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BCO225 CONSUMER BEHAVIOUR Task brief & rubrics

Task: Strategic Recommendation

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• Individual assignment. • The students must make strategic recommendations for the company that has been assigned to them by addressing a brand-new buyer persona. • Your document will be outlined in the following structure:

o Analysis of the company situation (SWOT) o Analysis of the market environment (PESTLE) o Creation of a new buyer persona – must be different from that of the Mid-term. o Explain and comment on the main behavioral factors driving the purchase decisions of this new persona. o Strategical recommendations: make recommendations on how to strategically approach this persona. Here you may address the areas of

consumer behavior that you believe suit best your case – always justify your choices in a proper and academic manner. • All the sections should be critically addressed with reference to the knowledge learnt in class plus your own research of the topics.

Submission: Week 13 – Sunday 9th May 2021, at 23:59 CEST (via Turn-it-in).

Weight: This task is a 60% of your total grade for this subject.

Formalities:

• Wordcount: Between 1500 and 2000 words. • Cover, Table of Contents, References and Appendix are excluded of the total wordcount. • Font: Arial 12,5 pts. • Text alignment: Justified. • The in-text References and the Bibliography have to be in Harvard’s citation style.

It assesses the following learning outcomes:

• Apply theories and models of consumer behavior to the formulation of effective marketing strategy, sales and retail strategies, for marketing or consumer management.

• Recognize new trends early in the field of analytics and consumer experience.

Rubrics

Exceptional 90-100 Good 80-89 Fair 70-79 Marginal fail 60-69

Knowledge & Understanding

(15%)

Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.

Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.

Student understands the task and provides minimum theory and/or some use of vocabulary.

Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.

Application (35%)

Student applies fully relevant knowledge from the topics delivered in class, excellently adapting the knowledge to the company explored.

Student applies mostly relevant knowledge from the topics delivered in class, adapting the knowledge to the company explored.

Student applies some relevant knowledge from the topics delivered in class. Misunderstandings may be evident.

Student applies little relevant knowledge from the topics delivered in class. Misunderstandings are evident.

Recommendations (35%)

Student provides excellent recommendations that are doable and in line with the company’s efforts.

Student provides good recommendations that are doable and in line with the company’s efforts.

Student provides a fair share of recommendations, although not addressing the company’s needs entirely.

Student makes an insufficient attempt at providing the appropriate recommendations and/or these are very limited.

Communication (15%)

Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck.

Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck.

Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.

Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.

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