Marketing homework help. 5 FINAL project Task brief & rubrics
Task
BCO225 Consumer Behaviour
TASK BRIEF
Type of assessment: FINAL ASSIGNMENT
ASSIGNMENT TOPIC: CONSUMER BEHAVIOUR STRATEGIC RECOMMENDATIONS
Assignment key deliverables
1. Choose a market within a specific context (social, cultural, economic, …)
2. Choose a product within this market
3. Define the customer profile for the given product: on one hand, deeply describe the target based on the usual four segmentation
variables (demographics, geographics, psychographics, behavioral, and on the other, build two different buyer personas, for example,
a man and a woman, from that target.
4. Explain which are the customer behaviour that will drive their purchasing decisions. Describe the consumer decision- making process and its
main stages and participants (influencers, …)
5. Which strategic decisions should the company take on the marketing activities for the product to ensure its sales success?
DELIVERABLE: Report with the above mentioned topics discussed.
GRADING 60 % of the assessment grade over the final grade
This is an Individual assignment.
The required word length is 2000 words.
The Report is required to be submitted in PDF format on Turnitin.
Deadline for Turnitin submission: week 13 (May 8, 23:59)
Rubrics
Exceptional
90-100
Good
80-89
Fair
70-79
Fail
<70
Objectives setting
(40%%)
Example descriptor:
The student is able to
describe precisely, the
product features and
benefits, as well as the
expected consumer
behavior, as well as the
strategic approach of the
company to fit the
costumer behavior.
Example descriptor:
The student is able to
describe, the product
features and benefits, as
well as the expected
consumer behavior, as well
as the strategic approach
of the company to fit the
costumer behavior.
Example descriptor:
The student is able to
describe, with some
ambiguity the product
features and benefits, as
well as the expected
consumer behavior, as well
as the strategic approach
of the company to fit the
costumer behavior.
Example descriptor:
The student is unable to
describe, the product
features and benefits, neither
the expected consumer
behavior, neither the
strategic approach of the
company to fit the costumer
behavior.
Research
(20%)
The student clearly
describes the situation
under study, and the
product category chosen
for the study.
The student describes the
situation under study, and
the product category
chosen for the study.
The student describes
partially the situation
under study, and the
product category chosen
for the study.
The student does not any
research nor clear proposal
for a product category for the
study
Communication
(40%)
Student communicates
their ideas extremely
clearly and concisely.
Student communicates
their ideas clearly and
concisely.
Student communicates
their ideas with some
clarity and concision.
Student fail to communicate
their ideas clearly and
concisely.
