MARK2051: Consumer Behaviour Assessment

Assessment summary

Assessments Weight Description CLO* Assessment 1: Tutorial work 45% 4% lecture participation (Week 2-5, 7-10). 21% tutorial participation (Week 2-5, 7-9). 17% for case leadership. 3% for Research Participation. 1, 2, 3, 4, 5, 6 Assessment 2: Group project 30% Present in week 10 tutorials; individually marked group presentation. 1, 2, 3, 4, 5, 6 Assessment 3: Individual report 25% Submit by Week 11 Friday, 28 Nov 5pm. 1, 2, 3,

Notes

1. *CLO is Course Learning Outcome.

2. To pass this course, you must achieve at least 50%.

3. Due dates follow Sydney time (AEST/AEDT).

Mapping learning outcomes

After successfully completing this course, you should be able to:

CLO1:

Articulate major concepts and research in marketing, economics, and psychology relevant to consumer behaviour.
PLO1 Business Knowledge
PLO6 Global and Cultural Competence

CLO2:

Define and analyse consumer behaviour and translate it into practical knowledge.
PLO1 Business Knowledge
PLO2 Problem Solving
PLO6 Global and Cultural Competence

CLO3:

Think critically, independently, and creatively about consumer behaviour concepts.
PLO6 Global and Cultural Competence
PLO7 Leadership Development

CLO4:

Apply consumer behaviour concepts to construct practical solutions and marketing strategies.
PLO2 Problem Solving
PLO4 Teamwork
PLO5 Responsible Business Practice
PLO6 Global and Cultural Competence

CLO5:

Communicate ideas professionally and succinctly.
PLO1 Business Knowledge
PLO3 Business Communication

CLO6:

Work effectively in individual and collaborative conditions.
PLO4 Teamwork
PLO5 Responsible Business Practice

Assessment 1

Lecture participation (4%)

• 0.5?ch week (Week 2–5, 7–10)

• Live online lectures by LIC Veronica Jiang

• Participation marked via Moodle questions

• If absent, submit a 250-word lecture summary via Turnitin by Sunday 5pm

Lecture summary rules

• No copy-paste from slides

• Turnitin similarity or AI score must be <10>

• Summary replaces in-class mark if submitted

Tutorial participation 

• 3% per week (7 weeks: Week 2–5, 7–9)

• Based on preparation, discussion quality, and contribution

Tutorial Participation Grading Criteria

Fail (0–50): No participation
Pass (50–64): Present but minimal involvement
Credit (65–74): Adequate preparation, occasional contribution
Distinction (75–84): Good preparation, active engagement
High Distinction (85–100): Excellent preparation, strong insights, highly engaged

If you miss a tutorial

• Email tutor in advance

• You may submit written answers via Turnitin

• Maximum two alternative submissions allowed

• Writing mark overrides in-class mark

Writing Grading Criteria 

Coherent and logical analysis (50%)

• Fail: No logic

• Pass: Basic structure

• Credit: Good structure

• Distinction: Well-structured with insights

• HD: Excellent synthesis and depth

Clear, concise, insightful writing (50%)

• Fail: Poor clarity

• Pass: Basic reflection

• Credit: Some insight

• Distinction: Clear and insightful

• HD: Exceptional clarity and insight

Case Leadership Presentation 

• Groups of 3–5 formed in Week 2

• Present one week’s case (Week 4, 5, 7, 8, 9)

• Max 10 minutes + optional discussion

• Slides submitted by coordinator

• Printed slides required for in-person tutorials

• Equal contribution required

Presentation Criteria 

Ability to engage the audience (50%)

Fail → Very poor delivery
Pass → Some eye contact, some script reading
Credit → No script reading, good engagement
Distinction → Strong delivery and body language
HD → Professional, creative, highly engaging

Analysis and insights 

Fail → No logic, no course concepts
Pass → Basic application
Credit → Good structure and research
Distinction → Well-researched, strong application
HD → Excellent synthesis, integration, referencing

Assessment 2

• Week 10 presentation

• Max 15 minutes

• Equal speaking time

• Creative formats encouraged

• Q&A may be included

• Group plan + contribution list required

• AI-generated content allowed with declaration + prompts in appendix

Presentation criteria (same structure as Case Leadership)

Includes evaluation of:

• Engagement (50%)

• Analysis & Recommendations (50%)

• Insights, justification, budget, implementation, application of consumer behaviour theories

Assessment 3

Task: Marketing Campaign Proposal

Promote a unique hometown product in an Australian market segment.

Requirements

1. Identify a unique hometown product

2. Develop a marketing campaign for an Australian consumer segment

3. Apply consumer behaviour theories

4. Use a $100,000 budget

5. Identify and justify target segment

6. Identify key benefits and motivations

7. Create an ad (poster or video)

8. Explain 3 effective elements of the ad with justification

9. Recommend the best channel(s)

Assessment Summary and Mentor-Guided Approach

Summary of Assessment Requirements

The assessment consists of three major components, each designed to evaluate your understanding of consumer behaviour concepts and your ability to apply them in practical marketing contexts:

Assessment 1: Tutorial Work (45%)

Key components include:

• Lecture Participation (4%) – Weekly engagement or submission of a 250-word summary if absent.

• Tutorial Participation (21%) – Based on preparation, contribution, and discussion quality.

• Case Leadership (17%) – Group-led case presentation assessing engagement and analytical insights.

• Research Participation (3%) – Completion of research tasks.

Assessment 2: Group Project (30%)

• A 15-minute presentation in Week 10.

• Equal speaking time and creative presentation formats.

• Analytical depth, insights, and application of consumer-behaviour theories evaluated.

• AI content permitted with proper declaration.

Assessment 3

Task:
Develop a Marketing Campaign Proposal for a unique hometown product targeted at an Australian market segment.

Key requirements:

• Identify a hometown product

• Select and justify an Australian target segment

• Apply relevant consumer behaviour theories

• Work within a $100,000 budget

• Identify motivations, benefits, and psychological drivers

• Create an advertisement (poster/video)

• Explain three key persuasive elements of the ad

• Recommend channels to promote the campaign

Explanation of How the Academic Mentor Guided the Assessment Preparation

Below is a step-by-step walkthrough of how the academic mentor assisted the student in approaching and completing the assessment.

Step 1: Understanding the Task Requirements

The mentor first ensured the student clearly understood each component of the assessment:

• What the report must include

• How consumer-behaviour theories integrate into marketing decisions

• How marks are allocated

• The importance of clarity, logical structure, and application

This helped the student align their approach with CLOs and PLOs.

Step 2: Selecting the Hometown Product

The mentor helped the student:

• Brainstorm unique local products

• Evaluate which options best fit Australian market needs

• Select a product with strong cultural or functional appeal
  This step ensured the product choice supported later theoretical analysis.

Step 3: Analysing the Australian Consumer Segment

The mentor guided the student in:

• Identifying demographic, psychographic, and behavioural characteristics

• Understanding motivations, needs, attitudes, and decision-making styles

• Applying segmentation theories such as VALS, lifestyle segmentation, and cultural factors

This ensured the student could justify why the chosen segment is ideal.

Step 4: Applying Consumer Behaviour Concepts

The mentor explained how to integrate theories such as:

• Motivation (Maslow, self-determination)

• Perception

• Attitudes and persuasion (ELM model)

• Culture, subculture, and social influences

• Decision-making processes

The mentor ensured each theory directly informed a marketing decision.

Step 5: Building the $100,000 Marketing Campaign

The mentor worked with the student to:

• Allocate the budget strategically

• Justify spending on media, creative development, digital promotion, and community events

• Align the budget with expected reach and consumer behaviour insights

This helped translate theory into practical execution.

Step 6: Designing the Advertisement

The mentor guided the student through:

• Selecting a creative concept

• Ensuring visual and verbal cues matched the target audience

• Applying persuasion elements

• Highlighting three key features aligned with consumer motivations

The mentor reviewed the ad concept to ensure clarity and audience relevance.

Step 7: Channel Recommendation

The mentor helped evaluate:

• Digital vs. traditional channels

• Consumer media habits

• Cost-effectiveness of each platform

• Integration of social, cultural, and behavioural insights

Recommendations were tied directly to consumer behaviour patterns.

Step 8: Drafting, Reviewing, and Finalising the Report

The mentor instructed the student to:

• Follow a structured format

• Use concise academic writing

• Integrate course concepts throughout

• Ensure professional communication aligned with CLO5

• Review coherence, referencing, and insightfulness

This helped polish the final submission.

Final Outcome and Learning Achieved

At the end of the process, the student produced a well-structured, theoretically grounded, and creatively developed marketing campaign that met all assessment requirements.

Learning Objectives Covered

• CLO1: Demonstrated understanding of consumer-behaviour theories

• CLO2: Analysed behaviour and translated insights into strategy

• CLO3: Showed critical and independent thinking

• CLO4: Applied theories to build a practical marketing campaign

• CLO5: Communicated ideas professionally and clearly

• CLO6: Reflected effective individual work skills

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