Overview
This assignment aims to enhance your understanding of the models and concepts discussed in the text. It gives you the opportunity to apply empirically, what you have learnt in this unit through a variety of different activities. Assessments include online group discussion and a written report focused on a consumer behaviour case study. This assessment focuses on different elements of Consumer Behaviour and allow you to apply different skill sets.
Mark Break Down
| Breakdown of Marks for Consumer Behaviour Group Project | Marks award for each component |
| Report write up Participation on the weekly online discussion (week 5 to 9) | /30 /20 |
| Total | /50 |
Tasks:
Group report write up submission (week 10): 30%:
For each case study, there are a number of questions at the end of this document. You will need to submit a TWO-page answer to EACH question. To answer the questions, you will need to analyse this case study, considering it from multiple perspectives and how it relates to consumer behaviour theories.
The report aims to assess your understanding of consumer behaviour concepts and how well you can apply them in practice. Hence, to demonstrate your understanding, the use of external references and resources to support your discussion is highly encouraged. A minimum of 10 references are required: 5 academic and 5 non-academic.
Participation on the weekly discussion (week 5 to 9): 20%
On Blackboard, you will need to enrol yourself into one of the discussion group by Teaching Week 3 (instruction on how to enrol into a group will be provided as a Blackboard announcement). Each discussion group will be discussing ONE case study (see below). Between Teaching Week 5 to 9, you and your discussion group are expected to discuss one question each week.
Your participation and quality of the participation in the discussion will be marked. Each week, you are expected to ask, answer, AND follow-up the discussion thread of at least one questions with thoughtful and detailed insights (i.e., a simple one word or one sentence answer is not considered as discussion). The discussion should include an overview of the case study, the case study questions, and aim to engage the rest of the group through questions and/or interactive activities. Your participation should be positive and provide an insightful contribution to the discussion. They should not be negative, aggressive or attempt to downplay the facilitating group. Individuals that ask insightful questions and/or provide new perspectives will be marked highly.
Group Allocation (self-enrol on Blackboard by Teaching Week 3)
| Group | Case | Maximum Number of group members |
| Group 1 | Case 1: | 5 |
| Group 2 | Case 2: | 5 |
| Group 3 | Case 3: | 5 |
| Group 4 | Case 4: | 5 |
| Group 5 | Case 1: | 5 |
| Group 6 | Case 2: | 5 |
| Group 7 | Group 7 will be allocated case 3. Group 8 to case 4. Group 9 to case 1, so on and so forth. | 5 |
Activity plan:
Week 1-3: Students enrol themselves into any of the groups. Each group should have a maximum of 5 members.
Week 5: Each group will discuss question # 1 of their assigned case on the discussion board in BB. Every group member should participate to get credit.
Week 6: Each group will discuss question # 2 of their assigned case on the discussion board in BB. Every group member should participate to get credit.
Week 7: Each group will discuss question # 3 of their assigned case on the discussion board in BB. Every group member should participate to get credit.
Week 8: Each group will discuss question # 4 of their assigned case on the discussion board in BB. Every group member should participate to get credit.
Week 9: Each group will discuss question # 5 of their assigned case on the discussion board in BB. Every group member should participate to get credit.
Week 10: Each group submits the report write up (i.e. Answers of the 5 questions) through the Turnitin submission link.
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