – 1.2 Overall Mark / 25 Presentation back to top Ensure your A2 report format is as follows (marks will be deducted unless the following is included): Title Page: includes subject details, assessment number and topic, your name and ID number, title of the report, chosen brand, submission date. Table of Contents – with page numbers (not included in word count) Introduction (no more than 100 words, not included in word count) Social factors and their influence on consumer decision-making and brand switching Environmental context factors and their influence on consumer decision-making & brand switching Recommendations to improve/enhance your firm’s marketing strategies Conclusion (no more than 150 words – not in word count). References (not included in word count – at least 10 academic references) Requirements back to top A high standard of report presentation is expected. It is recommended that you use one of the business report templates available in Microsoft or similar. In your presentation, you may use tables, graphics, flowcharts, images, screen-shots, video links and other tools to make this an interesting An ideal assignment is your opinion, supported by evidence from respected/reliable sources, expressed in your own words, and fully referenced as to the source of ideas, facts and quotations. ‘In your own words’ is critical in displaying your understanding of the material, rather than being expert at copy and paste. Use Times Roman 12pt font; 2.5 cm margins all round, single spacing. Use Turnitin to check that you have fully paraphrased all your material. Any Turnitin result >15% (excluding reference list) suggests that you have over used other people’s words. Revise, and resubmit your paper to Turnitin. CSU requires you to reference in American Psychological Association (APA 6th Edition) referencing style and this applies to all of your assessments for this subject. A guide to the APA style is available for students at the learning skills section of the Student Services website: http://www.csu.edu.au/division/studserv/learning/pdfs/apa.pdf A handy app for a quick reference check is https : / / apps.csu.edu.au/reftool/apa-6 (http://://apps.csu.edu.au/reftool/apa-6) Remember NOT to use general web-based reference sites such as Wikipedia. Your references must have credibility. They could be journal articles and case studies, industry studies, relevant textbooks Credible academic sources Journal of Advertising International Journal of Consumer Studies Journal of Consumer Affairs Journal of Consumer Psycho
logy Journal of Retailing and Consumer Services Journal of Consumer Research Journal of Consumer Behaviour Journal of Consumer Marketing Advances in Consumer Research Journal of Advertising Research International Journal of Advertising Journal of Interactive Advertising European Journal of Marketing Industrial Marketing Management International Journal of Research in Marketing International Journal of Bank Marketing Journal of Marketing Journal of Marketing Research Journal of the Academy of Marketing Science Marketing Science International Marketing Review Journal of Business and Industrial Marketing Journal of Hospitality Marketing and Management Journal of Interactive Marketing Journal of International Marketing Journal of Marketing Management Journal of Services Marketing Journal of Strategic Marketing Journal of Political Marketing Journal of Personal Selling and Sales Management Journal of Digital and Social Media Marketing Public Relations Review Asia Pacific Public Relations Journal of Public Relations Research Corporate Communications: an international journal Journal of Marketing Communications Journal of Retailing
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