Develop strategic recommendation based on consumer behaviour

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Reference no: EM132310844 , Length: word count:2500

Assessment - Time-Based Assignment

Overview - Students will be provided with an assignment brief and have one week to address the relevant question/s and provide the most appropriate arguments or solutions, through reference to perspectives and theories learned throughout the trimester, both in class and in their own study time.

Your response should not be purely your initial or basic thoughts, although this may establish your initial approach, but should be sophisticated, cogent, and underpinned by theory that you have learned in the unit, including work that you have done in your own study time, i.e., not simply from lecture slides, the textbook or handouts.

Each response should stand-alone, and should have a short introduction, a body that develops an argument, and a conclusion. If appropriate, use subheadings to direct your discussion.

THE QUESTIONS -

Question One: Developing strategic recommendations based on consumer behaviour theories

Coles, a prominent grocery store in Australia is considering having a Nationwide Easter sale at each of their stores. They have come to you to see if you approve/disapprove of this idea Take a position on whether this is a good idea or a bad idea and explain why utilizing consumer behaviour theories.

In addition, as part of your answer you should also consider: Whether you would expect any differences between religious Christian Australians, more secular/non-Christian Australians, and/or passionate atheist Australians. Explain why.

Whether, Liquorland, which is a liquor store owned by Coles (and is often placed near Coles) should also have the same Easter Sale. Explain why.

In doing so, you should consider the psychological processes related to attention, consistency, groups/norms, identity, and the extended self.

Question Two: Taking a position on the strategic decisions of brands

Advertisers are very cautious about advertising on Youtube and sponsoring up-and-coming online 'Influencers'. Indeed, in what has been nicknamed 'adpocalypse' (and adpocalypse 2.0, etc.) many prominent brands withdrew from Youtube as they worried being associated with the content (See NYT articles below for more context).

Explain the underlying processes of why these brands are cautious / why they made the decision to remove their advertising from Youtube.

Then take a position on whether you think this was the right decision to make (from a business, profit-maximizing point of view), whether it was overcompensating, and whether/why some brands might not care. Defend your position.

You should consider theories related to classical conditioning, associative/semantic networks, implicit associations, reference groups, source-effects, culture, and identity.

Attachment:- Assignment File.rar

Reference no: EM132310844

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Reviews

len2310844

5/23/2019 4:52:20 AM

Limited to a maximum of 2500 words total (Questions One and Two) to respond to all of the questions, which includes all elements of the assignment, including tables, figures and in-text citations, but the reference list at the end of your assignment and your cover page are not included in the word count. We will undertake a word count, and will not mark the assignment beyond the word limit. It is your responsibility to make sure you have adhered to the limit. This assessment is a hurdle requirement. You must submit this assignment, and you must achieve 50% or better to complete the unit.

len2310844

5/23/2019 4:52:15 AM

Please include a cover page with your name, student ID, and the word-count (Cover page is not included in the word limit). Use Harvard style referencing. In-text citations count towards the word limit (but the reference list component is not counted in the word limit. We would normally expect between 15 – 25 high quality, academic journal articles as source of references at postgraduate level in an assignment such as this, but only use this number as a guide. 1.5 spaced throughout, 12-point font (headings can be bolded), A4 size page formatting, 2.5 cm (1”) margins on all sides. Submit as a Word document (not .pdf) Page numbers should be included (but Table of Contents is not needed).

len2310844

5/23/2019 4:52:10 AM

Penalties for late submission: The following marking penalties will apply if you submit an assessment task after the due date without an approved extension: 5% will be deducted from available marks for each day up to five days, and work that is submitted more than five days after the due date will not be marked. You will receive 0% for the task. 'Day' means working day for paper submissions and calendar day for electronic submissions. The Unit Chair may refuse to accept a late submission where it is unreasonable or impracticable to assess the task after the due date.

len2310844

5/23/2019 4:52:06 AM

Your response should not be purely your initial or basic thoughts, although this may establish your initial approach, but should be sophisticated, cogent, and underpinned by theory that you have learned in the unit, including work that you have done in your own study time, i.e., not simply from lecture slides, the textbook or handouts. We are not assessing your opinion, nor your capacity to describe a theory, campaign or issue, but a demonstration of an extension of knowledge and an ability to analyse the question, link theory to the analysis, and take a position by using what you have learned this trimester. Any statements, positions, or assertions you make must be supported by rigorous evidence, predominantly through the use of appropriate sources, and through well-supported and cogent arguments. It is expected that you will have to refer to a range of sources to respond to each question. Each response should stand-alone, and should have a short introduction, a body that develops an argument, and a conclusion. If appropriate, use subheadings to direct your discussion.

len2310844

5/23/2019 4:51:50 AM

Please read the marking rubric for guidance on how to approach your responses, as well as discussion undertaken throughout the trimester online, in class (in recordings), and in concert with your peers. Please note that I will respond to any administrative questions relating to the assignment during the time-limited period, but we will not respond to any content/academic questions related to this assessment. Please direct these questions to the Cloud Deakin Discussion.

len2310844

5/23/2019 4:51:45 AM

Students will be required to do further research beyond the discussion undertaken in the Cloud or on-campus during the trimester, and will be expected to correctly cite sources that are used to inform their analysis. This approach allows students to fully explore concepts, test their critical thinking, and demonstrate an extension of discipline specific knowledge beyond a rudimentary level. The time limit mirrors many business contexts, where executives are given a short time frame to develop sophisticated arguments and integrate their thinking, while still having access to suitable resources, and offers a more authentic means of assessing understanding of material covered in the unit.

len2310844

5/23/2019 4:51:35 AM

You have a total of 2500 words to answer both questions. However, you do not need to split it perfectly evenly. In addition, you will be evaluated on each overall answer, which includes a reduction in marks for unjustified statements. Since there are no stringent word-limits per question / no penalties for going below the limit, it is advised that you do not add unjustified ‘filler’ in order to reach the word limit.

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